Hello Wyde Community,

This past week, we had the great privilege to showcase the Nova Collection on an exclusive runway show at Milan Fashion Week with Flying Solo. I thought I’d share my thoughts from that week. 

First of all - why were we there?

There are really 3 main reasons why shoes today are pointy and non-functional. Culture, manufacturing, and fashion. We are therefore at a 3-front war against the shoe industry to fix these things.

Nova Peach

Nova Beige/Green

Here’s a short summary of each:

Culture - Once you understand that a majority of people think it looks “weird” to have a shoe shaped like an anatomically correct foot, you know this is about culture. We are working on this with lots of inspiration in our content and community to help change people’s perception of what a shoe should look like. 

Manufacturing - we have solved most of the problems in manufacturing, and continue to work hard to make it more efficient. 

Fashion - the toughest nut to crack. At Wyde, our goal is NOT to make the best “functional shoe” or “barefoot shoe”. Our goal is to make the best shoe. Period. It needs to be the most comfortable. The best looking. The best in everything.

We aim for the stars — even if we only land in the treetops.

With that in mind, Milan Fashion Week was the perfect stage to show that function and fashion can coexist.

Most of that work, however, is done by YOU, by the way, in the way that you wear and showcase our shoes in your communities every day.

What we did in Milan is more about the icing on the cake. 

So, some insights and behind-the-scenes:

1. Wyde is at the forefront of leading this revolution. Has any other brand in our category done something like it? I hope more follow suit. Let’s go!

2. Minutes before the show, models were slipping on the Novas, surprised by how comfortable they felt. Hearing one of them say, ‘These are actually so awesome,’ felt like validation for everything we’ve been working toward. We’ve always known how comfortable they are — but hearing it from high-fashion models on a Milan runway hit differently.”

3. The Wyde team is awesome. It is such a pleasure to work and spend time with you everyday. There’s so much to come!
   
   Nova Beige/Green

Now we look forward to a strong end to the year where we will aim to continue to do two things:

1. Continue to help people everyday

2. Continue to push the boundaries of what is possible in footwear

Milan was proof that change is possible — that the future of footwear doesn’t have to choose between health and style. And this is just the beginning.

Until next time,

Melker

Co-founder & CEO

Melker & Rasmus on the runway as designers after the models.