It takes a lot of skill and work to bring out the artistic value in something so every day, something so familiar that we don't even notice it’s there. Rubber is one of those things, take a look around and the versatile material is probably somewhere nearby.

BOTH is an independent design label developing new ways of working with the natural material, exploring effective products and highlighting its artistic value. Here’s why you should take note of the upcoming Parisian brand.

BOTH has a solid brand philosophy

BOTH values balance and interprets the concept by combining traditional materials taken from the Earth with modern production methods. Natural rubber from rubber trees is the main ingredient in its footwear designs however the manufacturing process involves innovative new techniques. This adds up to create an ultimately contemporary product.

It understands rubber, really well

Despite this being the brand’s debut collection, BOTH previously invested 30 years into rubber research in developing its shoes. Such an investment indicates a supreme level of dedication to and faith in its product, particularly considering how quickly the fashion industry operates and the prominence of fast fashion. Although it's developing new methods for working with the rubber, the brand claims to be inspired by the history of rubber processing.

BOTH throws a crazy party

It’s encouraging when, at the end of the day, a brand knows how to let its hair down. Brand philosophy and hard work are integral, but the face of a brand doesn't have to be too serious. BOTH knows how to inject some fun into its image which is why the brand made our list of SS17 Fashion Weeks Best Moments. During Paris Fashion Week BOTH recruited Virgil Abloh and Cyber69 to provide music and showed why fashion week parties are notoriously such good fun.

Sneaker styles range from low to hi-tops combining horse leather, rubber uppers, rubber soles and calf hair lining. For more information visit the link below.