Highsnobiety
Afew Goods

Brand: AFEW

Model: Yamasura “Soil”

Release Date: July 31

Price: €210

Buy: Exclusively at AFEW

What We’re Saying: Düsseldorf, Germany-based sneaker retailer AFEW is perhaps best known for its Koi-themed ASICS GEL-Lyte 3 collaborations, as well as the retailer’s affinity to Japanese culture. Now, however, AFEW has announced it will be launching its very own sneaker design.

The sneaker, which is dubbed Yamasura, is part of the retailer’s AFW Goods collection of apparel and was born out of a wish to create a more environmentally-conscious sneaker. While the AFEW team knows all too well that any new product can’t ever be 100 percent sustainable, extra care was taken with the materials used on the Yamasura. That includes a midsole made out of algae EVA and an upper that uses a mix of vegan and recycled materials.

“Our goal was to create a 100 percent sustainable shoe. For us, it is important to be absolutely transparent and admit that we did not achieve that in the first step,” says AFEW co-founder Andreas Biergen. “The shoe now includes several sustainable & innovative elements, is vegan and 100 percent produced and sourced in Europe, but it still needs to be improved, that is what is our challenge for the future.”

“After we had the opportunity to work on numerous collaborations with various brands, we realized that the possibilities of a collaboration are very limited and that we can have an even bigger creative output,” continues Biergen. “ In addition, we started to research more and more in the field of sustainability and at some point, we asked ourselves if it is possible to create a dope, yet sustainable shoe.”

The Yamasura is the product of that research-driven journey, though it’s not its final form just yet. Biergen and his team hope to use the Yamasura as a canvas for future creative projects and to continue to improve the design and material innovation of the shoe.

“One of the biggest challenges was to find a producer in Europe to make the sole because nowadays, all soles are almost produced exclusively in Asia,” explains Biergen. The AFEW team finally found a product in Portugal to bring their creation to life, though it took numerous sampling rounds before they were fully happy with the design, another reason it took almost three years from idea to product.

As for the inspiration of the design, Biergen says that it’s heavily influenced by the designs of the ’80s and ’90s. “Since many of our favorite kicks are inspired by automobiles, such as sports cars or even airplanes, we also went "sole" searching in the same direction,” reveals Biergen. “Our midsole is inspired by a legendary Ferrari — The “Testarossa”. The rocket shape, as well as its distinctive air vents, are reflected in the sole of the Yamasura.”

The AFEW Yamasura is set to be released on July 31 in very limited numbers and represents AFEW’s evolution from being purely a retailer to a hybrid of sorts. Head to AFEW for more details.

To stay updated on everything happening in the sneaker world, follow @highsnobietysneakers on Instagram, check out the best sneakers to add to your rotation this week, and sign up to our newsletter for the latest sneaker news sent straight to your inbox.

We Recommend
  • Nike's Alphafly 3 super shoe has been given an official release date.
    At Last, Nike’s Alphafly 3 Is Here
    • Sneakers
  • powerpuff girls dunks
    The Powerpuff Girls' Dunks Are Made of Sugar, Spice, & Everything Nike
    • Sneakers
  • joe freshgoods new balance 990v4
    Joe Freshgoods' 990v4s Deliver Some Seriously Good Nostalgia
    • Sneakers
  • levi's new balance 580 releasee
    Levi's New Balance 580s Are a Colorful Holiday Treat
    • Sneakers
  • jae tips saucony grid shadow 2 collab
    Jae Tips' New Saucony Collab Is Twice as Nice
    • Sneakers
  • Image on Highsnobiety
What To Read Next
  • Image on Highsnobiety
    Anrealage Pumped up a Rare Reebok Sneaker Beyond Recognition
    • Style
  • a model wears a black t-shirt and bag the row's fashion show
    The Row Banned Cell Phones From Its Runway Show. Is That a Good Thing?
    • Style
  • Bradley Cooper & Gigi Hadid seen out in New York wearing streetwear outfits
    Gigi Hadid Stole Bradley Cooper's Streetwear Swag
    • Style
  • Arcteryx's logo on a store in Shanghai
    Inside the Arc'teryx Museum, Where GORE-TEX Jackets Are Art
    • Style
  • itzy x coke
    The Next K-wave is Rising. Are You Ready?
    • Culture
  • Lil Nas X holding Coach handbag in a pastel fantasy world
    Find Your Courage with Coach: imma and Lil Nas X Power Up in Level 1
    • Style
    • sponsored
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.