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vfts 1st sneaker collection vid

Brand: VFTS (Voices From The Street)

Model:1st Bootie Sock, 1st Low, and 1st Low Sock.

Key Features: The sleek and ultra-clean uppers and distinctive sole unit with its TPU heel stabilizer.

Release Date: Available now.

Price: The 1st Bootie Sock retails at €215, while the 1st Low and 1st Low Sock retail at €230.

Buy: Selected retailers including: Antonioli (Milan), Officine Ferri (Rome), Deliberti (Naples), Sotf (Florence), Buonumori (Perugia), Volpi Modena (Modena), Double Floor (Ferrara), Level (Dubai), Tsum (Moscow), Axel DK (Copenhagen), Harvey Nichols (Hong Kong), Tempel (Hamburg), Presidence (Belgium), Artifacts (Taiwan).

Editor’s Notes: Founded by designer Marco Simonetti and footwear entrepreneur Ronny Bigioni, VFTS is a Milan-based collective of sneaker designers and creatives that has been delivering premium sportswear and sneakers since 2017. An acronym for “Voices From The Street”, the label draws inspiration from all aspects of the street life, from the style of those that walk them to the architecture surrounding them.

As the name suggests, the 1st sneaker was the brand’s inaugural pair of kicks launched a year and a half ago. Now, VFTS has updated and expanded the silhouette into a collection for men and women counting three different models. Closest to the original is the 1st Low, a lace-up runner with an Italian tanned calfskin and silver mesh mixed material upper and the brand’s mantra “The street talked, and we listened” printed on the lateral side of the toe. The 1st Low Sock also boasts a low-cut height, exchanging laces for a knitted sock upper and finished with heat-pressed elastic tape reading “The street talked, and we listened” secured by white leather buckles. Rounding off the collection is the 1st Bootie Sock, an ankle-high knitted sock with “VOICE” printed on the lateral toe of the right shoe and “NOISE” on the left. All three models sit atop a distinctive sole unit featuring a shock-absorbing EVA midsole and TPU heel stabilizer spoilers.

For the collection’s campaign, the brand tapped local creative director Luca Attilio Caizzi and DOP Francesca Pavoni. Shot using a “JVC” VHS camera, the 80-second clip tells the story of Max, a third-generation taxi driver that moved from the legendary island of Capri to Milan, and the people he encounters every day as he winds through the city’s streets.

For the launch of the campaign film, VFTS is dropping two limited-edition tees, pictured below, which you can preorder now via vfts.com.

Watch the video above and hit the button below to learn more about the new sneaker collection.

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Words by Lucy Thorpe
Branded Content Editor