Background
The idea for Simple & Strange stemmed from the realization that many sneakers on the market lacked quality, comfort, and originality. The brand aimed to address these gaps by creating high-quality, sustainable sneakers inspired by the culture and architecture of Montréal. Rooted in a philosophy that celebrates individuality and uniqueness, Simple & Strange sought to craft footwear that combines subtle design with durability and ethical practices. The company envisioned a responsible approach to sneaker production that would resonate with consumers seeking exclusivity and sustainability.
Product Details
We identified that consumers prioritised exclusivity, sustainability, and high-quality materials in their sneakers, with a growing interest in brands that aligned with their personal values. Montréal’s architecture and the athleisure movement were recognised as design elements that strongly resonated with environmentally conscious, style-driven individuals. These insights guided the development of Simple & Strange’s unique value proposition, culminating in the creation of the PIE IX sneaker prototype.
The PIE IX was crafted using eco-friendly methods, including vegetable-tanned nubuck leather and natural fibre insoles. It focused on limited production runs to ensure exclusivity and utilised transparent storytelling to highlight its ethical and high-quality manufacturing process in Portugal. By aligning its design and operations with sustainability and quality, Simple & Strange challenged industry norms, demonstrating the potential for small brands to make a meaningful impact through innovative and responsible design.
Raising funds
Simple & Strange wanted to leverage a crowdfunding campaign to bring its vision to life, focusing on building a community around its values of sustainability, quality, and individuality. In the lead-up to the campaign, the brand used Instagram to raise awareness, sharing behind-the-scenes content, design stories, and updates that highlighted its unique approach to sneaker design. The campaign itself showcased the ethical production processes used in crafting the PIE IX, resonating with supporters who valued exclusivity and responsible consumerism.
Check out the Simple & Strange press article
Lessons Learned
Simple & Strange was a bold attempt to redefine sneaker culture through sustainability, quality, and individuality. Despite our best efforts, we were unable to meet our crowdfunding goal to fund the first batch of manufacturing, leading to the difficult decision to close the company. After nearly three years of planning, designing, and iterating—much of it during the challenges of the COVID-19 pandemic—the co-founders were creatively and emotionally exhausted.
Reflecting on the journey, I’ve realised the importance of securing funding upfront by allowing potential customers to test demo products, building trust and excitement before launching a campaign. Additionally, refining the branding to resonate more deeply with the target audience would have been crucial. While the journey didn’t lead to the success we envisioned, it provided invaluable lessons about resilience, teamwork, and the intricacies of launching a purpose-driven brand.
