LOVELESS is a shoe company - don’t get that twisted. But as of today, we’re shoeless. We’re a shoe company… without a shoe.
Why? Well there’s a host of reasons for that, but in particular… we’re ruthlessly specific, and want what we want. And… we haven’t quite figured out just how to do what we wanna do… yet. When we do drop our first pair of shoes or boots, they’ll not only be dope AF aesthetically, but handcrafted in a way that feels soulful, without compromise. Not only does that mean they’ll be unparalleled as far as quality and craftsmanship goes, but too… they’ll be made right here at home, ethically and sustainably. Basically, a Loveless shoe will be, in my opinion, EVERYTHING.
It might sound funny or counterintuitive to new business building, especially in this time and place, but we want to be leaders in a movement to LOVE LESS. Love less things not built to stand the test of time. Love less things manufactured hastily, only destined for landfill. Love less things made in a harmful way - to people, places or things. Love less of the ordinary. Love less… bullshit.
That’s our mission. That’s why I’m back. And admittedly… we’ve got our work cut out for us, because the world we’re wanting to disrupt… would prefer we didn’t.
In the meantime… and going forward… we’ll be collaborating with local like-minded production partners to help us make non-shoe related things that wholly align with our ethos. Loveless will be a shoe company first, foremost, and forever. But… not exclusively.
For months, in secret, we’d been working on a suite of cool shit. An impressive and cohesive capsule collection, conceived with the intent to drop in coordination with our sneaky rebrand/relaunch announcement. Oh boy, were we going to hit the ground running. At a blistering pace, we excitedly went through the extensive exercise of not only designing and building prototypes, but we even planned and executed a multi-day lifestyle photoshoot.
And then… in the 11th hour… we pulled the plug, and shelved… (almost) everything.
We weren’t there yet. We hadn’t accomplished what we’d set out to do. The 5-6 pieces we’d made were cool of course, but not wholly in lock step with who we truly wanted to be. We’re back as Loveless not simply to create stuff, as the world is busting with too much as is. We’re here to make something special. We’re here to make… magic.
Actually… this isn’t 100% true. As part of this exercise, we did manage to create one… magic… thing. One thing, that feels just right. One thing… that will be Loveless’ first thing. A sock. Or rather – a single pair of socks… in a single colorway.
This sock… represents everything Loveless is and will be. This sock is our future. This sock… you can buy.
On Tuesday.
Hope you love it.