<div class="page" title="Page 1">
 <div class="layoutArea">
 <div class="column">
 Shoes 53045 is a Metaverse-first sneaker brand that embraces both the digital and physical.
 </div>
 </div>
</div>

<div class="page" title="Page 1">
 <div class="layoutArea">
 <div class="column">
 Launched in March 2019 by creative director David Tourniaire-Beauciel (formerly of Maison Margiela and co-designer of the Balenciaga Triple S sneaker) and LVMH and Kering alum Aurelia Ammour, Shoes 53045&rsquo;s Metaverse-first sneakers have a retro yet of-the-moment cyberpunk aesthetic. They are genderless and vegan, plus a tree is planted for every pair of sneakers purchased.
 The name is derived from a classic retro inspiration&mdash;the number 53045 entered into a calculator and flipped upside-down reads as &ldquo;Shoes.&rdquo; L&rsquo;OFFICIEL speaks with Ammour, CEO of the brand, on collaborations, designing for the <a href="https://preview.lofficielusa.com/fashion/the-sandbox-founders-breaking-into-the-metaverse-web3-nft-digital-art" target="_blank" rel="noopener">Metaverse</a>, and the future of fashion.
 </div>
 </div>
</div>

<div class="page" title="Page 1">
 <div class="layoutArea">
 <div class="column">
 L&rsquo;OFFICIEL: The brand has a &lsquo;90s <a href="https://preview.lofficielusa.com/music/grimes-new-songs" target="_blank" rel="noopener">cyberpunk</a> feeling. What was the inspiration? 
 Aurelia Ammour: Fashion is cyclical, and everything has already been done. The important thing is to remix this <a href="https://preview.lofficielusa.com/fashion/how-to-shop-craftcore-aesthetic-crochet-patchwork" target="_blank" rel="noopener">aesthetic</a> and make it feel new. We are particularly inspired by sci-fi movies, music, and putting a tech-futurist touch on it all. 
 L&rsquo;O: How do you design a memorable sneaker? 
 
 AA: Of course, by inventing something new. Innovation winks to new generations. The floating sole on our Bump&rsquo;Air is not only comfortable but also has a punk-<a href="https://preview.lofficielusa.com/beauty/willow-smith-new-face-mugler-alien-goddess-perfume" target="_blank" rel="noopener">alien</a> feel. Sneaker lovers, aka sneakerheads, devotedly follow all the latest drops from brands like Nike or Yeezy. Then there are luxury brands like <a href="https://preview.lofficielusa.com/fashion/kim-kardashian-balenciaga-spring-summer-2022-campaign-photos" target="_blank" rel="noopener">Balenciaga</a>, which add a different level of design and&nbsp;make a sneaker a fashion symbol, loved not only by sneaker enthusiasts but also by a much wider audience.
 </div>
 </div>
</div>

<div class="page" title="Page 1">
 <div class="layoutArea">
 <div class="column">
 L&rsquo;O: Do you think <a href="https://preview.lofficielusa.com/fashion/nfts-luxury-fashion-collaborations-gucci-louis-vuitton" target="_blank" rel="noopener">NFTs</a> make the design process more creative? 
 AA: Online, there is no limit; you can completely indulge yourself in the details, such as safety pins or studs, which we have to limit a bit on physical <a href="https://preview.lofficielusa.com/film-tv/models-who-became-actresses-twiggy-sienna-miller" target="_blank" rel="noopener">models</a>. Instead, we can have fun in the virtual world, and then we avoid spending money on new molds, which can be quite prohibitive for an independent brand. 
 L&rsquo;O: How was the experience with your <a href="https://preview.lofficielusa.com/fashion/prada-launches-immersive-pop-up-prada-tropico-soho-new-york-city" target="_blank" rel="noopener">pop-up</a> store in Decentraland during the <a href="https://www.lofficielusa.com/fashion/everything-we-know-metaverse-fashion-week-2022-decentraland-nfts-tommy-hilfiger-hugo-boss" target="_blank" rel="noopener">Metaverse Fashion Week</a>? 
 AA: It was the first fashion week in the Metaverse, and we definitely wanted to be a part of it. It was a great experience, and it was interesting to create brand awareness, but it is the marketplaces that create communities like Dematerialised, Futures Factory, or even <a href="https://preview.lofficielusa.com/fashion/iris-van-herpen-dressx-founders-metaverse-digital-fashion-nfts" target="_blank" rel="noopener">DressX</a> that are best for creating a following. 
 L&rsquo;O: Are your customers buying <a href="https://preview.lofficielusa.com/beauty/chemical-vs-physical-sunscreen-beauty" target="_blank" rel="noopener">physical</a> and digital shoes at the same time? 
 AA: Our first Mix&rsquo;Air collab with <a href="https://preview.lofficielusa.com/pop-culture/rihanna-savage-x-fenty-lingerie-coucou-chloe-islam-hadith-controversy-appropriation" target="_blank" rel="noopener">Rico Nasty</a> was launched in October 2021 on the NFT platform Dematerialised; it was the first NFT sneaker to collab with a music artist, and it sold out in 10 minutes. It is not necessarily the same customers who buy both physical and <a href="https://preview.lofficielusa.com/fashion-week/escapism-milan-fashion-week-fall-winter-2021-highlights-valentino-prada-moschino" target="_blank" rel="noopener">digital</a> pieces, but the idea is that in the future they can increasingly overlap. Fashion lovers buy maybe 10% in NFTs; the rest is done by the crypto community&mdash;let&rsquo;s say we are trying to educate them both.
 </div>
 </div>
</div>

Shoes 53045 Breaks the Mold With the First Metaverse Sneakers

Tags

Related Articles

Politics & Culture

Tess Holliday Celebrates Pride Month in the Metaverse Culture Series: Dream House

Politics & Culture

L'OFFICIEL to Launch a Fashion Collection in the Metaverse

Fashion

Iris Van Herpen and the Founders of DressX on Fashion's New Digital Landscape

Recommended posts for you

Fashion

L'HISTOIRE: Britney Spears' Iconic Versace 'Butterfly Dress'

Fashion

The 12 Best Faux Fur Coats to Keep Warm and Chic This Winter

Music

Inside Charli XCX's Surprise Times Square Performance and After Party

Beauty

From Locs to Baroque Bobs: Zendaya’s Best Hair Moments Ever

Fashion

A Quick History of Calvin Klein's Iconic Underwear Campaigns

Fashion

The Ultimate Moodboard for Luxury Ski Fashion and Chic Alpine Style

L'Officiel Art

Your Ultimate Guide to Art Basel Miami Beach 2024: Galleries, Exhibitions, and Events

Fashion

Jennifer Lawrence Channels Fall's Hottest Color Trend in Chocolate Brown Maternity Look