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 Shoes 53045 is a Metaverse-first sneaker brand that embraces both the digital and physical.
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 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.
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 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.
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 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.
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Shoes 53045 Breaks the Mold With the First Metaverse Sneakers

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Shoes 53045 Breaks the Mold With the First Metaverse Sneakers

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