LE TEMPS

Committed to a greener fashion industry, a new brand hits the market

A newcomer to the Fashions, F_WD achieved an excellent launch after being selected among the six brands chosen by Selfridges for the fall-winter of 2020. The prestigious English chain of stores listed it among the most interesting eco-friendly creations from the moment. Given its high-end positioning, these ultimately prove financially accessible, with a first prize below 300 francs for a pair of shoes.

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With its choice of natural materials and its virtuous production cycle, F_WD wants to produce a new aesthetic while taking part in the fight against pollution. For the manufacture of its sneakers and clothing, the house uses recycled materials - mainly from the collection of plastic waste in the oceans - biodegradable and vegan. Their nylons and faux leathers come from the recovery of these materials, up to the laces and eyelets, which are made from fishing nets.

Minimalist lettering

Among the highlights of this first collection are women's sneakers with massive look, featuring thick soles dad shoes. Others resemble a reinterpretation of hiking boots, designed to brave the cold and make all travel easy. True to the streetwear trend  of recent years, the line also plays with minimalist lettering.

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This singular universe resonates like a pleasant collision between sporty and futuristic design, but it also draws its inspiration from the registers of outdoor and workwear. Behind his design lies Raphael Young, a designer born in Seoul who grew up in the family of the great French boot maker Alexandre Narcy. Mr. Young's stroke of genius has already served international brands such as Elie Saab, Calvin Klein, Jil Sander and Off-white.

After having entered concept stores such as Opening Ceremony or the Luisa Via Roma web platform, the brand has just appeared in French-speaking Switzerland in Geneva's Le Grand Magasin and some Globus stores.

F_WD , Onward Luxury Group Spa, via Cassia 69, Tavarnuzze (I), f_wd_react on Instagram . All articles in the section " One day, one idea ".

Richard FosmoenComment