Koio will introduce its first movie star collaboration sneaker with Joe Jonas of the Jonas Brothers right now.
The pairing is serendipitous — Jonas lived close to the footwear model’s SoHo retailer and shopped the model commonly. He reached out in early 2020 to debate how they may work collectively.
“Joe was really involved, which we loved,” stated Koio cofounder Johannes Quodt. “Joe has been buying our shoes. He was a fan of the brand, which was extremely flattering to us. We’ve done a number of collaborations in the past and had varying degrees of involvement.” One of Koio’s latest collaborations was with Young Chicago Authors in 2020, which was a white low-top sneaker that includes phrases from award-winning poem “Louder Than a Bomb” by Taisaun Levi.
This collaboration took a unique flip. Jonas drew inspiration from Nineteen Eighties futuristic themes and movies like “Tron for the Retro Runner” for a shoe that options an iridescent purple higher with comfortable mild pink suede and burgundy suede particulars, in addition to Koio’s ReCycled outsole and midsole. Quodt and Koio cofounder Chris Wichert proposed they collaborate on the silhouette despite the fact that it wasn’t prepared after they started discussing it.
“It was very bold of Joe on his side, because it was an untested shoe, but he trusted us and the silhouette that it’d be a nice product to work with,” Quodt stated.
The companions exchanged temper boards and sketches over Zoom and later prototypes from Italy to New York City and Los Angeles. “Going into the process was so freeing because I was surrounded by such amazing collaborators who made me feel really comfortable,” Jonas stated. As for the partnership persevering with, Jonas added, “I hope so. I loved it.”
The shoe will retail for $298 and be offered in Koio’s shops and on-line.
In regards to enterprise, Quodt stated 2020 was “challenging” as final 12 months “was not one where people were looking for high-end leather sneakers,” he stated. “We did see a nice switch from offline to online.”
Quodt stated income remained secure from 2019 to 2020, and up to now in 2021, the model has outperformed plan and is on tempo to double its income for the 12 months. The model additionally has plans to increase its product providing. “We’re making a big push into boots, in addition to sneakers because we’ve seen how successful boots can be for us with the women’s Chelsea boot,” he stated.
And as for collaborating with Jonas once more, Quodt stated, “We were really focused on this one collaboration. Joe is an incredible person to work with and a creative visionary and it’s been very fun. I would be down to do another.”