“The best sneakers for winter are made of leather. And, currently, there is no good alternative to leather”. German sneaker guru Amadeus Thüner says this. He is one of the best-known sneakers experts, in the industry for almost 20 years, a cultural marketing consultant and founder of the “Oh! Sneaker Media” dissemination platform.
The German guru is sure about it
Amadeus Thüner (pictured from Instagram) assessed the situation in the sneakers world with Fashion United. He mentioned brands, collaborations and models that he finds interesting. And he offered his views on the present and future of the market. From the first answer already, he starts making a selection. When asked about a sneaker for winter, Amadeus replied: “Anything in full-grain leather, because it’s easier to clean. It doesn’t matter if it gets dirty or wet. And if the puddles are a bit deeper, a hightop is definitely a good idea”.
Availability
The discussion also extends to the ever-present topic of sustainability. “What role do sustainable brands play? I have the impression that the coronavirus period has shifted the focus again”, says Amadeus. “It has not replaced sustainability, but simply posed other problems. This should not detract from the fact that sustainability is a very important factor”. Then, delving deeper into the topic, Thuner explains why sustainability, in the sense of “next gen” materials, is not so relevant on the market: “Lack of durability plays an important role. Alternative materials usually do not allow the shoe to function beyond a certain period of time. For me, there is currently no good alternative (to leather, ed.) and there is no brand that is top-notch”. A verdict.
Fashion
The German expert believes that the sneaker’s success stems from the fact that everyone can wear something (almost) unique and capable of expressing their personality. “Today, the trend is not to be trendy, and that is very nice. Anything goes, and we can wear anything. This plays in favour of individualism. And that is what has characterised the sneakers’ culture: wearing something that not everyone wears”. Then, he talks about the rediscovery of the popularity of certain brands, which are well known to older generations, but “which for kids are fresh and new: Timberland or Clarks can still inspire people”.
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