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Craft / December 2017

North-89's Scandinavian Sneakers

Founder Gustaf Secher tells us what makes North-89’s sneakers a legitimately superior product.

North-89's Blueberry No.1 Sneakers.

It’s common to see sneakers selling for stupendous sums these days. The lemming-like ‘hypebeast’ will pay handsomely for limited-edition kicks, their sky-high prices inflated entirely as a result of marketing Jedi mind tricks and artificial scarcity (the brand choosing to produce far fewer pairs than their factories could potentially turn out, creating a supply/demand imbalance). Don’t get us wrong. We’re all for investing in a good pair of shoes — as the old adage goes, you should never scrimp on your footwear or your bed, because if you’re not in one, chances are you’re in the other. But there’s got to be an authentic value proposition.

That’s certainly the case with the sneakers purveyed by new Scandinavian footwear firm, North-89. Producing classic, beautifully made (and in fact, remarkably good bang-for-buck) shoes that look as sweet with a suit as they do accompanying a casual ensemble, the company was founded in 2016 by Gustaf Secher. The Rake caught up with the young Swedish shoemaker to uncover the qualities, philosophy and provenance of North-89.

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Contributor

Christian Barker

Christian Barker is The Rake's Asia editor-at-large, a frequent contributor to this site, and an enthusiastic consumer of fine whiskies, sashimi and classic disco music - ideally in unison.