Notwoways are the up-and-coming sneaker brand that is on the tip of every enthusiasts’ tongue at the moment. Since launching last November, the trainer line have received accolades from some of the biggest taste-makers in fashion.
After selling out their debut sneaker ‘exuberance’ in a mind-boggling 63 seconds, Notwoways are back at it again with their newest design. Titled ‘subsolar’, the newest addition to the Notwoways collection is made up of varying tonal beige hues alongside hits orange and translucent components. Taking on a redeveloped heel cage, new recycled eyelets, a new phylon and recycled rubber midsole formula, described by HYPEBEAST as “their cleanest and most season-correct sneaker to date”.
Notwoways co-founder Callux, aka Callum McGinley, is one of the UK’s most prominent names in the YouTube scene and a serial entrepreneur. The latest in a line of YouTubers who have built their business portfolio off the back of their success on the platform.
Partnering as co-founder is an esteemed footwear designer, cordwainer and London College of Fashion graduate Rockwell Princely, who has worked for PULL&BEAR to launch their sub-brands XDYE + STWD, on top of having designed the signature shoe of eight-time Grand Prix world championship winner, Marc Márquez; with that sneaker selling over 40,000 pairs in just a couple of months.
Entirely self-sufficient, self-funded and self-made – notwoways have hit the ground running, untethered to any tradition or routine. Founders McGinley and Princely are in full command of their sneakers and deliver on each release, every time.