The Hoofser Shoe

Milan Fashion Week Showcased NFT-Linked Designer Shoe

BY Andrew Rossow

September 26, 2023

Hoofster, the first crowd-sourced designer shoe, officially made its appearance on this year’s runway during AVAVAV Spring/Summer 2024 Milan Fashion Show, closing out Milan Fashion Week. According to the statement release, the shoe is the first crowd-sourced designer shoe with a Web3-enabled utility to step onto fashion’s global stage.

In a bold departure from traditional designer shoes, the ‘Hoofster’ is the offspring of indie fashion label AVAVAV and Web3 design studio OnlyEver, represents a new blueprint for the possibilities of co-creation between creative directors and the community. 

The Hoofster Shoe

OnlyEver is the newest luxury design arm and production company of RubensLuciano, a renowned Italian creative studio that has prioritized cutting-edge design for over 35 years. Its track record in the footwear design industry has attracted long-time clients such as Versace, Birkenstock, Ivy Park, and Calvin Klein. 

The studio combines contemporary design concepts with classic luxury design. This approach enables the efficient transformation of initial sketches into tangible prototypes through skilled manufacturing.

AVAVAV, led by creative director Beate Karlsson, has also been quick to make a name for itself since its 2020 inception, aligning itself with fashion icons and A-list talent from around the world, including, but not limited to Doja Cat, Lil Nas X, Bjork, Playboi Carti, and more. 

The duo championed community involvement, hosting public votes determining each facet of the shoe’s design. 

“We strongly believe that the next frontier of fashion lies in the community itself, and embracing co-creation stands as a prime method in forging this path,” said OnlyEver founder Rocco Bressanin. 

He elaborated on the nature of the partnership by underscoring the utility in embracing blockchain technology to challenge traditional industry habits that open the doors for a “new industry standard” that encourages community participation. 

The Hoofster, which is now live for pre-sale, is a limited edition production, with each pair only crafted upon receiving an order. Each pair of Hoofsters comes with an embedded NFT-linked NFC chip that allows the holder to own its digital twin as well as the physical sneakers themselves. 

Editor’s note: This article was written by an nft now staff member in collaboration with OpenAI’s GPT-4.

Dive Deep

Features & Guides