A young designer looks at a new trend of sneakers.
In the past few years, the young generation in the creative industry has been very active. Especially in the European scene, there are many young designers who are full of new talents and possibilities. One of the first of these is Giorg Filbert, a designer for the footwear brand "Filling Pieces" based in Amsterdam, the Netherlands. Although he is only 27 years old, he is one of the next generation of designers with a global perspective. Filling Pieces" is already sold in more than 45 countries around the world, and is known as an up-and-coming brand that is favored by many famous celebrities. Filbert came to Japan for the pop-up event at Estnation. We asked him about his views on sneakers, the current global sneaker boom, and his vision for the future, which have never been discussed in the media before.
Born in 1989 in Amsterdam, the Netherlands. He went to school in the architecture field, which was also his grandmother's career, and learned the basics of design. Soon after, he decided to create his own footwear based on his own aesthetics, and in 2010, at the young age of 19, he launched his own brand, Filling Pieces. Last year, he was appointed creative director of the brand, which now operates in more than 45 countries around the world, including the Netherlands and Japan. He is one of the hottest young designers in the European scene.
The sneaker market was easier to enter than the apparel market.
-First of all, could you give us a brief history of Filbert himself?
filbertI originally went to school for architecture, influenced by my grandmother, and at that time I studied building and space design. I then became interested in design, especially product design from the consumer's point of view. Seven years ago, when I was 19 years old, I started my own brand.
-Why did you decide to become a sneaker designer?
filbertI have always loved sneakers, of course, but the other major reason was that there was less competition than for clothing brands. From my point of view, the sneaker market was easy to enter.
-What kind of brand image did you have when you started Filling Pieces?
filbertBefore I started my own brand, I had a yearning for high-end brands such as Louis Vuitton and Gucci, just like everyone else. But of course, I didn't have the money at the time and couldn't afford to buy them. I was also bored with sports brand sneakers. So I started looking for sneakers that were in the middle of the price range and still maintained high quality.
-What kind of sneakers have you yourself worn in the past?
filbertWhen I was young, I wore a lot of sneakers from sports brands such as Nike and Adidas. Especially high-tech models. I really wanted to wear a lot of high-end sneakers, but it was difficult financially. I still buy at least two pairs of sneakers a month, and my passion for sneakers is that strong.
-Aside from your studies in the architectural field, are there any other influences on you?
filbertCulture and art often inspire me, but the Netherlands is also a country with a large ethnic mix. So I am often influenced by the people in the streets and the culture that comes out of them. Also, my mother always taught me that shoes are the finishing touch to a look, and this is still a driving force for me today.
-What do you look for in sneakers in terms of features, design, etc.?
filbertI want to make sneakers that are unique and innovative, so I want to make something that is unique and innovative. That is why I want to create something unique and innovative. When we do visual shoots for our products, we go to countries such as Africa and try to offer the culture of the country as well.
These slip-ons were created in a special order with Estnation. It features a high-quality suede material and a highly cushioned sole. A pair with an appealing "dignified" look that links to the image of both. ¥38,800 (in TAX)
-That's a new approach. That's why it has been accepted in so many different countries, such as being deployed in over 45 countries.
filbertWe make about 300 models of sneakers per season, and the reason for this is that there are many different types of people in the world, aren't there? There are so many different types of people in the world, with different races, body types, styles, and tastes. That's why we try to have a wide variety of styles, so that we can find the best pair for everyone.
-You have collaborated with a number of brands, and here in Japan, you have collaborated with "United Arrows and Sons" in the past. And this time, you produced a special-order model to accompany the pop-up at "Estnation," which was the purpose of your visit to Japan. What kind of pair did you end up making?
filbertThey are casual slip-ons, but if you look closely, you can see that I am very particular about the details and materials, and in a word, they are luxury slip-ons. It is a pair that is linked to the image of "Estnation" from my point of view, and is also a pair that allows me to propose new ideas.
What exactly was involved in the communication that led to the production of this special-order model?
filbertFirst of all, Estnation is one of our most important clients. First of all, Estnation is a very important client for us because they have a world view that mixes a wide range of categories, from high-brand brands to lifestyle items, which is something our brand has in common with theirs. We received an order from "Estnation" for a pair of sneakers based on slip-ons, and we started a special order project. Slip-ons tend to have a strong street-style feel and an Americanized impression, but we wanted to create a premium pair that would be unique to "Estnation.
-What are some of the main features?
filbert: Each material also has a fine Portuguese suede upper, and the sole is from Italy. The inside is made of pigskin, which is thinner and more comfortable than regular leather. The cushioning is also comfortable. They are made in Portugal, where our factory is located, and the cutting is all done by hand. They are slip-ons, but I think they have an unprecedented silhouette. I hope you will experience them for yourself.
-Today, there is a huge global sneaker boom, with various news and topics flying around. What do you think about such a thriving scene?
filbertWe see the growing market for sneakers as a great business opportunity for our brand, because a growing market draws attention to what we do. This is because the growth of the market attracts attention to our activities. This is evident in the fact that the share of sneakers in apparel stores has increased. But there are more brands competing with us than there were seven years ago. It's not all good things.
-I think it is impossible to ignore the existence of "Pata" when talking about the sneaker scene in your home country, the Netherlands. What do they mean to you?
filbertPata: Pata is a senior from our point of view, and they have been creating the street scene based in the Netherlands for more than 15 years. I think they were the first to show the world how cool the city of Amsterdam and the scene that emerges from there is. In that sense, I respect them very much and they have influenced me a lot.
-There is also a community of young designers and creators of the same or even younger generation around Filbert, such as the people at Daily Paper and Smib, who is involved in the New Original brand.
filbertI know you well. I am very close with the members of The Daily Paper, and we have always been a part of the same community. We are good friends and support each other in business as well as in our personal lives. Smib is a younger designer than I am, but he is very active on a global scale. We have a good relationship, and I give him advice when I see him, and we hang out together. And he's very good at taking advantage of that advice. He's younger than me, but he's a great inspiration.
-In the past few years, the youth generation, including young designers, has been attracting a lot of attention in the Netherlands and other countries. What do you think is required of you in such a situation?
filbertOf course, I think it's a good trend. The younger generation, like ours, has nothing to fear and is always up for a challenge. I think that is the source of their creative mind. At the same time, they have fresh energy. There are many talented people in the world who have many of these elements as well as talent, but until now there have been few opportunities and chances for them. It was not possible to raise high advertising costs to publish their works in magazines and media. That's why I think it's a good thing that social networking sites such as Instagram have become mainstream nowadays. Everyone has an equal chance to promote themselves.
-Is Instagram an important advertising promotional tool for Filbert as well?
filbertI agree. In Europe and the U.S., the importance of printed matter seems to be waning with each passing year. But in Japan, there is still such a culture, isn't there? Every time I come to Japan, I am reminded of the advantages of magazines and other paper-based media, but I try to use SNS not as such media, but as a marketing method, such as an advertising tool or product verification.
I'm happy now because I have a great purpose for my life.
-Are there any influences outside of the fashion world?
filbertI think Elon Musk is the founder of PayPal. His innovative imagination is what will be needed in the future, and I find him to be the most clever and creative of all. I was also very influenced by Steve Jobs, the founder of Apple. I used to focus on my activities as a designer, but their influence has made me think that I should have more of a business mindset. Because of this, I have recently brought in a partner to help me with the business side of things, and I am now able to focus more on my creative work.
-What changes have you seen in yourself since becoming a shoe designer?
filbertOn a personal note: Before I started my brand, I was just going to school without a clear purpose, but it was a chance to change that boring routine. Now I'm happy because I have a greater purpose to my life. I wake up in the morning and I have a mission to create a new pair of sneakers. I think that's the secret to a fulfilling life. And when I go to the office, I have a group of colleagues who are like family. In business, we want to offer new innovations in sneakers, and I'm sure PayPal and Apple had a lot of struggles and failures before they succeeded, right? Of course, it must have taken a lot of time. If that is the case, we still have a chance. I think we are in the middle of that change.
-What are your other fashion obsessions besides sneakers?
filbertWe are always following the trends in fashion as well as sneakers. And we are planning to develop not only sneakers but also an apparel line. We have realized that consumers are looking for a total coordination and that they are looking for a lifestyle product, so we decided that we should approach them with a product line other than sneakers.
-That is something to look forward to. As an extension of what you just said, what are your prospects and ambitions for the future?
filbertOf course, my main goal is to make the brand even bigger. To that end, I am considering starting an apparel business and opening a retail store in the future. I would also like to set up a studio where I can do all the marketing and branding for the brand. I would like to invite young designers and creators and expand the community there. In this way, I hope to build a new scene in Amsterdam.
