Butterfly Works

Thursday, May 6, 2010

!SYOU and Butterfly Works launch a brand new international sneaker concept combining style and fine materials with co-design.

!SYOU in a nutshell
!SYOU is a brand new international sneaker concept combining style and fine materials with co-design. !SYOU co-design is the unique collaboration between emerging local talent - drawn from a diverse selection of proud nations - and established fashion designers. For every pair that’s sold, 10% of the purchase price is directly donated to the local talents from the country the model is inspired from.

Butterfly Works
Butterfly Works is one of the founding fathers of !SYOU, and responsible for social branding and the return model of !SYOU. The model had its focus on co-design and supporting creative talent in the different developing countries !SYOU brands its collections in. Next to this, Butterfly Works functions in an advisory capacity in the search for suitable manufacturers and the use of local materials and techniques.

SYOU’s return model in a nutshell
!SYOU encourages creative industry by recruiting creative talents who co-design the !SYOU brand. By competing in a pitch the best co-designers are chosen and receive an assignment + business support for their creative business plan which will give an incentive to the local creative economy.

!SYOU return model in depth
Local Talent
In every country the creative process starts with a ‘talent call’, an open pitch for an assignment. From these submissions !SYOU selects three talents in separate disciplines to co-design the collection of shoes and its marketing material.

• The talent who has won the pitch gets the assignment to co-design the !SYOU-brand in his or her discipline.
• The !SYOU talent is also invited to apply for a micro investment of a maximum of € 2.000,- to boost or start up a creative business.

Co Design
Butterfly Works defines co-design as collaboration between cross-cultural creatives, each bringing their own perspective to a brand and/or products.

In the context of !SYOU, this means that each model is the result of a country specific co-design process. For every collection, another country is selected. !SYOU co-designs by designing, photographing or writing together with cross-cultural artists, designers and other creative professionals.

Local Production
For !SYOU, Butterfly Works sources as many local materials as possible to ensure a share of the retail price is directed back to the local economy. All materials are chosen on the basis of sustainability and authentic design. Keeping in mind that all products have some environmental cost attached and the aim will be to keep this to a minimum. !SYOU aims to be a fully sustainable sneaker.

The Return Model Implementation
In the case of !SYOU, 10% of sneaker sales is directed back to the local creative community. This means approximately €15,- will be invested in innovation and the growth of creative enterprises and entrepreneurs.

€10,- of every shoe will be directly invested by supporting local talents and their business plans. Finally, €5,- will be spent on talent specific advice, connection to networks, participating in exhibitions, etc.

Butterfly Works is proud to play a role in this exciting new launch. Visit the !SYOU website here