# data[].attributes.body
Ruggedness

The brand uses raw materials from single shoe bundles at Traid's (a charity retailer) warehouse. They create one of a kind, distinctive shoes. The brand offers a service of sending in old trainers for them to deconstruct and reconstruct into a new pair. This is inspiring people to not throw away their old shoes and instead make them into something new. She markets this service by pushing how the new pair of shoes will hold memories and have a personal story already attached to them.

# data[].attributes.body
Helen Kirk Studio started in 2019 with a clear mission to rescue odd trainers from landfills and transform them into new creations that highlight and address the problem of post consumer trainer waste from linear production processes.

They aim to reconnect people with the craftsmanship and tactility of products that have been lost through mass production.

# data[].attributes.body
The brand focuses on three aspects. Planet (substantiality), Play (spontaneous creativity), and Process (honouring the work that goes into the shoe).

# data[].attributes.body
Helen Kirkum is a designer and artist based in London who started her eco- conscious brand in 2019.

# data[].attributes.body
the boxes reflect the shoes, put together from multiple brands

# data[].attributes.body
Personalised workshop, where participants are guided to create shoe designs, given advice on sustainability and step by step sneaker sculpture building video tutorial from Helen.

# data[].attributes.body
Every pair of shoes tells a story, from paint splatters to skating scuffs.

# data[].attributes.body
This is Helen Kirkum's Philosophy. They invite their consumers to dust off any forgotten pairs and send them to their way. The brands deconstruction and reconstruction techniques guarantee head turning trainers.

# data[].attributes.body
creative imagery

# data[].attributes.body
For this partnership, ASICS asked the London-based designer to create a micro collection of custom GEL-1090 sneakers. The shoes will be sold online by Copenhagen women's sneaker store NAKED CPH and the proceeds donated to Right to Play, a non-profit that protects, educates, and empowers children to rise above adversity using the power of sports and play.

# data[].attributes.body
not only making shoes but also bags using quilted mesh which reflect "playful individuality and spontaneous creativity" or using woven shoelaces which "tells its own story through rich textures and playful design details"

# data[].attributes.body
they also create keyring using shoelaces, these have he same creative process as the other products and fit the brands image

# data[].attributes.attachment_caption
Aaker’s five brand personality dimensions

# data[].attributes.body
Their colour theme reflects the overall message of the brand. The blue, green, brown and greys reflect on how they source the materials for their products and retell the consumer that they are a very sustainable brand.

# data[].attributes.body
Her passion for footwear truly began when she started an undergraduate degree at Northampton University for footwear design. She started repurposing old shoes in university. She then did her MA at the Royal College of Art and found the perfect technique to create her reconstructed footwear.

Starting a brand in 2019 and maintaining the amount of success she has is brilliant as lots of brands developing and growing at the time of covid failed or never even launched.