EXCLUSIVE: Novella aims to tell stories through sneakers
Novella takes a different approach to creating covetable sneakers, working with artisans to tell stories to through each collection.
Founded by Phil Marineau Jr., sneaker brand Novella is launching its first collection this Thursday, which the mark calls the chapters. Within each chapter, the brand releases verses, different sneakers designed in partnership with craftsmen.
"I've always been a sneakerhead, probably because I grew up in Chicago and that is almost impossible not to be – especially in the days of Michael Jordan,” said Marineau Jr. “I used them as totems. I felt when I put those shoes on. I remember people saying, "What the hell is that?" What if it was just a reissue that ended the conversation, but if there was story involved, I started to realize that people really care even if they don't like the sneakers. They just appreciate the storytelling."
Related GalleriesNovella launches its first collection with three artisans: "Love Poem" by poet Rudy Francisco, "Momotaro" by textile artist Katherine Entis and "Two Worlds" by sound artist Marcus Fischer. All three sneakers are created in a minimalist aesthetic; however, they feature graphic rubber soles inspired by the craft of artisans. Each sneaker sells for 385 $, with the original white sneaker selling for $370.
Sneaker styles from the first chapter of Novella.Marineau Jr. worked with a team of executives who previously worked at companies such as Nike, Birdies , Adidas and Vans, as well as his father Phil Marineau Sr. – who was previously chief executive of Levi Strauss & Co. – to launch Novella.
Marineau Jr. explained that the design process for the first collection took about two months. The process involved working closely with each artisan to understand their work, then working closely with Studio Noyes, who translated the artisans' work into the sneakers. The brand features the artisans in its marketing, including videos, photos and their stories to promote each sneaker.
Novella launches direct-to-consumer sales to focus on storytelling. Marineau Jr. said the brand plans to stay in the sneaker category, but will be open to expansion based on consumer interest.
The brand aims to launch chapters for each season. Chapter Two is scheduled to launch on March 30, and Chapters Three and Four are currently in development.
"We are focused on bringing great looking sneakers to market," Marineau Jr. said. “We are a boutique brand where we make very limited series. We only make 2,020 pairs of each Verse and each one is individually numbered, so truly every sneaker is unique.
Novella takes a different approach to creating covetable sneakers, working with artisans to tell stories to through each collection.
Founded by Phil Marineau Jr., sneaker brand Novella is launching its first collection this Thursday, which the mark calls the chapters. Within each chapter, the brand releases verses, different sneakers designed in partnership with craftsmen.
"I've always been a sneakerhead, probably because I grew up in Chicago and that is almost impossible not to be – especially in the days of Michael Jordan,” said Marineau Jr. “I used them as totems. I felt when I put those shoes on. I remember people saying, "What the hell is that?" What if it was just a reissue that ended the conversation, but if there was story involved, I started to realize that people really care even if they don't like the sneakers. They just appreciate the storytelling."
Related GalleriesNovella launches its first collection with three artisans: "Love Poem" by poet Rudy Francisco, "Momotaro" by textile artist Katherine Entis and "Two Worlds" by sound artist Marcus Fischer. All three sneakers are created in a minimalist aesthetic; however, they feature graphic rubber soles inspired by the craft of artisans. Each sneaker sells for 385 $, with the original white sneaker selling for $370.
Sneaker styles from the first chapter of Novella.Marineau Jr. worked with a team of executives who previously worked at companies such as Nike, Birdies , Adidas and Vans, as well as his father Phil Marineau Sr. – who was previously chief executive of Levi Strauss & Co. – to launch Novella.
Marineau Jr. explained that the design process for the first collection took about two months. The process involved working closely with each artisan to understand their work, then working closely with Studio Noyes, who translated the artisans' work into the sneakers. The brand features the artisans in its marketing, including videos, photos and their stories to promote each sneaker.
Novella launches direct-to-consumer sales to focus on storytelling. Marineau Jr. said the brand plans to stay in the sneaker category, but will be open to expansion based on consumer interest.
The brand aims to launch chapters for each season. Chapter Two is scheduled to launch on March 30, and Chapters Three and Four are currently in development.
"We are focused on bringing great looking sneakers to market," Marineau Jr. said. “We are a boutique brand where we make very limited series. We only make 2,020 pairs of each Verse and each one is individually numbered, so truly every sneaker is unique.
What's Your Reaction?
