[NO]
Sole Studies er ei utforsking av dei estetiske kvalitetane i naturmateriale brukt i skoproduksjon. Prosjektet er ei øving å bruka dei visuelle verkemidla komposisjon, taktilitet og form til å framheva desse kvalitetane.

Creative direction
Brand strategy

Carried out 2017 – 2019
New York

Client work for FEIT
In collaboration with still life photographer Ben Pogue

Posted in

Sole Studies

[EN]
Exploring the inherent beauty in natural footwear materials, the Sole Studies project is a still life exercise in composition, tactility and form.

A study of FEIT’s core natural materials: rubber, cork, jute and leather.
Foldout poster featuring artwork from project.
A study of FEIT’s core natural materials: rubber, cork, jute and leather.

[EN]
In collaboration with still life photographer Ben Pogue [Walter Schupfer Agency], the project attempts to reduce visual complexity, relying heavily on the formal qualities of each component. The campaigns, carried out for New York cult footwear label FEIT, utilised components used in both footwear production and in the brand’s footwear itself.

[NO]
Eit prosjekt gjort i samarbeid med stilleben-fotograf Ben Pogue [Walter Schupfer Agency]. Målet med prosjektet var å freista destillera essensen forteljinga om sko og materiale brukt i skoproduksjon gjennom å utforska dei reint formmessige kvalitetane i materiala. 

Spread from brand catalog.

[NO]
Studiobilda danna grunnstammen i merket sin identitet, saman med svært minimal bruk av typografi. Formelen speglar merket sine produkt, som har freista nærma seg skodesign gjennom å arbeida seg fram til ein absolutt essens av kva ein sko er.

[EN]
The studio imagery formed the backbone of the brand’s identity, paired with minimal typography. The formula was devised to mirror the brand’s product, which had stripped away all unnecessary elements to arrive at the quintessential idea of a shoe.

Visual for hand sewing feature.
Stacked shoe boxes, shoe care kits and care guides, all in unbleached kraft paper.
Package containing a concrete mould wrapped up and ready to be shipped to New York for photoshoot.
A recreated espadrille spinner tool in pine wood. The spinners are used in the production of espadrille shoes, in which the craftsman uses the perforated steel bar to place pins that define the sole size, before spinning the jute to eventually a shoe sole.
Concrete mould in the making at Mads John Thomseth’s studio. Mads John was central in the development of objects and concepts for the Sole Studies project.