Description:

FORM. The cwic 'one' sneaker family is, in a sense, influenced by Dieter Rams' 10 principles of good design. Further "we believe good design should transcend trends, not follow them." That is, the shoes are not styled but seek to be honest interpretations of unmet user needs.

FUNCTION. The sneaker range is based on the principle that "our purpose is to design and craft beautifully simple, versatile, and functional footwear that is genuinely comfortable. Fit-for-purpose."

SAFETY. Using elastic laces, it was important that the foot 'grip' was as functional as standard laces to prevent the sneakers from slipping off the foot. The sole is 30% natural rubber and combined with the multi-directional circular tread pattern provides a high grip on wet/dry and even/uneven surfaces. The canvas sneaker is coated to help overcome water penetration, thus helping minimising the possibility of internal foot slip.

QUALITY. The sneakers are made from responsibly sourced and repurposed materials. Through all stages of production, there was strict quality control based on demanding specifications.

COMMERCIALITY. The ‘one’ sneaker range is mid-market priced, offering user benefits often seen in higher-priced competitors. The product design is an integral part of cwic's brand proposition "form+function. beautifully integrated."

cwic's social return and environmental impact on design investment are yet to be determined.

LEADING-EDGE PRODUCT INNOVATION
As previously clarified the cwic 'one' sneakers are not dependent on styling and trends but, rather, on good design and sound design processes.

The sneakers employ a combination of innovations into one new product offering which includes the multi-directional grip sole; the scuff-resistant toe cap, and the subtle circular brand identification (no need to shout) which speaks of the circular economy "as an industrial economy that is restorative or regenerative by value and design”( wikipedia quote).

It could also be argued that the insights, design process, and the differentiated overall design outcome, deliver a unique combination of user benefits that constitute 'innovation'.

Very significant time was spent during the product development sequence securing and integrating materials that 'improve humankind's + earth's well-being'.

UNIQUE, IMAGINATIVE
cwic 'one' is a singular design approach that comprises a more formal version in black or white Nappa leather in a high and low top, while the more casual version comprises recycled canvas in 4 colours, in a high and low top. It is unusual to see a singular shoe design suiting various use situations and needs.

MEASURABLE OUTCOMES
As has been clarified the cwic 'one' offering is new to the market. The response received from purchasers/end users signifies that they 'get' what the 'one' offering is about and that they love the on/off ease, comfort, and honest design of the sneakers.

POTENTIAL IMPACT
The company considers its purpose, company values, and design principles to be fundamental to its future success.

Company purpose:
Please see above: Criteria 1. Good Design (Function).

Company values:
Listen: everyone has a worthy voice.
Question: how can we be better? is there another way?
Brave: never stand still. make it happen.
Change: don't get comfortable. revolutionise when necessary.
Together: alignment builds strength and viability.
Better: for the good. mutually beneficial. every part.
Careful: always improve humankind's + earth's well-being.

Design principles:
Simple: honest. unembellished.
Easy: uncomplicated. intuitive, natural. functional.
Purposeful: fit for use. enabling. functional.
Integrated: unified. all parts/details working together.
Beautiful: intelligently resolved. balanced. harmonious.
Understandable: coherent. clear. unambiguous.

cwic believes, given suitable funding, aligned production partners, staying true to its purpose, values, and design principles, as well as intensified strategic brand marketing, there is a very good and sound foundation for business amplification.

EXEMPLAR
It is by design thinking, doing, and strategy that cwic has created a differentiated offering, and revealed a potentially new and viable market space.