Actions, Not Words 

What does "realness" mean to you personally? 

Floris van Bommel, Creative Director: To me, the term is clear-cut: something is either real or it isn’t. At the same time, I often find the discussion about it strange. When is someone a “real” man, and when is a brand “real”? Many people seem to find it interesting to dismiss something as “fake.” Most of the time, that says more about them than anything else. Every person and every brand is real—just different. It’s precisely these differences that we should describe in more detail. 

And what about your shoes? 

We’re not getting involved in this competition over authenticity. I believe more in actions than words. On dating shows, many people describe themselves as funny or rebellious—but the truly interesting people rarely do that. When you watch them, you can see their character for yourself. It’s the same with shoes. You don’t have to go out of your way to explain who you are. You just know. 

  How does that show up in your business practices? 

We don't concern ourselves with that. Our focus is on building a sustainable business and telling our story honestly. If people are drawn to that and like our products, they'll become customers. 

@florisvanbommel