ID Eight
"We want to show who we really are"
At an event at Abseits in Stuttgart, you customized sneakers and hand-painted a shop window. Are events like these the best way to reach customers?
Dong Seon Lee, Creative Director ID Eight: Yes, because they give us the chance to show who we really are. Personalizing the sneakers live, turning a shop window into a work of art, telling our journey - all of this creates a much deeper bond than a social media post.
The market for sneakers is competitive. How important is the community?
Absolutely crucial! Today, people are not just looking for a product, they are looking for a language that makes them feel part of something and a place where they can find themselves. It also gives them something tangible: people are more inclined to make sustainable choices when they feel they are part of a collective effort.
Your product is vegan, fair and sustainable. Decisive for purchase or just an add-on?
Most people want to know how we produce and where the materials come from. We want to make our sustainability visible, which is why we use environmentally friendly packaging and offer the option of returning sneakers at the end of their life or having them repaired. In this way, our customers not only feel like customers, but also like active participants, they become part of the process. We want to build a lasting connection with them, with the aim of finding a common direction. This is much more important than just a transaction!
