INUIKII
Form. Function. Footwear.
For over a decade, INUIKII has been shaping the international footwear scene with a clear philosophy: design and function are not opposites, but are inextricably linked. In this interview, Alessio Maag discusses enduring values, emotionally resonant product worlds, and the challenge of consistently evolving a brand without losing its DNA.
It’s been 13 years since the brand was founded—what has changed, and what has stayed the same?
Alessio Maag, Co-Founder of INUIKII: Fundamentally, not much has changed. Looking back, we’ve evolved significantly as a brand, but our DNA, our values, and our foundation have remained the same. I come from an industrial design background and have never viewed design and function as opposites. This connection has been central from the very beginning and remains so to this day. A product only works if it works in everyday life—for us, design and function go hand in hand.
What role do emotions play in this context?
A central one. In the 2027 summer collection, we play heavily on the qualities of grounding, stability, and lightness. This is reflected in the color palette with pastel tones and earthy shades like brown and beige. Our goal is to touch our customers. I am convinced that an emotional connection to a product can only develop once it is truly worn, felt, and understood. That is why we also strive to appeal to all the senses in our communication—through materials, texture, and storytelling.
Your design language is very distinctive. How do you strike the right balance between wearability and striking design?
That’s difficult, and it doesn’t always work out. (laughs) At first, the ideas are often very free-flowing, almost a little crazy. Then we break them down and work with clear, familiar forms so that they make sense to our customers. It’s more of a process than a set formula.
Are purchasing decisions today more rational or emotional?
There are different trends. Some customers focus more on price, while others prioritize sustainability or aesthetics. What matters most, however, is what a brand stands for. People buy when they can identify with a brand and when it adds value for them. In my opinion, this is becoming increasingly important because there are so many products on the market. Differentiation therefore comes down to the brand itself.
Your brand is strongly influenced by family values. Is that a unique selling point?
Yes, I think so. Our company culture—that family-like atmosphere—can’t simply be copied. And the emotional connection we all feel toward the brand certainly benefits the brand itself.
When you look to the future, what are you most looking forward to?
The big challenge is to continue developing the brand while preserving its DNA. It’s like steering a ship—you have to do it just right. It’s a lot of fun, even if it’s a lot of work. Growth certainly plays a role in this—you can see how strong the brand has become in recent years. That gives you energy. What I’m most looking forward to is continuing on this path: consistently developing the brand, embracing new ideas, and at the same time preserving what makes it unique.
