Parisian footwear brand, Both, is making a significant splash with the opening of its first European concept store in Paris’s Marais district, at 6 rue de la Corderie, showcasing the SS24 collection titled « Endless Spring. »

Known for its innovative use of rubber and upcycled plastic, Both has been a trendsetter since 2016, endorsed by global celebrities such as Blackpink, Bella Hadid, Irina Shayk, and Rosalia. Collaborations with fashion giants like Dion Lee and Monse have reinforced the brand’s creative prowess.

In collaboration with Atelier Craft, the Paris store features a captivating window installation of GAO high boots dipped in liquid rubber. Wire baskets, dripping in both’s signature oxi green, showcase the brand’s natural rubber dipping technique. Custom benches and plinths by Sixinch, mirroring rubber material, add an experimental touch.

The SS24 collection introduces Both’s first heeled range, featuring kitten heels with a diagonal metal heel for a streetwear-inflected aesthetic. Vibrant PVC uppers in hues like bright yellow and bubblegum pink provide a comfortable yet stylish option for the season.

The iconic GAO sole takes a playful turn with the GAO Derby Bow, offering a youthful energy to b o t h’s unisex style. The GAO Eva shoe sole transforms into a mule silhouette with a metal logo plate, and sporty tyre platform sneakers add a touch of customization with « B » velcro patches.

As Both opens its Paris concept store doors and unveils the SS24 collection, it invites fashion enthusiasts to experience an « Endless Spring » filled with vibrant colors and a promise of brighter days.

@bothparis

both.com