Just say yes to Afew and Diadora’s highly addictive new shoes.
It’s the first collaboration for the German retailer and Italian footwear brand, respectively. The slick sneakers are designed to give a “sneaker high”-like feeling “because shoes are our drugs that we are addicted to,” Afew explained in a statement on the subversive offering.
The Diadora V7000 “Highly Addictive” sneakers drop April 22 on Afew-store.com for 199.95 € (around $214 at the current exchange rate).
Designed in Germany by Afew and produced in Italy by Diadora, the shoes incorporate an intoxicating cocktail of components: buttery suede, kangaroo leather and an ultra-soft leather lining, combined with premium mesh on the toe box.
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Design details include a pill logo on the heel and all-over printed insoles featuring graphics of round and capsule pills. The colorway incorporates touches of mint and coral on a white underlay.
For those keen on preventing reselling, the kicks are encapsulated in a blister and must be popped out, similar to how many over-the-counter medications are sealed.
The only thing sobering about the footwear is the packaging, which is designed to ensure reseller protection, “so it’s your choice to get a ‘sneaker high’ or not,” a teaser video explained. Adding to the theme, the shoebox resembles a prescription-drug box.