both Paris Opens a New Concept Store and Welcomes Back Mats Rombaut
by Adriano Batista
both Paris has unveiled a new concept store at 14 Rue Oberkampf, timed to Fashion Week. The space is conceived as a place for Parisians to connect with the brand, combining elements of a laboratory, a museum, and a boutique. Customers can try on shoes, buy in-store or online, and see the manufacturing process through a permanent exhibition of the brand’s in-house artisanal production line. Prices are dropping by 20% to better align with purchasing power.
The natural rubber footwear brand has built a following through futuristic designs and distinctive chunky soles. Worn by the likes of Lisa, Rosalía, Irina Shayk, Troye Sivan, Kylie Jenner, and Anya Taylor-Joy, the shoes have also been spotted at the opening of the Paris Olympics. Crafted from natural rubber, the soles provide a stable yet cushioned base, while leather detailing ensures breathability for the street, stage, work, or home.
Following its first Paris boutique in 2023, the brand also announces the return of Mats Rombaut as creative director. Alongside his own label, Rombaut designs the both collections, and has introduced a new signature sole: GUM. Wider and more rounded than the previous GAO model, the architectural design offers an understated, grounded aesthetic. Debuting with the current Fall ’26 collection, it signals a new phase in the brand’s international expansion.
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