PREMIATA presents John Low, the new sustainable sneakers
by Adriano Batista
Premiata introduces the new John Low model, created by Graziano Mazza, Art Director and founder of the brand, in name of circular economy.
In this way, PREMIATA expresses its concept of sustainability, based on the reuse of materials and great attention to the rational use of raw materials. The recovery of production scraps, through innovative techniques that respect the environment, transformed into highly performing fabrics, leathers and soles is the key principle of this new model. John Low is produced by 80% of renewable materials through Italian patents that consider the preciousness of a scarce resource like water.
The high-quality suede evŎlo of the upper is produced by SCIARADA tannery with eco-sustainable, certified and patented processes obtained from an innovative process that respects the environment and the principles of circular economy by recovering and regenerating processing waste, reducing the use of chemical products and reducing CO2 emissions and the use of the basic need: Water.
The packaging is in certified recycled cardboard and also contains a fun invitation to reuse it.
The international launch of this model is accompanied by a campaign of images that narrates the existence of a mythological character, named after JOHN LOW, enriched by fantasy outlines, a real Premiata character that represents nature in all its ancestral meanings. John Low lives in primordial forests and is recognizable thanks to his large and almost tribal mask, made up of sneaker parts and long colored fringes. Is it represented a man of a distant past or that of a future of new awareness or a world that we can only imagine and dream about?
www.premiata.it
TAAKK SS21 Backstage!
DEVOUTNESS
actual
PREMIATA presents John Low, the new sustainable sneakers
previous
TAAKK SS21 Backstage!
next
DEVOUTNESS
Courrèges, the French fashion brand currently creatively directed by Nicolas Di Felice, presents its Resort 2026 collection.
Diesel’s 2025 Pride capsule collection, created with the Tom of Finland Foundation, is all about freedom, freedom to express yourself, to love who you want, and to be unapologetically you.
Andrii Barabash at Elite photographed by Adrian Cuerdo and styled by Matíos & Cesar, in exclusive for Fucking Young! Online.
PUMA has once again joined forces with French designer Louis Gabriel Nouchi, this time revisiting the 1999 Mostro Mule.
Over fifty emerging Finnish designers presented their collections at the Amos Rex SS25 fashion show, held in the courtyard of Helsinki’s Amos Rex museum on May 23rd. The event formed part of Fashion in… »
Resort 2026 by DSQUARED2 is rebellion at its purest!
Japanese artist Kunimasa Aoki has won the 2025 Loewe Foundation Craft Prize for his terracotta sculpture Realm of Living Things 19.
This collaboration reflects Paloceras’ approach to eyewear design, where technical precision meets handcrafted detail.
Last week, Helsinki became a focal point for fashion innovation as Aalto University presented its graduating students’ work at Näytös25.
Gal Nell Dahan debuts in menswear with his Fall/Winter 2025 collection, characterized by timelessness, rich fabrics, and sustainability.
This summer, the Monte-Carlo Beach Club has a new look, thanks to Jacquemus.
Nike’s latest running shoe, the Structure 26, arrives with a clear mission to deliver serious stability without sacrificing comfort.
Helsinki has long been an incubator for avant-garde creativity, and this year’s Fashion in Helsinki solidified its reputation as a nexus where fashion and art dissolve into one another.
The shoe takes inspiration from mid-century track runners but gives them Margiela’s signature deconstructed touch.
YSL Beauty has announced actor and musician Aron Piper as its new ambassador for Spain and Portugal. The 27-year-old star perfectly embodies the brand’s values of authenticity and individuality, aligning with the ethos of… »
The launch campaign, “EVERYTHING NOW – LEAVE NOTHING UNEXPRESSED,” captures the energy of a generation that treats every day as a chance to reinvent.
In a world that still asks “Does anyone even want to be a man anymore?”, their answer is a middle finger wrapped in glitter.
It began with a disruption: intentional, visual, and unapologetic. GLITCH wasn’t designed to follow clean lines or play it safe.
The organisation in charge of the prestigious ANDAM fashion competition unveils the list of finalists for the 36th edition.
Instead of just taking backstage shots himself, photographer Joonas S’Diri handed his phone to the models and let them take selfies.
Junya Watanabe joins forces with Alpha Industries to deliver a biker jacket defined by military rigor and Japanese avant-garde simplicity.
Granado teams up with Guimarães Rosa Institute and the French Institute for the fourth edition of ABERTO.
Indeed, after the calm that the last two months have brought (especially for those who work in the industry), it’s back to what, for some, is the most dreaded date: Fashion Week, which is not just a week, but a… »
The event highlighted a mix of established brands and new designers, all recognized for their focus on sustainability, creativity, and meaningful design.
The capsule collection takes the duo’s chaotic, genre-defying energy and turns it into wearable rebellion.
Persol’s Latest Drop is a Love Letter to Cinema and Steve McQueen
Maksym Rassokha captured by the lens of Oleg Borisuk and styled by Kiss Mark, in exclusive for Fucking Young! Online.
To mark its anniversary, LOEWE is releasing the Puzzle 10 collection, a tribute to a decade of innovation.
For their 20th anniversary, END. joins forces with Aries to drop Arcade, a capsule collection built on nostalgia for 90s gaming culture, drift racing, and the gritty charm of seaside arcades.
