The RE49 SS24 has a first highlight: in addition to the valued lifestyle sneaker, the brand with its disruptive claim “Recycling is luxury footwear” chose an icon of the past, the desert boot, and added a casual hiking shoe called The Beach. Let’s see what happens at RE49.
For SS24 we started from our main founding value: giving a second life to existing materials by showing that there is no need to create new materials or use raw materials when there are already infinite possibilities. With the umbrellas of Lignano Pineta (Udine), even an iconic classic like a desert boot gains new life and becomes the bearer of values that are fundamental today.
The Desert model revisits the glorious past but is made using materials destined for the end of their lifespan: from the sole to the upper, everything is reborn in the RE49 house.
“With the Beach we listened to our customers and played around a bit: Here, too, we started with a classic and made everything very summery and playful. The name “Beach” really wants to express a soft model with recycled foam inside, light and above all very comfortable thanks to the choice of reclaimed materials of the upper, perfect without socks while sipping an aperitif by the sea,” explains Masolini.
The tendency to leave the sneaker world, which already seems to encompass several brands, finds a new formula in RE49: “We want awareness of the themes dear to us: waste, reuse of materials, high quality and the culture of knowledge sharpen. Choose between evergreens and icons of the past. That’s why we work to breathe new life into shoe models from the past, which are part of fashion history and are very popular with the public,” explains Alberto Ciani, CMO.
RE49 will be present at Premium in Berlin on July 11th and 12th to present its novelties for the 2024 season.