After 3 years of research and development, VYN found its birthplace in a family-run manufactory in northern Italy, where their sneakers are handcrafted to last. Born out of timeless design, quality materials, and Italian craftsmanship, VYN has re-engineered the most vulnerable parts of their premium sneakers so that you can replace, repair, and love them for longer throughout the seasons.
We recently had the pleasure to talk with Stefan Mathys, co-founder of VYN Sneakers, about the story behind the brand and how VYN sneakers have become the much-loved eco-innovations that they are today. Read the full interview below.
What inspired you to start VYN?
After 15 years experience as footwear designers and developers for international premium and luxury brands, our wealth of experience made us understand the current juxtaposition in the footwear industry. On one hand we appreciate craftsmanship, purist design, quality materials and creating beautiful products on the other hand there is a lot of suffering in this industry that thrives on high margins, seasonal overproduction and too many ‘hype’ products that don’t have the cultural longevity built into the design or materialisation of the product.
There was only one way to go on in this industry by creating our own brand. We launched VYN in 2019 after three years of research and development. After weartesting the prototypes we achieved “proof of concept” of the world’s first renewable sneakers. Deconstructing the product was only the beginning. Our mindset of responsible production and consumption also demands a new system thinking of collections and distribution where the customer is always front of mind.
What’s the story behind the name ‘VYN’?
VYN comes from our belief that we all want to ‘win’, us as a brand by supporting our customers and our customers by enjoying their Sneakers for longer.
What’s one thing you want people to know about your brand?
VYN designed the world’s first sneakers you can personalise and renew yourself.
Tell us what you love the most about your sneakers.
I am most proud of the feeling we give our customers when they step into our sneakers. When people stand up, take a first step and say wow. Then look into a mirror and feel confident and dressed for any occasion with our trainers. It’s a modern classic design that is timeless but allows anyone to personalise their sneakers and add that little bit of fun.
What’s the best part about running your business?
Working on my dream everyday and when a customer writes us back to say how much they love their sneakers.
How do you want people to feel wearing a pair of VYN sneakers?
Confident, well dressed, comfortable and most of all themselves.
Since launching VYN, what’s a success that you’re especially proud of?
Catherine, my Co-Founder, won the PowHER award for the female entrepreneur of the year in her hometown in Basel which was a very proud moment as I know how hard she works everyday to make our dream come true.
What projects are you working on at the moment?
The biggest thing we want to launch this year is a personalisation tool so you can add your initials or corporate logo to our sneakers.
We also hope to launch some great collaborations with brands and spaces where we personalise our heel counters and offer unique pieces to their members.
If VYN was an animal, what would it be?
Probably a horse that is beautiful in its aesthetic and has endurance to go all the way.
What motivates you?
I want to change the footwear industry for the better and create everyone’s favourite sneaker. A piece you want to wear every day and can personalise as you like.
What are you most excited for in the future?
The people I will meet on the journey and the collaborations we form with other brands and individuals.
What’s one change you wish to see for the world?
Happiness needs to replace our strive for money. If you have the essentials to live on then all that is left to achieve is happiness.
What’s one person that inspires you?
Gary Vaynerchuck.
What’s the best piece of advice you’ve ever heard?
The biggest asset in the world is your mindset.
What’s some advice you have for people wanting to shop more consciously?
Try to buy small, local and as little as possible. Listen to your gut feeling and your friends. Marketing has made it challenging to know what exactly is happening with the things we buy. Smaller brands are more transparent because they know their supply chain. Most of the bigger brands have it much harder to know what is happening with everything they are producing.
In what way is the future of fashion sustainable?
Reducing production by 90%. We can supply clothes for the next 6 generations of people on this planet without producing one more thing.
Thank you to Stefan for the inspiring conversation and for driving a brand that is changing the footwear industry for the better! Discover VYN’s sneakers on Finsu here.