WUD: Whatever you do
WUD – the acronym for “whatever you do” – is an Italian functional footwear brand founded in 2022 for a visionary yet necessary purpose: preserving artisanal expertise and combining it with contemporary relevance. WUD represents a new development of a family-owned shoe factory started in the 1950s, and preserved for three generations since. The artisanal production in the footwear sector has been significantly disrupted by the emergence of mass production and consumption habits, causing widespread negative effects throughout the entire supply chain.
“WUD positions itself within this context as a proposition placing artisanal traditions at its core, seamlessly integrating it with elements of sustainable and circular innovation. We strive to represent the balance between traditions and innovations, characterized by continuous exploration of new solutions. We believe that heritage – our cornerstone to practice consistency against the profound changes in the external environment – can be effectively supplemented by wise innovation and that innovation can hold the key to its preservation: we respect traditions as fundamental anchors of our identity and we embrace innovation as a driving force to expand the reach of our artisanal expertise, ensuring contemporary relevance in the constantly-changing modern world.”
“At WUD, being sustainable means embarking on a life-long journey of responsible decisions to pursue innovation while nurturing our traditions – A continuous path of learning and adjusting centred around people and the environment. The vision of integrating traditional craftsmanship and sustainable innovation is embodied in our attention on the use of natural, recycled, and upcycled raw materials, along with responsible, ISO14001-certified, manufacturing processes to craft superior, durable and comfortable footwear. Our products are sustainable because of the intrinsic characteristics of the raw materials that we use: wood and recycled rubber used for our soles and outsoles significantly extend the useful life of our products, compared to alternative materials. The research of innovative, recycled and upcycled materials for the uppers complements our commitment to making durable and comfortable footwear, for everyday use.”
“WUD combines traditional artisanal methods and techniques carrying forward the historical attention of our family the use of natural raw materials – particularly wood – along with responsible, ISO14001-certified, manufacturing processes to craft superior, durable and comfortable footwear, ensuring the utmost comfort and functionality with our distinctive flexible-wooden sole. At WUD, we firmly believe that comfort shall not be a privilege, but rather a daily sensation. For us comfort means the responsibility of ensuring a feeling of lightness and ease, guaranteeing absolute freedom of movement, and allowing individuals to embrace every moment with confidence and ease. The material aspect is paramount for WUD, starting from the fundamental component of all our products: our flexible wooden sole. We have been producing footwear with wooden soles for over 60 years, and our passion has driven us to explore new possibilities, approaching innovation as a continuous process.”
“We have studied, experimented, tested, and refined various anatomical solutions for our soles – The current WUD sole is the culmination of our dedicated efforts. The essence of WUD is intertwined with wood. We have worked with wood for generations considering it a virtuous raw material for its intrinsic characteristics – lightweight, thermoregulation and resistance – which determine its great ability to withstand wear and degradation. Wood is, therefore, a perfect natural raw material to ensure maximum comfort and durability, significantly extending the lifespan of our soles compared to alternative materials such as cork or polyurethane and thermoplastic rubbers.”
“The careful selection of the color palette, focused on light and neutral shades, with distinctive brighter tints, perfectly complements the material aspect, giving our mules, slides and sandals a natural look and feel. Our audience seeks premium, clean, and versatile products that prioritize comfort and simplicity for everyday use – We cater to creative, minimalist, and conscious individuals with a keen eye for high-fashion and timeless design. Quality over quantity is paramount. Our permanent collection is conceived to challenge mass consumption and production habits, prioritizing consistency and consciousness. It will evolve harmoniously with WUD’s philosophy, empowering our audience to embrace conscious consumption while enjoying complete freedom of expression and movement.”
more. www.wud-shoes.com