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WOMFT? Review – Afew Goods – Yamasura „Soil“

In what is a big and unprecedented milestone for a sneaker boutique, Düsseldorf’s own AFEW store is releasing the first sneaker model under their in-house brand Afew Goods. Named „Yamasura“, this pair is the fruit of over three years of dedicated labor of the team.

Previously, Afew Goods had released clothing such as t-shirts, many of which were collaborations with international artists. Additionally, Afew themselves are no strangers to sneaker design, what with having created what is arguably the most coveted Diadora collaboration of all time. With Afew Goods, they fully embrace the core value of sustainability, which is why most of their garments are made from organic materials. They continue this philosophy with the Yamasura, a pair that is constructed with mostly sustainable materials for both upper and sole.

Designed in Germany and manufactured in Portugal, the Yamasura impresses as an extremely focused effort that espouses the brand’s core philosophy. For the upper, the model uses different types of vegan leather, which are then combined with silky smooth nubuck and suede. These premium materials are then complemented by a highly breathable mesh around the toe box area. In a nod to the brand’s central philosophy, both the mesh, the shoes‘ lining, and the insole are made from recycled materials.

The theme of sustainability is continued in the midsole. Here, Afew Goods have partnered up with Bloom, a company that has created an environmentally friendly process to create EVA by using algae as the core ingredient. Although it took more than ten rounds of sampling, the AFEW team was ultimately able to find the right balance between cushioning and stability, all the while presenting a truly innovative mid.

Despite being so environmentally conscious, the Yamasura comes with a twist. Not only inspired by 80s and 90s runners, and it is also a homage to the Ferrari Testarossa. This motif is most directly reflected in the midsole’s idiosyncratic design: Towards the mid-section, the sole emulates the unique air intake grills that made the Testarossa such an 80s icon. The shape, too, of course, is reminiscent of the aerodynamics of the Italian stallion.

Plenty more details have been incorporated into this pair: For instance, the side panel features half of the AFEW logo in a strikingly bold recreation of the brand’s identity. The tongue then has the Afew Goods signature on it, as well as an AFEW-branded lace lock. Finally, the back heel comes with a hint of the Afew Goods logo near the back of the midsole.

Color-wise, the Yamasura returns to the leitmotif of sustainability by embracing the idea „soil“: with earthen colors like brown and grey dominating the upper, as well as the organic materials used, the Yamasura strikes an interesting balance between street cool and conscious design. Comfort-wise, this model does not have to shy away from comparisons with big brands. Well-cushioned yet always providing stability, the Yamasura is great on feet. When it comes to sizing, we recommend going true-to-size for a snug fit, or half a size up for a more relaxed fit.

The Afew Goods Yamasura releases July 31st, 2021 and retails at €210. You still have time to enter the raffle on the AFEW website, or, in case you’re in the Düsseldorf region, try your luck at the in-store release beginning 10 am. Kudos to the AFEW team for their effort, hard work, and dedication to make the world a more sustainable place. Their willingness to think outside the box and introduce another perspective into sneaker culture is duly noted. Looking forward to the next colourway!

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