about
It is time to take some of that Underground brand dna, with its provenance, authenticity and unswerving narrative and its inexhaustible contemporary relevance, and apply it within Breaking Newground, to entirely new products, categories, and territories
Starting life as a marketing campaign for British shoe brand Underground, the idea behind breakingnewground is to collaborate with emerging designers and introduce new contemporary products. To keep moving forward we would need to be continually “breaking newground“. But it is also apparent that the concept might go beyond that single campaign. Breakingnewground , instead , can act like a disruptive or pioneering start up, albeit a start up with 40 years experience, it can discard many of the old practices connected to production, stock holding and distribution channels and instead embrace the new fashion paradigm of zero inventory, mass customisation, circular models, virtual products and NFTs.