The coolest sneakers you’ve never heard of
and my fav fashion critic just subscribed to my newsletter
Dear Reader,
As noted last week, I’ve been super busy with the latest FORK & MELON launch (see the new products here!), so I haven’t had as much time to write. But I’m back—with a list of more under-the-radar sneaker brands I currently like. Some posts are more philosophical than others.
Before I get into it, one of my most favorite fashion writers subscribed to both F&M’s email list and Soap AF newsletter this week…! (Hi, Rachel!)
Wise, as her Instagram says, is the fashion critic1 for the Washington Post, aka she’s one of the few relevant journalistic voices in fashion still on the payroll of a major traditional media outlet. She also has an invite-only fashion newsletter called ‘Opulent Tips’ that I was recently added to and have been enjoying. As the author of Soap As Fashion (an intellectual style newsletter) and self-admitted fashion dork—I’m thrilled!!One more thing: I’ve unlocked my essay from last month titled “Old Money Energy”, which was previously only available to paid subscribers. Check it out here if you’d like to read it.
And if you’re already a paid subscriber, thank you so much for your support—there will be more perks just for you coming soon.
Today’s post is more directly fashion-focused, i.e. what are some cool2 sneakers right now that are still pretty under the radar. The ones I’m mentioning below will probably never blow up to the level of Hokas or Ons (which many people still may not have heard of—but if you’re aware of these types of things they are everywhere, not in small part because they are apparently that comfortable).
The ones on this list beg one of two responses: 1) “what kind of sneakers are those and where did you get them” or 2) “I’m not outright noticing your sneakers but you look cool/smart.”
In general I’m more of a classic sneaker brand wearer: Nikes, adidas, Reebok, and even Pumas (remember them)? The classics are always good. I can appreciate the look of New Balances from afar (love how
styles them), but somehow the brand is just not for me (I feel similarly about Vuori for lounge/activewear). There are several luxury brand sneakers that I like (people have been talking about the Dries ones for a bit, which are actually on the lower end of the luxury sneaker price range), but spending ~$500+ on sneakers just feels kind of silly RN. (Just my opinion—if you can afford them and they make you happy go for it! And who knows, with the way prices are currently going, a $500 price tag for sneakers might be the new normal soon so maybe you’re actually getting a deal! Blurg3).Anyway—for some reason my interest has been piqued by a few of these lesser-known sneaker brands. It’s possible that the macro inclination in the culture right now of moving away from traditional luxury and into more niche, ‘iykyk’ brands has infiltrated my brain. (Or is it paradoxically that this inclination is originating from my brain and being aggregated into culture? F&M is a niche ‘iykyk’ brand after all—but don’t make me say that out loud.)
In any case, these are the sneakers on my wish list ATM:
Spalwart Marathon
I’ve mentioned the Spalwarts before, and they’re currently on sale. Still not cheap, but these are basically luxury sneakers for under $300 (with the sale). The design is so good, and classic enough to hang on to for years. They have a few sizes left at SSENSE, and more availability on the Spalwart website.
Novesta Marathon
These are somewhat similar to the Spalwarts, but less fashion-y, with a more minimalistic, practical vibe that looks ‘correct’ and classic.
Hoff City
I learned about this brand a month or two ago when reading one of
’s newsletters. I like how they come in weird colorways—I almost exclusively go with neutrals for sneakers, but these have so many different colors at once that they almost work as a neutral, while giving an otherwise plain outfit a bit of a pop (remember my personality socks?) I looked up their instagram and noticed Sienna Miller was wearing the City sneaker this past December. They didn’t have the post pinned to the top which made it cooler, ha.Autry Medalist
Autry is a tennis sneaker brand from the 80s that has been revived in more recent years, which pairs well with tennis-core and the resurging interest in racquet sports. The Medalist was their original shoe from the 80s and reminds me a bit of the vintage Reebok one, while being a little more unique and status-y but plain enough to be classic as long as you go with one of the normal colorways. The Reelwind is also good. Speaking of more unique and status-y, I’d love to swap out the shoelaces for these ones.
Keen Newport
This one isn’t technically an actual sneaker, it’s a “closed toe water sandal”. But for what I typically want in a sneaker, it fits the bill. Have you heard of this brand Keen before? I had not. Their target customer seems to be an outdoorsy person who values comfort above all else, aka not me (though it’s amazing how the older I get, the more into comfort I am). I saw the Keen Newports mentioned in a recent email from The Strategist as “this summer’s comfort ‘it’ sandal”, and I was seduced by an image of a feminine white skirt paired with the utilitarian shoe. Especially in the black or beige, I imagine wearing them with something more feminine/a bit sexier for balance:
Ballerina sneakers
As a former prima ballerina wannabe (I danced through college) my inner child loves anything ballet related.4 When I saw the term “ballerina sneakers” (“sneakarinas”, blurg) for the first time a few years ago I was interested. Then I saw them and they were mostly hideous. But there are a few newer ones that have caught my eye, including two options from brands not previously on my radar that are both accessibly-priced and marketed as being made from more sustainable materials. First, these discreet black ones would be easy to dress up or down, they’re supposedly very comfortable, they fold up easily if you want to carry them as your alt shoes to an event, and they’re even machine washable. They give you the option to choose ribbon or elastic shoelaces. The second ballerina sneaker is definitely more trendy in silver, but how inspiring is the photo with the leg warmers?! Is it just me? I would have so much fun wearing these.5
With love xoxo,
Cher
P.s. Here is our launch video for the new F&M soap/lotion/lip balm if you haven’t already seen (sound on):
One highlight of my time as a young fashion merchandising major at F.I.T. in New York (years ago) was attending an intimate talk with the great Cathy Horyn (famed fashion critic for the New York Times for many years). I don’t think I fully appreciated it at the time but later realized how cool it was.
To me.
If you’ve been reading Soap AF for a while you know what this means.
As mentioned last week, my 3-year-old had her first ballet recital last weekend and she was a star!!!
I also like these more expensive ballerina sneakers that were suggested in an earlier issue of Rachel’s private newsletter. Mentioning them mainly because the ABRA brand is by the same designer who did the soap shoes for Loewe! The Hermès shoelaces were an OT mention as well ;)
I saw lots of those Autry sneakers in Lisbon a few weeks ago, fwiw