We drew a lot of inspiration from the Japanese culture: their sensible attitude to life, spiritual values and the importance of health in their priorities. In appreciation of this inspiration, we pay homage to the Japanese culture in the brand name, and dedicate one of the SINOBI pairs to it.

SINOBI (often confused with shinobi ninjas, but a completely different phenomenon) — is a concept Alexander was fascinated by when reading a book about samurai philosophy by Eva Sandoval. It stands for a set of values, essential for life in general: mindfulness, endurance, the ability to take responsibility for one’s own destiny and devote oneself to other people.

And those, together with transparency and openness, are exactly the pillars we wanted to build all of the brand’s activities on.

The design of one of the first SINOBI pairs was inspired by the traditional Japanese geta shoes — wooden sandals, elevated from the ground, a less formal rendition of zori shoes.