“Preserving heritage, empowering artisans, and reimagining tradition through timeless footwear.”
Givvey Shoes
Shoe Company
Work Accomplished:
Brand strategy, creative direction, storytelling, world-building, content development, and communication strategy.
The Challenge
With the rise of low-grade plastic footwear and urban migration, the artisans and their traditions were on the brink of extinction. The global economy had flooded the market with cheap alternatives, threatening to erase this ancient craft and the livelihoods it sustained.
The Story
The Giveh, a traditional shoe crafted for generations by artisan families, was once the lifeblood of a whole region. It symbolized heritage, craftsmanship, and community.
Creating a New World
To save both the Giveh and the livelihoods it supported, we sought to reconnect this ancient craft with a modern, discerning market. By leveraging storytelling and design, the shoe could find new value and purpose, creating a sustainable system for artisans to thrive internationally.
Step 1: Reframing the Story
Every great brand begins with a strong story. To reconnect the Giveh with its identity, we went deep into the villages, documenting its history and crafting a narrative that celebrated its legacy. This story redefined the shoe—not just as a product, but as a cause rooted in cultural heritage.
Step 2: Refining the Product
Next, the shoe itself was refined. Collaborating with artisans, we introduced modern patterns and colors that stayed true to tradition while appealing to today’s market.
Outcome
The result was a social enterprise that empowered artisans to reach global markets while preserving their independence. Designed to dissolve once its mission was complete, it became a model for reviving endangered crafts without disrupting local traditions.