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KEYWORDS
sneaker design, product development, new product line, industrial design, Startas hi-tops. rubber sneaker
THE CLIENT
Startas, Croatia
Y 2014
Startas Rubber Sneaker
SNEAKER DESIGN, PRODUCT DEVELOPMENT
Startas sneakers are an important part of Croatian cultural history. Manufactured in the Borovo factory since 1976, these sneakers follow the principles of handmade production. Low-tops Startas are simple, casual, and playful vulcanized canvas sneakers. While the low-top versions have distinctive designs, the hi-top models lack a clear design identity.
CONTEXT
In 2014, Startas organized a design competition for their hi-top sneakers, "Startas Hi Tops." The Borovo factory aimed to expand Startas into an all-season sneaker.
THE OBJECTIVE
RUBBER SNEAKER
Why rubber?
Traditionally Borovo manufactures rubber boots. The rubber material is manufactured in Borovo from 100% natural raw rubber "Caoutchouc". It can be dyed in any color, shaped, and texturized. The benefits of in-house manufactured fabric are directly applied to the price and agility of the production and design.
The rubber sneaker with warm lining inside and water-repellent properties is a sneaker that can be worn in spring, autumn, and winter, which closes the gap for standard Startas canvas sneakers.
The Startas Rubber Sneaker started as a design competition "Startas Hi Fly" and developed into a new product line in the brand's portfolio "Startas Rubber".
Why rubber?
Traditionally Borovo manufactures rubber boots. The rubber material is manufactured in Borovo from 100% natural raw rubber "Caoutchouc". It can be dyed in any color, shaped, and texturized. The benefits of in-house manufactured fabric are directly applied to the price and agility of the production and design.
The rubber sneaker with warm lining inside and water-repellent properties is a sneaker that can be worn in spring, autumn, and winter, which closes the gap for standard Startas canvas sneakers.
The Startas Rubber Sneaker started as a design competition "Startas Hi Fly" and developed into a new product line in the brand's portfolio "Startas Rubber".
THE SOLUTION
With the launch of the new fall/winter collection, Startas is entering a new dimension—both metaphorically and physically—under the slogan "Startas Fly High." This phrase connects the new design to the sneaker's hi-top silhouette and the theme of birds.
The design is inspired by the dominant colors, textures, shapes, and characteristics of specific bird species. These elements are translated into the sneakers through careful selection of colors and materials, intricate details, and overall shape. While the design does not overtly disclose its inspiration, it successfully avoids explicit symbolism.
Given the origins and traditions of Startas that we aim to preserve and protect, I was also motivated by the recent publication of the Croatian Red Book of Birds, which highlights endangered bird species. This creates a connection between the brand and birds, both of which require protection.
The design is inspired by the dominant colors, textures, shapes, and characteristics of specific bird species. These elements are translated into the sneakers through careful selection of colors and materials, intricate details, and overall shape. While the design does not overtly disclose its inspiration, it successfully avoids explicit symbolism.
Given the origins and traditions of Startas that we aim to preserve and protect, I was also motivated by the recent publication of the Croatian Red Book of Birds, which highlights endangered bird species. This creates a connection between the brand and birds, both of which require protection.
2016 "Startas Rubber" has become a new product line in the brand's portfolio
