Gustaf Secher, Founder of North-89 / Modern Functional Footwear

Menswear Style Podcast

Welcome to another exciting episode of the MenswearStyle Podcast, where we have the pleasure of interviewing Gustaf Secher, the Founder of North-89, a dynamic Stockholm-based footwear brand. Established in 2016, North-89 emerged from Gustaf's lifelong passion for sneakers, which took root during his early years. While many sneakers today prioritize aesthetics over functionality, North-89 believes that functionality should be an inherent aspect of every pair. Their mission is to infuse a functional approach into the timeless and beloved cup sole sneaker by combining innovative materials with a touch of Scandinavian design aesthetics. In Scandinavia, where the brand originates, the presence of four distinct seasons inspired North-89 to create sneakers that can be worn stylishly and functionally throughout the year.

Join us as Peter Brooker engages in an insightful conversation with Gustaf Secher, exploring the fascinating founding story behind North-89, a brand that seamlessly merges fashion and function. Discover the challenges and triumphs of building a brand while juggling a day job, and delve into the world of Instagram as a powerful platform for brand promotion. Explore the art of newsletter design, the pursuit of material innovation, the nuances of sneaker care, the importance of captivating product photography, and the potential for growth in emerging markets.

Don't miss this engaging episode, where we uncover the journey of North-89 and its commitment to blending style and functionality in the realm of modern footwear. Gain unique insights into the brand's fusion of Scandinavian design aesthetics with innovative materials, as we explore the exciting intersection of fashion, function, and footwear craftsmanship.

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1. [Ad] Make More with Matt Heslin (00:08:20)

2. (Cont.) Gustaf Secher, Founder of North-89 / Modern Functional Footwear (00:08:21)