Founded in 2015, Crosty, a unisex sneaker brand, has gained an increasing amount of attention from the fashion press, celebrities and influencers throughout 2019. Staying true to the founders’ cultural roots, brothers George and Shota Mikaia created the brand based on the concept of freedom. Growing up during the Georgian Civil War in the 1990s, the duo believes that this message is more relevant than ever today.
What does this have to do with sneakers? George explains that “sneaker culture is almost entirely based on individual expression.” In today’s world, people feel as though their lives are watched under a microscope, amplified with frequent social media use. However, the Crosty cofounder suggests that we use this societal pressure for personal empowerment and self-improvement. He says that “sneakers could be a way to express freedom.” Our style choices give us autonomy and allow us to regain a sense of agency.
With this principle in mind, Shota discusses Crosty’s overarching philosophy: “Aspiration is giving way to inspiration. Customers want to know more about the brand and its values, and we believe we can be an inspiration to fight for freedom.” He continues: “Today’s customer is more liberated. They choose products not only through aggressive marketing campaigns but by how much they associate themselves with the values the brand promotes. It is not only about the product anymore. It is about the story behind the product.”
