| Philosophy | Hamburg’s Accenture Song is working with eco sneaker brand ekn to launch a new vegan sneaker, the first ever to be designed in Bangladesh and manufactured in Portugal. The unique design, named ekn কাঁঠাল Kamthala, is a creative collaboration between the Frankfurt founded shoe brand and rising female Bangladeshi designer, Rokaiya Ahmed Purna. The ekn কাঁঠাল Kamthala, design based on a jackfruit The idea behind the project is to create a ‘sneaker as a symbol of respect’ - aiming to reverse some of the unethical supply chain practices, pollution and exploitation that have been synonymous with the big players of the fashion industry for decades. As a product that’s designed in Bangladesh and manufactured in Portugal, the ekn কাঁঠাল Kamthala - Bangladeshi for jackfruit, the country’s national fruit - makes a bold statement, demanding a radical rethink of how fashion brands work with the Global South. By reversing the ‘designed in the Global North, manufactured in the Global South’ paradigm, the project calls upon the industry to stop unethical manufacturing practices there and instead explore the creativity of designers based outside of the West. The creative agency behind ‘Designed in Bangladesh. Made in Europe’ is Hamburg-based Accenture Song, formerly Kolle Rebbe. Group Creative Director Alexander Grapp and his team developed the project from start to finish alongside ekn, including introducing Rokaiya Ahmed Purna to the footwear brand - and creating the design language, packaging, launch campaign film and photography around the product. Putting Respect First Ekn was founded in 2015 by Noel Klein-Reesink, after years searching for the perfect skate shoe and working for New Balance and adidas. His experience working at Hess Natur showed him what impact fair production has on people’s lives and the environment. He saw a clear need for well designed, thoughtful and sustainable sneakers, hence ekn’s long term mission statement is "Made in friendship" - an alternative to inhumane and environmentally degrading practices. All ekn’s shoes are produced in Portugal from sustainable materials, with the aim of providing high-quality footwear without the social and environmental harm caused by most similar manufacturers. In addition to being a passionate advocate for gender equality, responsible consumption and production, promoting indigenous textiles and innovation, and empowering women and girls in her home country, designer Rokaiya Ahmed Purna has become known for her astute craftsmanship and unique play on colours. Harmonising traditional designs seamlessly with contemporary luxury, her RAP label has built a reputation for redefining Bangladeshi traditional cultural fabrics in just two years. The ekn Kamthala is inspired by the designer's homeland: Bangladesh. The wedge sole and the yellow elements are inspired by a ripe jackfruit. The prickly look of the fruit is taken up at the front, otherwise the shoe is kept in a structured grey - just like the bark of the jackfruit tree. The shoe is handmade in Portugal with vegan materials and guarantees durability and absolute comfort. |
