After years of SneakersHead domination , overpriced and extremely limited collaborations were the Holy Grail in the world of sneakers (the story of which is told here in video in VIRAL).
Singer-songwriter DJ Khaled's "sneaker room" is worth tens of thousands of dollars.
A dream for many young and old, idolizing brands like Supreme, Nike or Adidas. They regularly produce limited series for the pleasure of the craziest collectors.
The major fashion houses have also invested in this profitable market: even Berluti, the century-old shoemaker, has created two models among its shoe references.
The "PlayTime" model from Berluti, made from a single piece of leather and sold for more than 1000 euros, is available in a low version and in other colors.
Alongside this frenzy, there is a more "utilitarian" market that sees the rearguard of sports brands confronting each other, producing tons of shoes for ordinary people who are not very interested in the notion of rarity.
Even they have finally entered the race and want to refocus on casual sneakers or urban running .
The world of sneakers has exploded and allowed the emergence of very marked trends: retro, running, designer... Today, I will present to you the ETQ sneakers , which have chosen to go against traditional urban codes.
ETQ: sneakers with a minimalist design
A minimalist look...
If ETQ has forged this image of reliability, it is first of all thanks to the description that the brand's designers themselves make:
Honest, clean, timeless and exceptional.
Design lovers, you will find this refined side so appreciated by Scandinavian brands: Norse Projects, Bang&Olufsen, COS and Filippa K. Because yes, ETQ is a Dutch brand, fully dedicated to this modernity marked by minimalism.
Their models are very easy to integrate into an outfit due to their lack of strong character.
The first generation of sneakers, a design that will evolve.
A first shoe in line with the brand's ambition: this minimalism allows it to combine sporting influences and sleek design.
We can easily imagine these shoes in a formal context. They are reminiscent of those from Lanvin, with patent leather toes, very elegant and easily integrated with a blazer.
New shapes complete the offer, here a "mid" pair between the low sneaker and the high sneaker.
The brand is entirely built around an essentialist philosophy. From the creation of the label to the design of each product, everything is based on these three principles: simplicity, timelessness and quality .
Their original model remains one of the brand's best-sellers, proof that the design work carried out upstream satisfies many customers.
... Despite more pronounced designs
The crocodile-effect embossing is a more pronounced stylistic choice than the usual minimalism.
ETQ continues to stand out by offering more daring models , both in terms of colors with sunflower yellow, and in terms of textures: imitation crocodile, micro-perforated leather, etc.
The cracked leather reveals a striking black/white contrast highlighted by the black edges of the shoe.
Finally, the shoes are made in Portugal , now the stronghold of leather and shoe know-how.
For the sake of quality, ETQ's creators visit several European tanneries each year to choose the skins that best meet their requirements.
A flagship in the image of the ETQ brand
Last year, ETQ opened a flagship in Amsterdam to embody its vision of fashion and design, through architecture and product scenography.
A concentrate of aesthetics and minimalism that gives the impression that time has stopped. All signed by Jos van Dijk of studiojosvandijk (obvious, right?), who has worked on concept stores for Nike and Scotch & Soda.
The brand thus frees itself from the image of a shoemaker to become a multi-brand in its own right, while retaining its minimalist philosophy. Its entire identity is expressed through this store.
Minimalism at its best. At least it doesn't cost much to paint...
A staging of clothing rather than a sales space.
A surface area of 320m2, where each product is an integral part of the boutique's aesthetic. Opening Ceremony, Maison Kitsuné, Études Studio and ClothSurgeon are on display for sale.
Van Dijk even says he wants to "do more with less", referring to the low number of products per square metre.
A concept that would make our Parisian department stores tear their hair out in search of maximum profitability per square meter, to the point that we sometimes feel suffocated.
A diversifying offer
The brand did not stop there and decided in 2014, once well established, to try other products than sneakers. Starting with sunglasses, then t-shirts and leather jackets , enough to fill the wardrobe of the brand's fans.
ETQ sunglasses with polarized lenses.
For the launch of the leather jacket collection, ETQ has put into play three jackets customized by an artist close to the brand, as well as a 300 euro voucher. Hold your breath, it's already too late.
A premium leather biker jacket with a simple but studied design.
The customization of the leather jacket by an artist close to the brand: Luke Vicious.
How to avoid the "big feet" effect when wearing sneakers?
In theory, I wanted to offer a "practical" test where I could show the usefulness of using sober sneakers in your outfits, but also more elaborate models , rarer.
To explain, ETQ does not have 40 different model names: they are named LOW, MID or HIGH followed by a number 1, 2 or 3, depending on the number of different models.
Now, look at the three LOW models, and think of a word or image that the shoe brings to mind. I'll explain why a little later.
ETQ Low 1 - Desert Taupe
ETQ Low 2 - Meriva Ice
ETQ Low 3 - Falcon Grey
While Models 1 and 2 are a little hard to tell apart, Model 3 is not the same at all!
A matter of lines and proportions
I'm now going to ask you to go back to the words that came to you when you looked at the previous models. Did you notice that model #3 looked bigger than model #1, even though it was exactly the same size that was photographed?
In fact, if I had chosen a LOW 3 model, the rendering would not have been the same for me.
We see that the lines of the shoe are dynamic and visually lengthen the size of the model .
Here, the presence of curves breaks up the lines of the shoe to make it a more sober model.
If you thought of words referring to sport, speed, volume, etc... you have spotted the sportswear dimension of the LOW 3. It is similar to the Nike Dunk low: an old-school sneaker model designed for basketball players.
On big feet, can you imagine the effect that this can give? Unless you cheat a lot with the proportions, you're already starting with a handicap.
The LOW 1 is close to a Stan Smith in proportions: a light and thin tennis shoe, suitable for everyday use. Its more refined design can be exploited in many outfits, as long as the colorway works with the outfit.
Yes, I have big feet (size 45, yes, yes), so it is even more important for me to pay attention to details that can impact their overall appearance.
Test of ETQ brand sneakers
ETQ LOW 1 Model Review - Grey
Let's start with the easiest, this model is versatile, almost universal. I haven't found a single outfit where it didn't go and you already know why.
Its color and general aesthetic make it a discreet but reliable ally, which highlights your good taste without overly pronouncing your foot line .
Let's take a closer look at the details that make up the shoe:
Metal eyelets and double stitching enhance the shoe's durability.
A characteristic ETQ "cap toe".
A comment on the "captoe", which is called "bout" in French: you often see it "straight", like on Lanvin sneakers. Here, it is rounded towards the tongue and gives the impression of being doubled.
Quite honestly, it was a huge block for me at the beginning because I was so used to a rather widespread aesthetic of a straight, clean cut toe. Admit that it's stupid, right? To be stuck on an element of the shoe to this point.
I got used to it very quickly and I even find that this tip integrates more harmoniously with the aesthetics of the shoe. The Lanvin tips, which serve as a contrast of materials, need to stand out more from the rest of the upper.
Ventilation eyelets (we won't explain what they're for...).
A sum of details all well thought out. The Margom style glued and sewn sole is a given at this price point. The double stitching and metal eyelets are evidence of the desire for solidity in the finished product. The protruding edges of the shoes are even braided, preventing premature wear.
Test of the ETQ LOW 2 model - Croco Embossed White
Let's move on to the brand's more creative model: the LOW 2. It's not necessarily a very designer model, but the choice of crocodile-embossed leather makes it a little bit different.
Do you like an all-white imitation crocodile shoe?
It was even a challenge to tell myself "Come on, take something you would never have taken". So I chose the most "racy" pair that ETQ could offer at that time.
The notched sole is also stylish!
I thought it wasn't an easy choice to make and that you needed to have a fairly advanced wardrobe. And maybe you're thinking the same thing!
So, I forgot about the crocodile, and I considered them to be simple white sneakers to wear as such . It doesn't seem like much like that, but it's already a bit of self-hypnosis at that level: I was really blocked by the embossing.
The "cap toe" has been replaced by a reinforcement across the entire front of the shoe.
So here is the result:
BonneGueule chambray shirt, PATRONS chinos, Cap: Norse Projects, Sneakers: ETQ.
A palette of light tones to echo the sneakers. In fact, they bring a different character to the outfit .
Where, if I had worn Stan Smiths, the result would have been expected, here the overall result is modified. Indeed, this pair has much more character thanks to its overall design and the choice of embossed croc.
My opinion on ETQ sneakers
What I wanted to show is ETQ's ability to offer basics that are renewed each season . You will find the gray model that I tested with a slight change in color. The crocodile is no longer present this season, replaced by the "Meriva Ice" embossing that I showed you at the beginning.
In terms of price, expect to pay between 220 and 230 euros for the LOW models and up to 275 euros for the HIGH .
Their design is reminiscent of that of a competitor, Filling Pieces, by its refined side (at least at the beginning). Pure coincidence, the brand shares its origins with its most assertive competitor, but they quickly stand out from each other by multiplying the stylistic choices.
Filling Pieces will offer many more different models and designs but in limited series, where ETQ will release fewer models but more accessible (difference of 30 euros minimum between the two brands).
ETQ is a very good alternative to the usual sneakers , they have a certain freshness that I appreciate.
