Prathan Poopat and Flavio Girolami

For every thousand brands engaged in the arcane and esoteric intricacies of social media and SEO strategy to promote their reach and increase profits, there is one brand like Common Projects which, without paying any heed to advertising or marketing, has somehow built a cult following around its products against all odds. With $10 million USD in revenue last year and a worldwide distribution at 200 outlets at the likes of MR PORTER, BEAMS and Barneys, Prathan Poopat and Flavio Girolami have built a highly successful brand around the exceptional, minimalist shoe designs that have become their signature, with the almost featureless, and therefore transcendent Achilles Low as its crux. This year, the designer duo continued to solidify their position at the top of the minimalist sneaker category with a host of collaborations with names such as Dover Street Market, Tim Coppens and Très Bien. While there have been a host of brands following in the wake of Common Projects with all-too-similar minimalist footwear designs, none have so far managed to surpass the label’s quality manufacturing and understated allure. The future looks bright for the brand, and given Poopat and Girolami’s steady, unhurried pace to running their business, expect the Common Projects label to acquire a well-earned patina over time, much like its covetable sneakers.