Epsilon Magazine


Afew Store and Hummel advise you to stay foolish


"A branch become a sword, wooden bricks become an animal and the floor turns to lava – the imagination of a child is infinite. Even more, it is funny, sometimes unrealistic but mostly foolish. But the best stories and moments started with a crazy or foolish idea. That's why we should never lost sight of our inner child. The "Stay Foolish" project is exactly pointing this out.

The design refers to the carefree years as a child. Therefore, the sneaker has toy block lace locks and the insole is showing a bucket list. The logos of Hummel and Afew on the Sneaker have a different font than usual. Both are looking like handwritten by a child. In addition, there are hand prints embossed on the heelcap. The Marathona is made of leather and suede."


Afew Store and Hummel collaborate to celebrate the stressless times of childhood and to remind us all that despite all the stress  of our lives as grown-ups, we all need to keep at least a bit of our inner child alive and stay happy, stay foolish.  

The bright colors of the Marathona were chosen to create the impression that kids designed it in their favorite colors. As usual for Afew designs, a lot of small details grace the sneakers from special logos on tongue and heel to lace locks, box and accessories. 

The video below shares the thoughts of the Afew owners on their way of designing, working and their view on their lives as store owners:

The Hummel x Afew Store Marathona "Stay Foolish" will be available on 23.02.2019 instore first, remaining pairs will be raffled online.

You can register here for the Raffle:  Raffle