Epsilon Magazine

Store Spotlight

Store Spotlight: Afew

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In 2008, the founders of AFEW, Andreas and Marco Biergen, had established a little store as a “Do it yourself“ project in the Japanese quarter of Düsseldorf (Oststraße 36).

 

After two years, the store reopened with a new concept, the beginning of many great events which characterizes the vibe around “Afew Good Things“. Then in 2014, AFEW presented a new logo, designed by Matt Stevens creator of the MAX100 book, for their 5th anniversary. This new logo was inspired by the Lion on the emblem of the city of Düsseldorf and foreshadowed things to come for the shop.

In 2017, the store reopened yet again doubling in size. Multifunctional elements like magnetic walls which enable the store to be more flexible with interior space and the normal store. They included product scanners for the customers who wish to get information about specific shoes on the fly. Covered in green fluorescent colored paint, the floor shines bright for nighttime launch events.

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Featuring brands such as Nike, New Balance, Asics, Diadora, Adidas, Kangaroos, Le Coq Sportif and Puma, AFEW has done a lot for the sneaker community in Germany, Europe and the rest of the World. Their collaborations catalogue has been characterized by a lot of attention to detail.

For their 5th anniversary, an extremely-limited 15 pair run of Nike x Flyknit Lunar 2 Lux sold via KLEKT auction. 5 pairs were given to Family and Friends. The final proceeds of the auction were given to the Kinderhospiz Regenbogenland (a children’s hospital) in Düsseldorf.

The Asics Gel Lyte 3 x Afew x Koi Release in 2015 was unforgettable. The whole of Europe seemingly descended on Düsseldorf in anticipation of the release. It has arguably been the biggest in-person so far in Germany. AFEW created a collaborative packaging that was unique and fit perfectly with the store and its origins in the Japanese quarter.

Another great release was the Diadora V7000 x Highly Addictive. This was another great packaging, story, event and party, proving AFEW always knows how to care for their customers. They once again provided an atmosphere that was friendly, happy and welcoming. A Friends and Family version of the Highly Addictive dubbed The Cure also saw a Japan only release.

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Follow-ups to the Highly Addictive and Koi releases were the Goethe or the Grand Tourer which were also great releases with similarly quality events.

 

Oliver Berg