is information —
Platform for anyone interested in sneakers. We report on new and old sneakers and the people who wear, collect and sell them.

Behind is Alex Imiela, who founded the Cologne sneaker store together with Oliver Burmann in 2007 The Good Will Out opened. This followed four years later Sneaker museum. In the following years, developed TGWO to one of the most renowned addresses for sneakers & streetwear. The store can collaborate with brands such as New Balance, adidas Consortium, ASICS, Onitsuka Tiger and diadora look back. Unfortunately, the doors had to be closed in 2018.

Thanks to our own long history in retail, there is a deep connection with all owner-managed stores. They keep sneaker culture alive every day by curating, explaining, visualizing and transporting the manufacturers' high output. All the small and large sneaker families who bring order to the release chaos and anonymous products elevate it to relevance.

“I remember many wonderful moments in the store where sneakers were talked about with dedication and joy. About the hobby and lifestyle and everything that comes with it. The brief philosophizing at the sales counter about the pros and cons of Velcro or the shape of the sole, waiting together for the release, parties, conventions, camp outs. Sneakers bring people together. They are therefore not just shoes, but represent an attitude towards life. They are delightful due to the combination of history, aesthetics and practical usability. How wonderful that this passion has finally become socially acceptable. At the beginning of the 2000s, the topic was Collecting sneakers It is still a very abstract construct, but today it is firmly anchored in fashion.”

We believe in the community and retail that perpetuates the spirit of sneaker culture.

The web design comes from the Cologne-based digital agency Dayy And this is already the sixth collaboration. In addition to relaunching the online shops, they worked together on digital implementations for the following collaborations: VHSaucony (Saucony Originals), Rise & Fall of the Roman Empire (Diadora Heritage) and Ankoku Toshi Jutsu (adidas Consortium).

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