LOSERS is a fairly new shoe brand developed by Tokyo based apparel company Realize. LOSERS was launched in 2012 to create shoes based on the Japanese concept of iki, a traditional Japanese form of aesthetics originated by urban commonors in Edo (current Tokyo) during the 17th century that can be translated as cool, chic, stylish.
“Sneakers are an import from a abroad, but we try to give our design a Japanese aesthetic,” says PR-rep Koki Uchiyama. “For example, some of our sneakers have V-shaped designs on their noses, that has been inspired by Japanese geta (traditional wooden shoes).” The company also used traditional Japanese names for the colors of its shoes instead of the more commonly used English ones.
Materials range from canvas to leather to thinsulate with soles made of rubber.