The world of fashion is on the cusp of a revolution, and it all starts with footwear. A new venture backed by Reebok co-founder Joe Foster is bringing artificial intelligence to the forefront, creating a futuristic-looking lifestyle slide that’s not only affordable but also custom-fitted using a smartphone scan.
Breaking Down the Barriers of Design
Joe Foster, a pioneer in the footwear industry, believes that artificial intelligence will not replace designers but rather expand their capabilities. “What AI will do is that when a designer comes up with an idea and wants to look at four or five different versions, he can get four or five hundred,” Foster said. “That’s going to allow for much more variation, much more choice.”
The Syntilay slides, manufactured in Germany, are a perfect example of this. With about 70% of their design generated using AI tools, the shoes are not only visually stunning but also a testament to the power of technology in shaping the future of fashion.
Designing with AI: A Collaborative Effort
Syntilay’s CEO, Ben Weiss, explained the role of AI in the design process. “We used AI to co-generate concepts. Then we refined them into sketches and fed them into another AI that created the 3D model,” Weiss said. “Then we used generative AI again to build in futuristic textures. One of the prompts we used was Syd Mead-style sci-fi, and it really gave the design that bold edge.”
Mead, a neo-futurist concept artist, is particularly known for his work on “Blade Runner.” Weiss’s use of Mead’s style as a prompt for AI-generated textures adds a touch of authenticity to the design.
The Business Behind the Shoe
Syntilay is not just a single product but a brand that aims to revolutionize the footwear industry. According to Weiss, the goal is to become the “creator shoe company,” offering personalized footwear to a wide range of customers. “The big vision is to become the creator shoe company,” Weiss said. “There are more influencers today than professional athletes, and they’ve never had access to personalized footwear like this. They’ve got hoodies and hats and merch, but no shoes. We want to change that.”
By eliminating the need for molds and traditional mass production, Syntilay can go from concept to ready-for-sale shoe in just three months. This solution solves the three biggest problems – time, cost, and access – and makes shoes for people who were previously unbackable.
Addressing Concerns about Durability
Weiss acknowledged that some have questioned the durability of 3D-printed footwear. However, he assured that their production partner, Zellerfeld in Germany, has refined the process. “Our shoes are built with internal structural supports. They’re breathable, they’re cushioned, and they’re comfortable. When people try them, they’re shocked.”
Each pair is tailored to the customer through a smartphone foot scan that collects 12 key measurements, including arch height, width, and length. This level of fit is usually only achievable with high-end, handmade shoes.
A Global Reach and Aesthetic
Syntilay is already shipping globally, including to South Korea, a market Weiss is keen to grow in. “It’s an exciting market – K-pop, streetwear, beauty, it’s all connected. We want to bring this tech and this aesthetic to different cultures in a way that feels authentic,” Weiss said. Foster, who stepped away from Reebok before the digital age transformed business, said his advice to Weiss has been about the long game. “It’s persistence. It’s understanding that nothing happens overnight,” Foster said. “You’ve got to learn the business deeply – know how the industry works, and then challenge it.”
A New Era of Marketing
Foster believes that AI is as much a communication tool as it is a creative one. “You can use the word AI in your pitch, and it becomes interesting. It grabs people’s attention. And attention is the start of everything in this business,” Foster said. While Syntilay’s first shoe has made a strong impression, both Foster and Weiss said the work is just beginning. “You turn the corner, and maybe that’s where the breakthrough is,” Foster said. “You don’t stop. You keep pushing. That’s how you build something that matters.”
As the world of fashion continues to evolve, Syntilay is at the forefront, pushing the boundaries of what is possible with technology and design. The future of footwear is bright, and it’s all thanks to the power of artificial intelligence.