We are pleased to announce the commencement of our comprehensive blog series highlighting the brands showcased in our store along with their respective products. The inaugural post will introduce the renowned Canadian brand, All-In, and their latest collection named Capsule 10. 

All-In is a streetwear label established in 2015 in Montreal by a group of underground creatives led by Pierre-Olivier Girardot. The brand focuses on making footwear, apparel and accessories, with a core philosophy centered around innovation and the rejection of conventional norms. 

The market for new sneaker brands is currently expanding with a projected value to reach $95 billion by 2025. This indicates that consumers will need to navigate through a multitude of new products, making informed decisions on how to spend their money. Historical trends reveal cases where companies, initially focused on clothing and accessories, later shifted their focus to footwear. In this respect, All-In, entered the arena in September 2018, unveiling its inaugural shoe collection that quickly garnered huge attention from the footwear community. Their collection featured vibrant color blocking and geometric designs and was called Capsule 1. 

The shift in the business direction for Creative Director Pierre-Olivier Girardot was remarkably smooth. He was just shy of turning 20 when he founded the brand. “We initially established ourselves as a clothing brand, engaging in the production of sunglasses that found favour among the rappers and fashion enthusiasts.” 

"While eyewear served as the initial gateway into the fashion industry, the creative possibilities in sneakers and clothing became more evident. Yet, for Pierre-Olivier, immersing himself in sneaker design felt like embarking on an entirely new journey. "I had no prior knowledge about creating shoes, designing soles, or anything related to their production," he noted." 

"In November 2017, my partner and I traveled to China, where we visited more than 50 suppliers," recalls Pierre-Olivier. Within a span of only three months, he already presented the initial samples to buyers in Paris, marking the first instance the industry discovered All-In’s new commitment to sneakers. This revelation took buyers by surprise, setting the brand on its defined path. This pivotal moment occurred in 2018. 

Pierre-Olivier regards logistics and substantial initial costs as the foremost challenges in establishing a new sneaker brand. "The design process incurs significant expenses, and factories often mandate high minimum production volumes. After they have manufactured 5000 pairs, the challenge then lies in securing storage and managing the shipment," he elaborated. 

The challenges encountered in launching a new footwear line mirror the company's and Pierre-Olivier's strategic approach, epitomised by the brand's name. This approach aligns with the founder's vision for positioning the brand. Unlike labels with substantial budgets, Girard identified a specific niche for All-In, meticulously selected stores to showcase the brand, and consequently, tailored the brand's image for a particular type of customer. Describing this customer as someone in search of novelty, he advises them to invest in a pair of  versatile items. The unique selling proposition lies in the product's consistent quality, where the All-in sneakers and comparable models costing $400 and more, maintain the same level of quality and excellence. Isn't it impressive? 

A pair of versatile sneakers from All-In currently falls within the price range of around $125-150, positioning them competitively alongside other leading footwear brands. However, what sets this Canadian brand apart is its commitment to delivering the aesthetic of high-quality and fashionable sneakers. All-In draws inspiration from the styles of various high-end fashion houses, establishing a distinctive and refined identity in the market.

Pierre-Olivier and his team diligently observe the market trends, strategically producing a measured quantity of goods to guarantee the complete sell-out of their new collections. All-In maintains a deliberate approach, placing emphasis on the quality and comfort of their products. Unafraid to offer sneakers at prices surpassing those of global sportswear giants, they assert their unique brand identity by doing things on their own terms. 

In the latest season, All-In unveils Capsule 10, a collection that highlights the unmistakable evolution of the brand since the debut of its initial capsule. 

https://www.youtube.com/watch?v=SOZF6ctgj-c 

In our store, we will have the following unisex sneakers available for purchase. 

Y2OP. The upper part is made from ripstop polyester material with a waterproof lamination of 1000 mm to keep the feet dry and ensure comfort in any weather. The surface features a 3mm KPU print. The robust rubber sole and textured outsole provide excellent grip, durability and longevity.

Secure closed lacing with a zipper for foot stability. The surface includes reflective elements and a 3M logo for enhanced visibility. 

The model is available in three color options: White, Black and Blue-G. 

DX*. The upper part is crafted from resilient synthetic textile (100% polyester) and is TPU embossed. It showcases a fashionable chunky rubber sole and a high-traction outsole with an assertively patterned tread for improved grip.

Secure lacing with 5 eyelets and reflective 3M laces for foot stability. The surface features reflective 3M graphics and a rubber emblem on the heel. 

The model is available in three color options: White, Black, and Pink. 

The latest collection of All-In is available in our store at tonefootwear.ae.