New Beats is the area that Pitti Uomo dedicates to fresh designer talent and spanking new debuts.
Now in its 12th season, New Beats showcased 14 emerging brands and rising designers at the 76th Edition of Pitti Uomo. Among them was Shudy, an innovative line of men's shoe wear from Italy.
Shudy is a collection of recycled plastic and rubber-soled shoes, finely perforated for comfort, which comes in a kaleidoscope of multiple colors, ranging from dainty pastel tones to scrumptious sorbets.
The style—a reinterpretation of the classic moccasin. As for inspiration, Shudy looks to the Dadaist and Surrealist champion of art, Marcel Duchamp, and to the movement known as Cracking Art.
The Cracking Art movement was born in 1983 with a strong social and environmental commitment to revolutionize contemporary art through the creative use of plastic materials. Borrowing its name from the process of converting petroleum into plastic—a conversion of the natural into the artificial—Cracking Art seeks to fill the gap between man's organic past and synthetic future by means of recycling plastics to produce provocative art installations.
As for Marcel Duchamp (1887-1968), he was a French artist who found mundane objects to present as artwork, such as a bottle rack or bicycle wheel, coining the objects “readymades.” The most influential yet controversial readymades include a urinal that he renamed a “fountain” and a portrait of Mona Lisa with a mustache, to which he ascribed Elle a chaud au cul, implying "the girl was horny!
The connection to Shudy? Shu stands for ‘shoe’, whereas dy is an abbreviated form of ‘ready’. Hence, Shudy is shoe ready!
Recycled, the shoe line is a resurgence of readymades—ready to make a radical social and environmental difference!
Photo top left by Carl Stas, Public Domain at Wikipedia.
Photo middle right from Cracking Art dowloads.
Slideshow Copyright Shudy.