The Tous jewels for sneakers that have everything to succeed

The Tous universe is changing. In 2022, they decided to change their aesthetic code, starting with the iconic bear, which has been the protagonist of the Tous story since 1985 and has now undergone a transition, interpreted in three dimensions. All changes made from within are promoted by the new attributes they want to represent: creativity, daring and a sense of humour. In this context, the first collection of jewelry for sneakers appears, TOUS steps, which will be available exclusively in the new concept store Calle Serrano in Madrid and on the brand’s online channel.

Tous wants to revolutionize the market with the arrival of its new special edition composed of pins, chains and pendants. It is the first project in a series of special editions, which will be released in the coming months and which have evolved TOUS Innovation Communityconsisting of multidisciplinary teams exploring formulas to connect with new communities and environments that, like the brand, are constantly seeking new forms of expression.

Since signing, trying to reach other generations by targeting the sneakers, footwear that has become a new form of identity and self-expression for young people. The shoes are a bold step to introduce an innovative jewelry perspective, which stems from charms for the laces, bracelets for the part of the ankle, necklace or plates, all “designed so that each person is the author of his own identity”, according to the brand.

How could it be different, TOUS steps it is a digital initiative. In collaboration with the digital maker Adrián Kissed, they designed one sneakers virtual that allows you to develop a universe of completely free and inspiring outfits.

The company, which hadn’t changed its bear logo since 1985, is now reinterpreting its volume in a 3D key. Van Tous define change as a resounding icon, but in a friendly register, which is accentuated by the rounded forms. In this way, the bear offers us a new dimension that allows for a creative play of materials and dimensions, and brings us closer to the digital world with a simple glance.

The transformations we see in Tous are also being transported to other brands looking to modernize and align their identities with the current times. In the age of technology, the digital world is becoming very important and we see how NFTs, virtual designs and concepts such as showrooms and digital events. Little by little they become part of our reality. Something similar to what happens with issues related to sustainability happens with technology, to grow as a business you must currently have ethical values ​​linked to respect for the environment, applied to technology, to grow you must also develop. in the digital world.

Tous evolves to create a more modern and up-to-date concept without losing its essence.In this way it brings us collections such as TOUS stepsthe digital initiative that, together with the new logo, begins to change the most classic concept of the brand.