Sambas, Vejas, Jordans – everyone has a preference when it comes to their favourite type of trainers.
Die hard fanatics will line up for hours just to get their hands on the latest colourway, while some brands (ahem, Veja) got a royal boost after Meghan Markle was spotted wearing them.
If there’s one thing for certain, it’s that the trainer market in the UK is thriving, with Mintel stating that the UK footwear market increased by 8 per cent in 2023 alone, and that it’s estimated to increase by £15 billion across the next four years.
Sneakers, in particular, are seeing a surge of popularity and Brits opt for them as their footwear of choice – using them for the gym, multiple sports, walking to the office, wearing at the office, and using them as the perfect finishing touch to their weekend athleisure uniform.
“Spending on footwear has defied the cost-of-living crisis, boosted by strong demand for trainers, sneakers and school shoes that shows no sign of abating,” Michael Oliver, Mintel’s senior retail analyst, said in the brand’s latest report.
Trainers are so popular that JD Sports releases its annual list of the bestselling sneakers of the year – with last year’s list dominated with Nike, Adidas and New Balance.
The best-selling shoe of 2023, according to the store, was Nike's Jordan 1, followed by Nike’s Air Force 1, Dunk, and Jordan 4, with New Balance’s 327 coming in fifth place.
Yet, while having the same shoes as everyone else can be a good thing, it doesn’t really leave room for any individuality.
Which is exactly why, if you are looking to shake things up a bit, we’ve done some digging and found some ultra cool trainer brands that you probably have never heard of before.
For example, those who love a sleek white sneaker will love Oliver Cabell for its stylish leather look and vegan options, or Myrqvist with its suede offerings.
Read on to find out more about our favourite off-the-radar brands.
Onitsuka Tiger
Chances are, if you have scrolled past a fashion blogger on Instagram and admired their choice of footwear, they might just be wearing a pair of Onitsuka Tigers.
Described as a brand that ‘stands for pleasure over extravagance’, it is known for its boutique collections of beautiful, timeless designs.
All of its pieces are made in Japan and the new collection is made to be a capsule piece in your wardrobe, one that you can pair with anything, and one that will last.
Buy now, Onitsuka Tiger
Tropicfeel
Best for: rugged travelling
A travel trip to Thailand inspired the creation of sustainable footwear, apparel and luggage B Corp label Tropicfeel to launch. The Barcelona-born brand provides accountability for every stage of the production process, paying attention to each in order to minimise its impact on the planet. As such, it prioritises the use of recycled materials and all the packaging is recycled. This idea even extends to the products in which each piece has endless wear potential, whether you’re at home or abroad.
Buy now, Tropicfeel
Clae
Founded just after the turn of the Millennium, Clae is the brainchild of Sung Choi, who started the brand in Los Angeles in 2001. Materials for the shoes are selected only from Leather Working Group-certified tanneries, and the brand is constantly innovating to find vegan alternatives to traditional leather. Its current vegan materials are made from 70 per cent recycled fibres, and Clae were also the first brand to create a sneaker made from cactus. If eco-conscious brands are important to your purchases, keep Clae on your radar.
Buy now, Clae
North 89
If you live in the UK, you’ll be all too familiar with the feeling of soaking wet feet when you’re caught in the rain wearing impractical footwear. Most of the time, trainers fall into this category. But not when it comes to North 89.
The Stockholm-based label has an entire range of watertight shoes which go beyond the traditional realms of rubber boots. When summer is on the way, switch to the brand’s breathable range.
Buy now, North 89
JAK
This Portuguese brand was founded in Lisbon in 2014 by Isabel and José Maria who started with a clear objective: offer high-quality and premium products at a reasonable price. A decade on, and the duo are doing just that, with all of their shoes and sweatshirts made in Portugal by family-owned factories and hand-picked suppliers, ensuring that everyone they work with follows a strict ethical code. The result is shoes made from premium real or vegan leather at a price point that’s a bit of an investment, but one to pay for a product that will last for years to come.
Buy now, JAK
Oliver Cabell
Just one look at Oliver Cabell’s footwear and it’s immediately clear that the brand makes good on its promise to only work with high-quality, enduring materials. The shoes are made from ethically sourced Italian leather, and since its launch in 2019, it now offers boots, loafers and even jewellery alongside its sneakers.
Buy now, Oliver Cabell
Myrqvist
In 2016, the designers at Myrqvist set out to create quality footwear in a timeless design, one that could withstand the test of time and the test of trends. Luckily, they succeeded, and their premium footwear – with its Scandinavian influences – is one of our favourite sneaker brands today. The brand was even named as the fastest-growing footwear brand in Sweden in 2020, and we’ll take our style cues from the stylish Swedes any day.
Buy now, Myrqvist
Aurélien
Aurélien’s flagship store in Amsterdam is a treasure trove of understated elegance with both shoes and clothing designed for the discerning gentleman and woman - and its online offering will deliver the styles to your door.
The timeless creations are designed to transcend the notion of trend and, in fact, place importance on artisanal craftsmanship and the use of natural materials. The apparel is cut from a trademarked Cashwool, natural linen or suede from the finest tanneries in Italy. When it comes to footwear, browse the sophisticated offering of driving shoes, loafers and minimalistic trainers.
Buy now, Aurélien
Fitflop
FitFlop’s MO is making shoes that are actually good for your feet. While the journey started with flip flops, the range now includes everything from boots to loafers, and, of course, sneakers. Ergonomically engineered to help optimize your body's alignment and natural movement, these will be some of the most comfortable shoes you own.
Buy now, Fitflop
Common Projects
Whenever you see a pair of smart-casual trainers, you have Common Projects to thank. When the brand launched in 2004, the idea of elevated sneakers was entirely new. Ever since, the brand’s signature kicks have remained the same – entirely classic and immediately recognisable because of the printed serial number on the side. An iconic shoe rack investment.
Buy now, Farfetch
Acne Studios
Though Scandi label Acne Studios may be better known for its expert tailoring or avant-garde fashion shows every season (which Kylie Jenner has been known to frequent), it offers a strong selection of kicks too. The collection includes everything from classic high-top canvas trainers to a leather velcro-fastened take. And, like the rest of the brand’s collections, each style is thoughtfully designed and expertly made.
Buy now, Farfetch
