Jamie Unlu O’Grady. International Overall Winner and International Footwear Category Winner

Jamie took the overall title with a collection of shoes that that was both revolutionary and highly marketable. He said: “SubTraction reimagines footwear as a modular system – personal, purposeful and circular. Bold in its rejection of convention, the project channels Dieter Rams’ principles into a language of simplicity and endurance.”
Trained at De Montford University in Leicester, UK, Jamie says he has a love/hate relationship with shoes: “I love looking at them, buying new ones and designing them. I hate the environmental and ethical damage caused by the industry and disposable nature of shoes, caused by the complex construction, low quality materials and unnecessary trend cycles.”
Internships at leading companies including adidas, The Footsoldiers and Pentland, as well as design projects with New Balance, Dr Martens and Bauer, instilled a pragmatic approach to design that served him well in his project.
His winning project, SubTraction, reimagines footwear as a modular system. Components assemble without glue or stitching, allowing parts to be replaced, interchanged or biodegraded independently.
He explained: “My goal is to change the way we interact with shoes so they become more of a living object that changes with us. This results in a more meaningful relationship, bringing circularity and longevity with each design.”