In Sweden, designer shoes are in demand, which are sold by weight. Instead of the usual sizes, the products of the Swedish shoe brand "Gram" are based on the weight in grams.
For example, the latest S / S13 collection begins with lightweights - canvas sneakers weighing 352 grams. There are also heavyweights in it. For example, leather shoes that weigh 497 grams.
“The weight and brand concepts came up separately,” says Alexis Holm, co-founder of the pioneering brand, “and are a tribute to Swedish minimalism.”
At first, Gram, established in 2005, specialized in sneakers, but now it is not only shoes, but also women's handbags. The brand plans to expand to the Far East. Holm is now in Hong Kong, working on a new collection specifically for residents of the Far East.
Of course, the idea of buying shoes is not in size, but the weight is unusual and not everyone likes it. The point is not that the shoes are uncomfortable or have some defects, but solely in the habit of choosing shoes along the length of the foot.