ECCO , the premium comfort shoe and leather goods brand from Denmark, has won the gold medal in the hiking and trekking footwear category at the ISPO AWARD 2018 with its new shoe, the "ECCO Exostrike." Now, it's finally arriving in Japan on April 11th (Wednesday), with a pre-sale at Isetan Shinjuku Store, Men's Building B1F, and Ginza Mitsukoshi 5F (men's shoes). This highly anticipated new model is thoroughly analyzed by shoe and fashion professionals: Yasuhiro Mihara, designer of Maison Mihara Yasuhiro; Hiroshi Yamamoto, deputy editor-in-chief of HYPEBEAST; and Issei Enomoto, editor-in-chief of SHOES MASTER. What are the true charms of the "ECCO Exostrike" revealed in this dream three-way discussion?

(From left) Issei Enomoto, editor-in-chief of sneaker magazine "SHOES MASTER," Yasuhiro Mihara, designer of Maison Mihara Yasuhiro, and Hiroshi Yamamoto, deputy editor-in-chief of web magazine "HYPEBEAST. "

Innovative footwear that is both a trekking shoe and a sneaker.

Mihara: I had the opportunity to visit ECCO's factory in Porto, Portugal, some time ago, and I was able to see the "Exostrike" from the planning stage. Although it was developed as a trekking boot, I got the impression that it was very much like a sneaker. It uses a new material called "Dyneema processed leather" for the upper, which is surprisingly light yet stronger than steel, and a newly developed midsole called "Forane" which is a lightweight sole made using a direct injection method, yet it has a very high level of design. This requires a level of technology that I have never seen before.

Yasuhiro Mihara
Designer of Maison MIHARA YASUHIRO. Started as a shoe brand in 1997. Known for its unconventional ideas and in-depth design work, the brand's designs, encompassing not only shoes but also playful clothing, continue to attract attention both domestically and internationally. http://www.miharayasuhiro.jp/

The base of the Mihara last, which is usually flat, is properly shaped like a rounded foot. It's close to the shape of a human foot. It's a trekking shoe, yet it's also a sneaker. I think it's an innovative product in that sense. Until now, my image of ECCO was only of classic comfort shoes. But the more I see and learn about the manufacturing process, the more interested I become in the brand.

Issei Enomoto
Born in 1976. Freelance editor and writer. Also serves as editor-in-chief of the sneaker magazine "SHOES MASTER". http://www.shoesmaster.jp/

As Mihara Enomoto said, for me too, ECCO was a brand with a rather unfashionable image. I've been working on a shoe magazine called "SHOES MASTER" for about 15 years, but to be honest, it was off my radar. So when I first saw the "Exostrike," my first impression was, "Wow, they actually make such cool shoes!" I think it's cool even from the perspective of a simple sneaker enthusiast, and not only the design but also the technology is not to be overlooked. Innovation in the context of sneakers is mainly done in the midsole. But in this model, the upper leather is equally innovative. I was very surprised by the fact that there was still room for evolution in leather as a material. ECCO Leather, which is in charge of material development, also supplies various materials to high-end fashion brands. With that background in mind, I've come to think that it's a brand that cannot be ignored. I want to keep an eye on it even more in the future.

Hiroshi Yamamoto
Born in 1978. Originally from Matsudo City, Chiba Prefecture. Deputy Editor-in-Chief of the web magazine "Houyhnhnm". In 2014, her hobby led her to form the Houyhnhnm Running Club ♡, where she serves as vice-president. http://www.houyhnhnm.jp/

Yamamoto: Everyone's already said it all... (laughs). In today's sneaker market, which is overflowing with products, many people are constantly searching for something new. Amidst all this, established brands are also eyeing the "third place" position. In that context, I felt that ECCO is a brand that makes things properly, including its craftsmanship. The product itself is solid, the production background is solid, and above all, they feel incredibly comfortable when you wear them.
Enomoto: Yes, I think they're really comfortable to wear.
Yamamoto: From the moment I put them on, they felt so soft, I was surprised at how different they were from regular sneakers. I hope people will check out not only the design and technology, but also this feeling.

NEXT> What is the true essence of "Exostrike" that even discerning adults are captivated by?