If you’re even remotely into fashion, especially the avant-garde streetwear side of it, you’ve probably come across a pair of shoes that made you go, “Wait… what are those—and why do I love them?” That moment? That’s likely a pair of BOTH.
Born out of Paris’s electric design scene and built around an obsession with raw material innovation, BOTH is a disruptive footwear brand that’s rewriting the rules of rubber. Yes—rubber. That once-overlooked element you probably associate with soles and soles only? BOTH has pushed it front and center, transforming it into architectural detailing, elevated functionality, and surprisingly chic design.
From sculptural boots to futuristic sandals wrapped in matte black rubber, BOTH is not just another streetwear label. It’s an experiment in form, function, and fashion identity. These aren’t your average kicks. They’re wearable contradictions—industrial meets organic, loud yet minimal, utility coated in high-concept cool.
Let’s dig into the DNA of the brand redefining contemporary footwear from the ground up.
The Story Behind the Soles: Parisian Design Meets Material Obsession
Founded in 2016, BOTH’s philosophy is equal parts design lab and street culture study. The brand has one defining signature: inventive rubber. Engineered in-house and developed with painstaking precision, their proprietary rubber technique offers the flexibility of street-ready styles fused with longevity, weather resistance, and graphic appeal.
Instead of hiding rubber beneath leather or ignoring it completely, BOTH treats it like sculpture—wrapping, layering, and casting shoes in ways that feel more like gallery-worthy objets d’art than something you’d toss on for a coffee run.
The result? Footwear that blurs the line between art and streetwear, with a level of craftsmanship that reflects Paris’s influence but speaks in a thoroughly global voice.
The Collections: Futuristic, Functional, and Fiercely Iconic
BOTH’s collections aren’t just seasonal—they’re conceptual explorations. Think architectural silhouettes, tactile materials, exaggerated volumes, and brutalist energy reined in just enough for everyday wear.
Their current lineup plays across four key categories:
- CLASSIC Line: Where it all began. Minimalist silhouettes with signature rubber wrapping and subtle detailing. Includes cult styles like the GAO, TIMU, and KAI—go-tos for fans of clean yet cool aesthetics.
- OBJECT Line: Borderline wearable art. Chunkier soles, matte rubber textures, and geometric shapes that flirt with absurdity—without ever tipping over.
- COLLABORATIONS: BOTH loves a good team-up. Their partnerships with artists, designers, and niche brands (like HIDDEN.NY and Comme des Garçons collaborators) continually push the envelope with installations and limited-run pieces that sell out fast.
- SEASONAL DROPS: Think color theory experiments and unexpected materials like metallic foam, semi-transparent rubber layering, or micro-ridged soles that look like they were printed by an AI-crafted machine (in the best way possible).
Each drop brings innovation—no idle variations, no logo-driven laziness, just fresh architecture for your feet.
Why the GAO Series Is Its Own Universe
Within the BOTH universe, GAO sits on its own pedestal—literally and figuratively. It’s the brand’s signature style, instantly recognizable for its chunky outsole, hybrid Chelsea-sneaker crossover architecture, and textured rubber shell detailing that wraps the entire silhouette.
The GAO Low is perfect for understated cool, while the GAO High has become a symbol in experimental fashion circles—beloved for its high-top construction, sleek colorways (jet black, milk white, bone beige), and heavy contrast stitching. Then there’s the GAO Tactical, complete with zip-up fastenings and industrial edge.
So, what’s the appeal?
- Unisex fit with dramatic proportions
- Weather- and sweat-resistant
- Polarizing in the best way—either people want to talk to you about them, or they don’t understand them at all (which low-key makes them even cooler)
It’s basically the Raf Simons of boots, redesigned for people who value comfort as much as clout.
Bestselling Drops That Broke the Internet (and Style Forums)
Beyond the GAO, a few standout silhouettes consistently top BOTH’s sales charts—and end up all over fashion community boards, Instagram style feeds, and sneaker resale marketplaces.
- TARU Mid Boot – A hybrid between hiking boot toughness and runway-readiness. High on volume, surprisingly light on the foot. Covered in flexible rubber with mesh panel detailing for airflow.
- KAI Papery Sneaker – A brutalist low-rise sneaker that’s equal parts sleek and sculptural. Slightly wrinkled rubber overlays make it look straight out of a post-apocalyptic Tokyo rave.
- KONO Sandals – For the brave summer dresser. Like slides but with a conceptual twist—thick soles, exaggerated ridges, and curved outsoles. Basically a utilitarian ballet flat born in 2074.
- WABI Loafers – Because yes, BOTH can do formal—if formal includes a coated industrial sole and a fully rubberized vamp that defies the idea of business casual.
These styles sell fast not just because of looks, but because of limited production runs, deep craftsmanship, and a fan base that tracks drop calendars like sneakerhead gospel.
Materials That Matter: Why Rubber Is the Revolution
Here’s where BOTH really breaks the mold. Most streetwear brands lean hard on trends or textiles—knits, suedes, leathers. BOTH, however, works almost exclusively with custom-developed rubber compounds, crafting silhouettes with:
- Flex-grip rubber that moves with the foot without warping
- Natural rubber/coated leather hybrids for weatherproof durability
- 3D-molded rubber shells that protect and shape the shoes for years, not seasons
- Vegan-friendly constructions that look nothing like the synthetic knockoffs they’re often mistaken for
Durability + futuristic aesthetic = streetwear for the real world. Rain, concrete jungle, warehouse party—it’s built for every edge of modern life.
And because it’s rubber? Your shoes actually last. Which means you’re investing in fashion and sustainability at once—no compromises.
Built for the Underground, Worn on the Main Stage
Part of BOTH’s genius lies in its refusal to pander. The brand isn’t trying to go mainstream—it just sort of… ends up there because the indie crowd does the legwork. You’ll find their shoes on underground musicians, off-duty models, progressive architects, stylists, and fashion editors who swear by comfort but refuse to look boring.
Thanks to their neutral palettes, solid construction, and wearable volume, THEY GO WITH EVERYTHING—from deconstructed suits to techwear layering.
Minimal enough not to scream. Wild enough to start a conversation. BOTH walks that rare style tightrope.
Online Experience: Smooth Browsing, Sublime Aesthetic
BOTH’s sleek, editorial-inspired website experience is a whole mood. You’re shopping, yes—but it feels like strolling through an avant-garde gallery. From sharp product photography to limited-edition previews, the visual language mirrors the brand’s commitment to quiet impact.
Each style includes detailed wordless photography, clean diagrams, and sizing breakdowns. You’re encouraged to explore—not panic buy—and the site integrates smooth transitions and smart product storytelling.
Plus, orders ship internationally with feeds in multiple languages, and the customer service is responsive, real, and actually helpful.
What’s Next for BOTH?
While classic drops are still their bread and butter, BOTH’s future is all about boundary-breaking experimentation. Expect to see more playful subversions of their classic rubber language: wearable art collabs, next-gen sole shapes, limited seasonal capsules, and new takes on elegance through negative space and molded form.
Also on the horizon? Expanded women’s lines, conceptual accessories (yes, we’ve seen the rubber belts—they’re fire), and a shopping experience that bridges digital exploration with physical installations in fashion capitals like Tokyo, Seoul, and Paris.
BOTH isn’t slowing down. It’s building louder and smarter, one curve-cut sneaker at a time.
Final Thoughts: It’s Not Streetwear, It’s Structurewear
Whether you’re a sneaker lover, a fashion conceptualist, or someone just over cookie-cutter shoes with weak soles and no edge—BOTH is more than a brand. It’s a design language. A wearable rebellion that sticks two fingers up to fast fashion, and laces you into something real.
It’s rubber—and it’s radical.
