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The ethically conscious sneaker brand “Twins for Peace” has been around since 2010, with their shoes sold in places like Colette or Dover Street Market, but they have only just opened their first store in Paris. With a new boutique, new brand collaborations and a new collection, “Twins for Peace” is going strong. Sleek caught up with the handsome Maxime Mussard, co-founder and the brain behind “Twins for Peace” to tell us more about the brand’s charitable MO:
How did you get started with the brand? What inspired Twins for Peace?
Since I was a teenager, starting my own brand has always been a dream of mine. I wanted to find a simple and elegant project. After travelling to Africa, India and South America, I finally decided, at age twenty-two, to create a solidarity project that would be both “cool and good”. The idea emerged after a soccer game in Madagascar with my brothers. A kid, who was the only one with no shoes, got hurt so I offered him mine. The next day, he was waiting for me on the beach to offer me his notebook. This comforted me in the idea that the most modest people are often the most generous. “Twins for Peace” seeks to challenge Occidental self-centered mentality and help the children of the world. It is my generation’s duty to be active and make a change.
Tell us more about the “be Cool, be Good” project.
Our project consists of organising a partnership with a local association. Every year we pick a country and make a shoe donation to the children of that region. The shoes are locally produced for a full-circle contribution. At the same time we also invest in long-term projects, mostly in regards to infrastructure: We help build schools, hospitals, school cafeterias, and orphanages. Our engagement is therefore both short and long term. Our “Shoe Project” has already travelled to Mozambique, Brazil, Colombia and India.
How far does the charity aspect translate in the brand? (Green production? Work conditions?)
We produce our shoes in Europe, in Portugal, for ethical reasons, notably the standard of working conditions. Our packaging is entirely recyclable. As I mentioned before, the shoes that we give out to children are locally produced. For example, in Colombia we offered rubber boots, made in the region, to children victims of deadly inundations across the country. “Twins for Peace” also participates in charity sports tournaments.
The sneakers have a very Parisian look, simple yet elegant and original. Who does the design? What was the aesthetic idea behind it?
I draw all the models. I wanted our shoes to mirror our philosophy: simple and timeless. Our sneakers are a white canvas on which I can play with colours and materials. I like drawing unisex models that can be worn by everyone.
Our Gacha models represent “Twins” the most. It was after a trip to Cameroon that I discovered the Jean-Felicien Gacha foundation. There, kids learn how to read, write but also draw and create. The foundation also built a beading workshop, beadwork being a craft very specific to that region. I wanted it to be a colourful and ethnical model, a bit like a piece of art. A pair of “Twins for Peace” Gacha takes about 50 hours to make.
On top of your own collection you have associated yourselves with brands such as American Retro, Flouzen or Julien David. What triggered these collaborations?
Flouzen is a lovely brand that honours cashmere. We therefore decided to put cashmere laces on the shoes from this collaboration. We love Julien David’s creations: creative patterns, incredible fabrics… He has a very urban spirit that speaks to us. He is inspired by Japan, like us, and proposed five patterns for our collaboration. Our creative collaborations must take place under an aura of sharing and benevolence. This is crucial for us.
Any exciting upcoming projects?
Regarding the Be Good aspect, my brother Dimitri is in charge of bringing our shoes to Brazil. We are thrilled because we will soon produce some “Twins for Peace” made in Brazil to come to help to Favela children. Regarding Be Cool, we are working on a collaboration with the photographer Raphael Lugassy for the Winter 2013 collection. We are also designing our first Running sneaker for Summer 2014. It will be inspired by sport, football and Brazil!
