Footwear Development + Design
By Will Nunns & Twisted X
Below are styles I’ve worked on that I’ve chosen to spotlight, from each category.
Casual
My first design to be made publicly available
MMX0006
Specifications:
Twisted X “CellStretch® Active” Outsole
1.4 - 1.6 mm nubuck on toe cap, heel counter and tongue top
Sandwich mesh quarter
Tonal “X’ deco stitching on quarter
Embroidered eyelets
Stylized tongue top and heel tab
Flat laces
Who:
This design is targeting a young adult, rural male, in an attempt to reach an untapped market for Twisted X. The design captures Twisted X’s largest demographic, middle aged to elderly men, by evoking a sense of longing for youthful energy and fitness, while also catering to this younger market.
Who, What, Why, How, and So Forth
What:
The “CellStretch® Active” outsole was a new project that was emerging right around the time I was hired, and it was Twisted X’s first true attempt at making active footwear. I designed this upper, not the outsole. The goal of the outsole was to highlight Twisted X comfort technology with the striking blue heel, symbolizing CellStretch®branding.
The goal of the upper was to create a youthful, western, simplistic, yet energetic design as to not clash with the blue. This project was also introduced to compete with Ariat’s (Twisted X’s largest competitor) active footwear.
Different Cell Stretch Active Style
Ariat Athletic Footwear
Why:
The open-weave mesh was chosen to provide ample ventilation during activity.
Nubuck was chosen to add the perception of quality that is soft to the touch, while also being malleable leather that can withstand considerable wear.
The quarter’s deco stitching, as well as the stylized tongue top and heel tab were added to give the upper it’s own unique character while playing into the youthful, dynamic aspect.
Embroidered eyelets were chosen to pair with the quarter’s deco stitching and to not stand out too much on the simple upper.
The color way was chosen as a conglomerate of colors in rural landscapes.
How:
So Forth:
This style is currently active and available for purchase at certain retailers.
The upper profile has continued to be reused for new development styles.
This design was hastily put in the line in order to go public with all the “CellStretch®Active” styles at the same time. Here’s a few changes I would’ve liked to have made:
I’d use a single layer, tightly woven mesh or simple textile, lined with sandwich mesh and 5 mm of foam to accentuate the quarter’s deco stitching.
I’d make the heel tab loop around and be stitched back into the heel counter with the rough out side of the leather showing; to provide better ergonomic function, to bolster the lifespan of the heel tab and the shoe as a whole, and to add a suede material accent.
I’d use the reverse side of the leather on the tongue top to match the newly revised rough out heel tab.
I’d make the lining color match the rest of the shoe.
I’d revise the shape of the toe cap so it comes over the toe and so the intersection of the leather and textile isn’t right where the toe lies.
I’d sharpen the curve of the mouth of the shoe to make for a more dynamic and athletic-looking profile.
If I could change the outsole- I’d dramatically scale down the blue window to just be that top 1/6 section, and add “CellStretch” logo laser-etched on the blue PU window.
Sneak peek at a few other Casual styles I helped to develop/design!
Work/Outdoor
Specifications:
6" Chelsea Work Boot
UltraLite X™ Work Outsole
Axion Brown 1.4-1.6mm Canador WP upper leather
Axion Clove 1.4-1.6mm Geppetto WP heel counter leather
Square toe
Nano toe
Waterproof lining in the foot area
Sandwich mesh lining in the throat
Chelsea gore reinforced with dual stitching
EH protection
Slip-resisting rubber outsole
Eco-friendly Blend85™ footbed
MUNW004
Who, What, Why, and So Forth
Who:
This design is posed towards a western consumer seeking modern comfort and essential protection. This waterproof Chelsea boot features a nano composite safety toe for lightweight protection along with a convenient pull-on design, all encased in a classic style that easily transitions from the job site to after hours.
What:
This boot was designed to have a western look with a square toe and welted outsole, and to provide safety features and ease of use with the lower height Chelsea pull-on profile
I did not design this boot, I aided in the development.
Inspiration for this style originated from a previous development sample that was a non-work, soft-toe, western Chelsea UltraLite X Boot with a toe bug and wrinkle.
Comparable competitor products include: Double H 5” Western Chelsea Work Boots, Wolverine Rancher Level Chelsea
Twisted X style inspiration
Wolverine
Why:
The leather was chosen as a rich, but tough-looking, neutral, medium brown leather, that is thick and stiff enough to withstand consistent wear.
The different leather on the heel counter was chosen to spark visual interest, for the texture to be a minor benefactor in kicking off the boots, and for the same reasons in above bullet.
Triple and double stitching was added in high stress areas to extend the lifespan of the boot.
The 6” height of the boot was chosen because that is the most popular work boot height.
The UltraLite X™ outsole was chosen to reaffirm the boot’s ease of use, being able to be worn on and off the job site, without the boot being so clunky.
Double H
So Forth:
This style was released in the Season 1 2026 line.
We are continuing to develop this profile on different outsoles, different leathers, with a toe bug/without, and with a safety toe/without.
Sneak peek at a few other Work/Outdoor styles I helped to develop/design!
Western
Specifications:
11" Pull-on boot
Rubber “Rugged Tech X™ Performance” outsole
Chocolate 1.4 - 1.6 mm vamp and pull tab leather
Airlite X™ canvas shaft with printed stitch pattern
Wide Square toe
Leather pull tabs
CellStretch® comfort technology
Sandwich mesh lining
Standard toe bug
Pigskin strip on throat
Tonal stitching
Eco-friendly Blend85™ footbed
MXTP009
Who, What, Why, and So Forth
Who:
This design is targeting a man interested in not breaking the bank for a pair of western boots, while still getting a lot in return. This man would be looking for a good-looking pair of boots for everyday ranch wear and/or a boot capable of tacking any sort of adventure.
What:
This boot includes an Airlite X™ shaft of canvas textile, which significantly reduces cost.
I did not design this boot, I aided in the development.
The boot’s design goal was to show quality on what’s visible under the pant leg, and save on what would normally be shrouded by pants.
Different style with Airlite X™ shaft
Why:
The canvas shaft was developed for a few reasons; to save on manufacturing costs and costs for the consumer, to provide more ventilation, and to increase possibilities of what could be printed on the shaft.
The vamp leather for this style was chosen as a common look to service that market of men who just want a basic boot, at a lower cost.
The upper was put on our Rugged Tech X™ Performance outsole containing CellStretch® comfort technology, to allow for all-day comfort and be capable of tackling many terrains.
Wide Square toe was chosen as it is the most popular toe shape in the western market, and sells the best for Twisted X.
So Forth:
This style was released in the Season 2 2025 line.
Boots with the Airlite X™ shafts have sold well at the lower price point, so we are continuing to develop styles utilizing the canvas shaft.
Sneak peek at a few other Western styles I helped to develop/design!
Youth/Infant
Specifications:
9” youth Airlite X™ boot
Saddle leather vamp
Airlite X™ canvas shaft with Cow skull and logo pattern designed by me
Square toe
Leather pull tabs
Rubber outsole
EVA pho-welt to match piping color
YCW0014
Who, What, Why, and So Forth
Who:
This design was made to outfit a child in fun western prints without sacrificing durability and comfort in this Cowboy Work boot. A leather vamp and rubber outsole help ensure these boots hold up during chores and play, while the lightweight shaft features breathable Airlite X™ fabric to them feeling cooler.
What:
This boot includes an Airlite X™ shaft of canvas textile, which significantly reduces cost, and increases ventilation.
I designed the shaft’s pattern, chose the colors, and the materials.
This boot belongs to a “Mommy and Me” collection that includes an infant bootie and a adult woman’s boot, all with the same western pattern printed on the shaft.
Why:
The canvas shaft was developed for a few reasons; to save on manufacturing costs and costs for the consumer, to provide more ventilation, and to increase possibilities of what could be printed on the shaft.
The rubber outsole was chosen to withstand all sorts of child activities, while maintaing comfort.
The pho-welt was chosen to save on costs.
The color on the pattern was chosen to be unisex for a child and more suitable for an adult woman than a man, as we have a different “Daddy and Me” collection.
So Forth:
This style was released in the Season 3 2025 line, and the other two boots in the “Mommy and Me” collection have yet to be released.
We are testing sales with the “Daddy and Me” collection on a previously popular style, to determine if this type of collection is worth releasing for “Mommy and Me”
Sneak peek at a few other Youth/Infant styles I helped to develop/design!
Sandals
MFF0005
Specifications:
Men's Hooey® Flip Flops
Airlite X™ canvas straps with printed Hooey® pattern
Microfiber lining
Leather toe post with burnished Hooey® logo deboss
Hooey® text logo on nylon woven tag
Soft PU footbed
Hard PU outsole
Who, What, Why, and So Forth
Who:
This design was made for people who resonate with the Hooey® brand, and who seeking casual comfort. Perfect for soaking up the sun or just casual comfort to easily throw on for low-effort tasks.
What:
Twisted X holds a license with the Hooey® brand where Twisted X can either use the Hooey® logo on a shoe that resonates with the Hooey® brand, or they send us seasonal catalogues of their patterns to be incorporated into Twisted X footwear.
I picked out the Hooey® pattern used on this style, changed the method of the Hooey® logo deboss, and adjusted the midsole and outsole colors.
Why:
The Airlite X™ canvas was chosen for the straps because it is cost effective, eco-friendly, and can be easily printed on.
The coated PU footbed was chosen to provide a nice, squishy shelf appeal, premium comfort, and resistance to abrasion/skinning.
The pattern was chosen because it had the most “coastal sunset” feel to it, and it worked best in this small application.
So Forth:
This style was released in the Season 4 2025 line.
Twisted X has found the flip flop market to be a crowded space, and though the Hooey® styles have done okay, we have only released one more flip flop since.
Twisted X has continued to develop other profiles like mules and slippers on this outsole.
Sneak peek at a few other Sandal styles I helped to develop/design!
