Footwear Development + Design

By Will Nunns & Twisted X

This is not all that I’ve done, just styles I’ve chosen to spotlight. If you’d like to see more of my work, please don’t hesitate to ask.

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Casual

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, What, Why, How, and So Forth

What:

  • The “Cell Stretch 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 “Cell Stretch”.

  • 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.

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.

Ariat Athletic Footwear

How:

So Forth:

  • The “Cell Stretch Active” project has been significantly outperformed by Twisted X’s more recent “Feather X” project, so this style as well as a few other Cell Stretch Active styles remain active, but they are in phaseout.

  • This style only had one development sample, and it went immediately into the line in order to go public with other Cell Stretch Active styles at the same time.

If I had more time and authority, here’s what I would’ve done differently:

  • I’d have used a single layer, tightly woven mesh, backed with a lining so that dust has a harder time intruding, and so that the quarter’s deco stitching is more visible, all while still providing enough ventilation.

  • I’d change the color of the lining to match the quarter’s color, but a shade lighter.

  • I’d reduce the height of the top of the heel by 1/4 inch.

  • I’d make the heel tab loop around with the reverse side of leather showing, to allow for better ergonomic function, to add a suede material accent, and to bolster the lifespan of the shoe.

  • On the outsole, I’d remove the entire blue heel, continue the midsole pattern all the way to the back of the heel, have the midsole pattern level off to a smooth surface on the back, where I’d have the “Cell Stretch” logo painted in blue lettering. If that wasn’t enough branding, I’d consider wrapping a thin, blue, painted line that spans to where the current blue window stops above the arch.

    ———————- Cell Stretch ———————-

Different Cell Stretch Active Style

Why:

  • The open-weave mesh was chosen to provide ample ventilation during activity.

  • Nubuck was chosen to add the perception of quality while also being a soft, malleable, 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.

  • The color was chosen through inspiration of straw grass.

Work/Outdoor

Western

Youth/Infant

Sandals

Other

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Family of Individuals - Spring 2021

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Twisted X - 3D Work