“This shoe is loosely based on vintage tennis shoes from the 70s. Our PR people are happy about this, because it’ll allow them to make all kinds of references in their press releases. Sometimes, it can be difficult to say something new about a shoe from a completely different angle every time. Over time, I have developed a technique for this for myself. If I can’t come up with anything, I just start making some odd connections that’ll eventually lead back to that shoe. That usually works. This shoe is a good example of that. I had to write a text for the back of the tongue label. Obviously, you have to come up with something that’s not totally boring or that’d be like preaching to the choir. In the end, I came up with this: "This shoe is like an elephant in your backyard: cool, but important it fits".”