Flower Mountain, the sneaker brand born and designed in Tokyo, presents RELOAD., its latest Spring/Summer 2024 campaign. RELOAD. celebrates Flower Mountain in the city, an urban forest that oscillates between heritage and the future, blending a love of nature and outdoor spaces with the metropolitan environment. The campaign features street-casted models, fostering a community and celebrating diversity and inclusivity. It captures the essence of real-world beauty, showcasing the versatility of Flower Mountain sneakers to accentuate personal style and serve as an everyday shoe. The various campaign images highlight everyday activities and celebrate the simple joys of life - casual strolls with loved ones, relaxing moments in the park, spending time with friends outside of a car, and celebrating nature’s bounty in the urban jungle.

The sneakers are crafted from refined materials, incorporating innovative technologies and aesthetic solutions. The collection delves into the timeless allure of denim and the intricate art of Sashiko, an ancient Japanese embroidery technique characterized by precious handmade textures. Each piece in this segment marries the nostalgic value of heritage with the contemporary concept of upcycling, from which Sashiko originates.

The campaign celebrates the collection inspired by an urban landscape, echoing the vibrant dynamism of Japan's megacities. Deep yellows, oranges, blues, and earthy tones create striking color contrasts that shine in urban environments. Lightweight, super-breathable technical nylons add a pleasant textural effect, propelling the sneakers into a contemporary, technological universe.

“The rain had just stopped and the sky was still covered in fog. Climbing Mount Fuji we came upon a large field of flowering dandelions (“Dandelion”). At that moment, all the natural elements that manifested themselves before us became a clear direction for our brand. This is where the name Flower Mountain and the design that inspired our logo came from.” - Founders Keisuke Ota and Yang Chao

Flower Mountain, founded in 2015 through the collaboration of Keisuke Ota from Tokyo and Yang Chao from Beijing, embodies a deep-rooted love for mountain exploration, camping, and footwear. Rooted in a strong outdoor ethos and inspired by nature, Flower Mountain crafts products that resonate with sporty individuals seeking elegance. The brand's fusion of Japanese heritage is evident in its color palette, use of Japanese fabrics, and meticulous craftsmanship, all infused with an urban flair that defines its unique character. Each Flower Mountain collection draws inspiration from Japan's vibrant megacities, with geometric designs that come to life in urban spaces.

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Flower Mountain's commitment to quality and comfort is evident in every detail of their shoes. Internally lined with luxurious leather and featuring a natural cork insole, each shoe is treated with AGION, a natural mineral compound that effectively prevents mold, fungi, and bacteria buildup, ensuring lasting freshness. The shoes are designed with a light, non-slip rubber sole, equipped with a 'special grip' that provides optimal traction, making them ideal for trekking and outdoor activities while maintaining style and durability.