Since 2020 we've gone where we're not meant to. No two ways about it.
Born from the paths of creator, Callum McGinley and designer, Rockwell Princely.
We combine technical precision with real life experiences from the streets of London, to craft footwear that pushes fashion beyond the convention.
There's a way to do things in this business.
We said no.
The Start of Good Things
The Start of Good Things
Release of the year: M1 Exuberance - Design focus: ‘Complex Simplicity’.
Our first ever NTW release. Two creators merging their brains to construct a technically complex, community driven product. 2020 represents the start of our journey and the launch of 2 colourways now cemented in sneaker history.
- EXUBERANCE sells out in 63s.
- MOONLESS sells out in 186s.
- P MONEY Carwash Campaign.
Releases: M1 EXUBERANCE / M1 MOONLESS
Brand Validation
Brand Validation
Release of the year: M1 Saphfire - Design focus: ‘Colour Equilibrium’.
A year that saw the launch of our Model 2: ARW in 2 signature colourways. First editorial features with the likes of Nicekicks, Culted and beyond. 4 releases that became some of our most successful campaigns to date.
Other Highlights:
- Subsolar sells out in 11min.
- Our first feature in Sneaker Freaker.
- Apricity Elevated campaign.
- Afterdark with Jack Bence.
Releases: M1 SUBSOLAR / ARW AFTERDARK / M1 SAPHFIRE / ARW APRICITY
Brand Growth
Brand Growth
Release of the year: M1 Syzygy - Design focus: ‘Yin & Yang’.
The beginnings of our Always-On offering and brand growth. A total of 6 releases all consisting of the Model 1. Built around a strategy of 1. Reveal & 2. Release. Each consisting of high production campaigns and a push for the Model 1 and ‘drench’ colour schemes to become our brand staple.
Other Highlights:
- Sam Ryder wears NTW for Eurovision - gets second place.
- NTW in Harrods.
- UAL Project - First time - Full circle moment.
- First NTW pop-up.
Releases: M1 SYZYGY / M1 LACUNA / M1 SAKURA / M1 JUST WHITE / M1 LACUNA / M1 KAKI / M1 FLOE
Brand Diversity
Brand Diversity
Release of the year: FOAMS - Design focus: ‘Modular Solutions’.
2023 sees the introduction of 3 new models: FORMULA, FOAMS & KOYRI. Building on the foundations of our design language and covering timeless footwear categories for future developments. A total of 16 releases including a brand new range: HKE. A water-resistant, technical approach. Perfect for any rainy month.
Other Highlights:
- SDMN Match
- DELIVEROO accessed drop
- Sneakerness + Ebay stage.
Releases: ARW SUBSOLAR / FORMULA TIO2 / M1 ROXO / FOAMS WHITE / KOYRI EXUBERANCE / FORMULA MATTER / M1 MOKKA / FOAMS BLACK / FOAMS BLUE / M1 HKE SPECTRA / M1 HKE DAWN / M1 HKE RUST / FORMULA HKE DAWN / FORMULA HKE RUST / M1 LACHLAN
Industry Expansion
Industry Expansion
Release of the year: NO.1
Rebrand to NO. Introducing new sales channels: Wholesale, Collaborations and pre-orders.
Other Highlights:
- Scented shoes
- Farnham FC.
- JME Event.
- London Fashion Week.
Releases: FORMULA HKE GREEN / FORMULA HKE BROWN / M1 SAKURA SCENTED / FORMULA SAKURA SCENTED / FOAMS SAKURA SCENTED / FOAMS ORANGE / KOYRI KD-RS / CORE PACK BLACK / CORE PACK GREY / CORE PACK BROWN / FORMULA ZOYSIA / FORMULA ZON / NO.1 / RVRS SYZYGY / HKE ULTIMATE / M1 BEIGE REFL / M1 GREY SYZYGY / M1 DARK GREY / M1 BLUEPRINT
Operational Shift
Operational Shift
Focus of the year: Mystery Box 2025 - Design focus: 'Utility, access and everyday product'.
2025 moved NTW from isolated campaign peaks into a broader everyday system: core M1 colourways, Vault, accessories, apparel and the first large-scale Mystery Box moment.
Other Highlights:
- JME returns through M1 HKE Ultimate.
- Vault becomes a core line with Kaki, Mokka and TL Stone.
- Founders tees, caps and accessories expand the wardrobe around the footwear.
- Mystery Box 2025 becomes a major buying moment.
Releases: M1 DARK GREY / M1 HKE ULTIMATE BY JME / M1 LATTE / M1 MONO / VAULT KAKI / VAULT MOKKA / M1 TONE / SX BARELY BLUE / VAULT TL STONE / MYSTERY BOX 2025
Core Rebuild
Core Rebuild
Focus of the year: Core Rebuild - Design focus: 'Availability, utility and depth'.
2026 is about rebuilding the core: keeping essential M1 colourways available, sharpening Vault TL, adding useful accessories and creating stronger launch moments around collaboration and collection stories.
Other Highlights:
- M1 Full White returns as a clean seasonal staple.
- NTW x Seek Discomfort brings a new collaboration moment.
- Vault TL expands through Blueprint, Reverse Syzygy, Full White and Lacuna.
- The Coffee Collection and M1 Espresso deepen the M1 palette.
Releases: M1 FULL WHITE / NTW x SEEK DISCOMFORT / VAULT BLUEPRINT / VAULT REVERSE SYZYGY / VAULT TL FULL WHITE / VAULT TL LACUNA / NTW SOCKS / NTW DUFFLE BAG / M1 ESPRESSO