There's a shoe out there for every sport imaginable. From runners that promise to protect joints to basketball kicks that stabilise the ankle and absorb shock, it’s a lot of different pairs of shoes to keep in a closet. Clutter aside, that’s quite a few pairs of shoes you have to bring along if you lead an active lifestyle that sees you going from the gym to a round of tennis on any given day.
Brothers James and Josh Shorrock faced the exact same problem. Growing up around the world and spending their formative high school years in Hong Kong, they live the busy, jet-setting life that quite naturally takes all over the place. Between team sports and hitting the gym, the brothers noticed they needed help finding a one-style-fits-all shoe that was able to adapt to the demands of their lifestyle.
Seeing this gap in the market gave the two the idea to start their brand, Lane-Eight. “We felt that existing performance brands’ focus on building sport-specific shoes didn't really align with how we stayed fit and active. As we shifted from playing sports to going to the gym and group classes to stay fit, we felt that there wasn’t anything out there that was versatile enough to handle the demands of the various ways we were working out,” says Shorrock.
Beyond function, they also wanted a shoe that was stylish enough to wear on a casual night out. “We also wanted a shoe that we could wear not just during our workouts but before and after, so we wanted something that didn’t scream workout from an aesthetic standpoint.”
Armed with this concept, they knew they had to create something that provided ease and convenience that was also good for the environment. After all, buying less is one way to reduce environmental impact, and ensuring that whatever people believe is an eco-conscious product takes it one step further. ‘We are also one of the few performance companies whose entire product range is built using natural and recycled materials. Our carbon footprint is between 27 and 37 per cent lower than the industry average.”
With just two shoes, Trainer AD 1 and HIIT Trainer, in their lineup, they’re confident that it’s enough to cater to the average consumer's needs. “A lot of performance brands start with developing products for elite and world-class athletes and then trickle that down to the average consumer. The same goes for how they represent themselves in their marketing. It’s aspirational but ignores the realities of the average consumer.”
Though the goal is the one-shoe-fits-all approach, the two shoes offer some nuances. “The Trainer AD 1 is an everyday performance shoe that offers incredible versatility, as well as a stylish, considered design. For us, it’s the perfect everyday active shoe. The HIIT Trainer can withstand wear and tear and is suitable for strenuous workouts.
As to how confident the brothers are that the shoe fits most? There’s no guessing involved; it’s all about reaching out to users and refining based on their feedback. “We work with a select group of athletes from our community, as well as members of the team, to test our products. We also do an exhaustive battery of tests with our production partners.”
Growth is an essential part of any start-up. Still, with a brand philosophy rooted heavily in their sustainability commitment, they aim to expand their product range, but only in a way that makes environmental sense. “We’ll continue to be focused on building the most sustainable, functionally versatile performance products that align with our goal of being a carbon net zero business.”
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