Project in collaboration with Ines LeBihan & Ugo Di Mauro
Quechua is a mountain sport brand of the Oxylane / Decathlon Group.
Its name comes from indigenous people living in the Andes of South America.
Established in China the brand is seeking to adapt its hiking shoes to the Chinese market. To do so, they asked to identify the need to adapt both functional and aesthetic approaches to the local concept of hiking, a concept closely related to the idea of well being, refering not only to a physical but also to a mental pleasure.
Hiking doesn't mean the same in Europe and in China, where climbing a mountain is more seen from a symbolic rather than from a sportive perspective. The hiking shoes would then have to reflect this specific idea.
Focusing on the women shoes appeared to be a real opportunity for the brand as there is few alternative to the conventional shoes on the market. The final project is an hybrid shoes, beetween a sandal and a hiking shoe, combining femininity, pleasure and security, referring to the idea of relief.