At Generous APE, we partner with brands that share the same ethical views as us, brands that want to and do make a difference to the world, in an positive way.
In this newly launched Behind The Brand series we explore our brands, their background and what inspired them to start their brand.
Our Generous APE team interviewed Simon Ngu, the founder or Each X Every, a luxury shoe brand that have a huge variety of different styles to choose from, each of their beautiful designs are offered in three different widths and, within the podiatrists, they are amazingly comfortable to wear.
You have such a diverse background, what inspired you to start Each X Every?
During my time as a young lawyer, I observed a curious trend among my female colleagues – a meticulously planned daily ritual of calculated footwear changes. From walking through the front door in trainers, switching to flats in the office, donning striking high heel pumps for meetings and events and then stashing ballet flats in their purses for the commute home. Their elaborate efforts to coordinate footwear with their outfits with the practicalities of their daily activities highlighted the fundamental flaw that fashionable footwear is made to look beautiful in spite of how they feel on our feet.
This is where our journey began.
While aesthetic appeal is paramount for luxury brands, the design and construction techniques often lead to poorly fitting shoes that induce discomfort and pain. Each x Every emerged as a response to this dissonance. We launched the brand with the vision to create elegant shoes with stunning visual appeal whilst also offering near-perfect fits and exceptional comfort. Throughout our process, we strive to incorporate cutting-edge comfort technology without compromising the inherent striking elegance and beauty of our footwear.
Our goal is for women to no longer need to choose between fashion and comfort.
What is the ethos behind Each X Every?
Each x Every centres around three core principles: Elevating Elegance, Tailored Personalisation, and Sustainable Luxury.
Elevating Elegance: We are dedicated to creating beautiful footwear that exudes elegance and sophistication. We believe that fashion should empower individuals, making them feel confident and stylish. Our shoes are meticulously designed to not only be visually stunning but also exceptionally comfortable.
Tailored Personalisation: We understand that every individual is unique, and so are their feet. Our commitment to personalisation means that we offer multiple width options to ensure a perfect fit for everyone. We believe that luxury should be accessible to all, regardless of foot size or shape. Our interchangeable accessories, like shoe jewellery and straps, enable you to customise your shoes, adding a personal touch to your style.
Sustainable Luxury: The overwhelming overconsumption of footwear is an issue that we are facing globally and one that we are designing against. A shocking amount of footwear is thrown into landfill each year well before the end of their usable lives and we believe that the compromise between aesthetics and comfort has led to a buying behaviour that we call “one-time wears”. To combat this, we build our shoes to last, using eco-friendly materials and production methods, in sizes that provide a personalised fit for comfortable wear. And, with our new 2023 collection, we offer styles that can be customised using removable straps and jewellery pieces so that our shoes can be easily matched with our customer’s wardrobes and social occasions.
Who is the Each x Every customer?
When we make our shoes we have a conscious luxury consumer in mind who is looking for the balance between her individual style, taking care of her feet and minimising further damage to the planet.
When we talk to our community of inspiring female founders and professionals there are two clear things we’ve learnt over the past few years. Firstly, feeling comfortable within ourselves and taking care of ourselves is paramount above all else. Second, we’ve become more discerning about our choices and the things we value in our lives. When considering footwear, we often hear the question, “What will be my cost per wear?”.
With that question at the forefront of our minds, our design philosophy has focussed on making our shoes beautiful, comfortable and versatile so they’ll be worn over and over again.
How do you practice sustainability in your daily life?
I’m a big believer in looking at ways we can reduce our consumption. With two young children, this is not always easy and at times it does feel like we fail more than we should but we strive as a household to make decisions that result in as little waste as possible. From re-usable cloth nappies to second-hand children’s clothing platforms, we are firmly entrenched in the culture of sharing and passing on clothing, equipment and toys to those who benefit from them next.
