Jamie O’Grady
SubTraction. Modular Footwear for the Bold.
United Kingdom 2026
Jamie O’Grady’s footwear concept was inspired by iconic Braun products designed by Dieter Rams in the 60s. Rams’ ideas were deeply ethical: he didn’t just care about how things looked, but also how they affected people and the environment. A philosophy that is still relevant today in discussions on sustainability, planned obsolescence, and minimalism and which lies at the core of O’Grady’s sneaker prototypes, which redefine how shoes are constructed. Following Dieter Rams’ 10 principles for good design and his philosophy of “less is more if it is better”, the shoes are adhesive free and completely modular. The shoes can be actually built in seconds, parts can be swapped depending on the weather and terrain, and replaced when they wear out. Each independent part is made from one single material which makes it easier to recycle. It changes the traditional shoemaking process and lifecycle by cutting back on unnecessary details and offering multiple combinations within one design.
SELECTION MOTIVATION
Jamie O’Grady brings a rare blend of engineering precision and creative instinct. His rigorous study of material breakdown in footwear led him to develop a clear, practical system for separating and reusing components, pushing well beyond the sustainability strategies of more established brands. Alongside his technical depth sits a defined aesthetic sensibility: functional constructions, considered palettes and a language that bridges outdoor utility with formal exploration. He shows an industry-ready maturity and a potential that reaches far beyond footwear into wider accessory categories.
TECHNICAL DESCRIPTION
Three handcrafted modular footwear prototypes exploring innovative construction techniques, designed to allow the wearer to disassemble, repair, and customise the shoe. The projects were conceived to facilitate the replacement of individual components, extending the product’s overall lifespan. The first prototype is a low-profile sneaker featuring a drop-in sole unit. The upper incorporates a concealed neon zip, paired with an elastic lace fastening system that enables an adjustable and functional fit. The second prototype is an off-road running shoe, built around a removable inner mesh sock. An external leather structure wraps around the entire shoe and, through an adjustable heel strap and an elastic lace, encircles the upper, providing structural support to the sole unit. The third prototype is a hiking boot. A perimeter zip allows the upper to be detached from the sole unit. The sole is wrapped and stabilised by a leather structure anchored to the upper, adjustable via a heel strap and a front elastic lace fastening.
PHOTOGALLERY
VIDEOS