The Challenge

Monoboss, in late 2020, designed a type of shoe for men, that never existed before, with a style that was not part of the urban street style scene in Pakistan. There was no target audience, no psychographics, and no product-market fit, just a thousand pair of shoes and 3-month deadline to sell them all.

The Approach

We created a story for the brand that’s inspired by the shoe’s shape, form, and aesthetic but also taps into the underlying socio-cultural aspirations of the Pakistani youth. High risk, yielded high rewards. To read the brand story we crafted click here