Just one gesture: scan the QR code hidden in the tongue of the ID.EIGHT sneakers to access Experience ID.EIGHT , the Tuscan brand's first digital platform created in collaboration with WRÅD, a project that blends technology, sustainability, and urban culture, transforming every purchase into an engaging extension of the brand's identity.
The platform's core focus is on sustainability, experienced daily. Through the sneakers themselves, wearers can access exclusive content that reveals their deepest identity. This includes everything from the complete traceability of the value chain to a map of the "intangible ingredients" that tell the brand's story and principles, all the way to details on the physical materials. All this is accompanied by a care and repair guide, designed to prolong their life. At the end of their useful life, sneakers can be returned free of charge thanks to a dedicated collection service, which ensures their recycling through a downcycling process.
In addition to the more informative and design-focused aspects, the experience also includes a space dedicated to urban culture: the City Guides. This space extends ID.EIGHT's vision to the way people experience cities, explored daily in their sneakers. The guides offer alternative itineraries—in Milan, Berlin, London, Naples, and Seoul—to discover authentic places to walk, relax, eat, and socialize. Each one pays homage to the brand's dual soul: Neapolitan and Korean. So, wherever you are, you can find excellent pizza or enjoy authentic kimchi.
"We didn't just want to share where our materials come from, but to offer something that would last long after the purchase," explain Giuliana Borzillo and Dong Seon Lee, founders of ID.EIGHT. "Customers today want to participate, not just listen. That's why we built an experience that speaks the language of our community: practical, creative, authentic."
ID.EIGHT was founded in Florence in 2019 by South Korean designer Dong Seon Lee and Italian product manager Giuliana Borzillo. The brand stands out for its use of materials derived from food waste: apple peels and cores (Uppeal), wine industry pomace (Vegea), and corn and mycelium (BioVeg). The production process is transparent, traceable, 100% vegan, and cruelty-free. The uppers are Made in Italy, the linings are made of certified organic cotton, and the laces and labels are recycled. The sole is made of natural and recycled rubber. Over 70% of the sneaker is made from recycled or renewable materials. The brand has also activated a recycling service with ESO Recycling and a collaboration with the DisanaPianta laboratory for sustainable repairs.
The editorial concept of Experience ID.EIGHT was developed in collaboration with WRÅD, a design and consultancy studio co-founded by Matteo Ward and now part of Inside Out—the holding company created by Suzy Amis Cameron, an entrepreneur and activist internationally recognized for her commitment to environmental protection.
Since 2015, WRÅD has been working to inspire and enable companies to challenge the unsustainable status quo of the fashion industry. It does so through an integrated approach that combines education, communication, design, and innovation. With this in mind, it runs pro bono training projects in schools and universities, aiming to spread a new culture of sustainability, starting with younger generations.
The ID.EIGHT experience will be accessible starting with the FW2025 collection. This project is just the beginning: the platform is designed to grow over time, with new content, new cities, and new contributions from the community. The access point remains one: the sneaker. Because it's the wearer who can make the difference.
---
ID.EIGHT is the sustainable, cruelty-free, and genderless sneaker brand founded in Florence in 2019 by South Korean designer Dong Seon Lee and Italian product manager Giuliana Borzillo. ID.EIGHT sneakers are made with materials derived from food industry waste—such as apple peels, grape stalks and skins, and pineapple leaves. The brand has already received major awards, including the Pitti Immagine special prize in the Vogue and Altaroma Who is on Next competition, the Green Product Award 2020, and the CALLforFASHION from the MIP incubator in Florence.
---
CONTACTS
ID.EIGHT Press Office: Serena Gasparoni sere.gasparoni@gmail.com
Cell: 3405601016
