South Africans are buying shoes that look remarkably like orthopaedic boots, but with a price tag of R7,000 rather than the R3,000 they could pay for the medical version – which is sold individually, because most people only need one at a time.
But, according to MSCHF, a street fashion brand in the USA, from which Shelflife procured its stock, “injury is in. Health is out”, and customers can now “look broken while still being whole.”
“We've collectively aestheticized glasses, but the trend of functional medical accessories making the leap to fashion seems to have lagged." Tapping into the medical industry for fashion is no surprise for MSCHF as the retailer is known to be an industry disrupter when it comes to shoes and fashion in general.
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