There's something about siphoning away a serious wedge of your funds to spend on a pair of trainers from a brand that literally nobody has heard of that feels like a serious power play. Like, drop well over two tonne on these luxe Marathon Trail webs from Swedish sneaker brand Spalwart and casually bring them up in conversation. "Oh shit!" you'll cry as you spill a coffee, intentionally, near your Spalwarts. "I nearly spilled coffee, unintentionally, all on my Spalwarts!" Heads will turn, snapping in your direction like raptors. They won't know what Spalwarts are and, truth be told, even you're not sure. They're runners made from the finest calfskin and suede and something called "airbag fabric," using the same techniques and molds since 1950. Okay, sure, now you know that. That being heritage, mystique, intrigue, quality, creativity, originality and a name that's fun to shout in a possibly offensive Swedish accent. People start to get jealous of you. You're living your best self ahead of the pack. Plus, you know, because nobody has heard of Spalwart, you won't have to wake up at 4am just to buy a pair. Now that's a power play.
Sam Diss is a writer living in London. Follow him on Twitter here.
