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Innovation is not new to the sneaker industry. Brands are constantly engaged in an arms race to make actual, wearable sneakers lighter, faster, or more comfortable. Retailers and resellers are in a never-ending tug-of-war to fix and game the system. Recently, other players have entered the market with digital innovations of their own: sneakers you can’t actually wear IRL.

@ FRAKS©, we don't believe it's weird ! Just the new normal.

Contact us to unlock our services and create your own !

(High Snobiety, 2021)

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