A year later, I can proudly say that Casca offered the most technically-sound sneakers on the market. With contoured-sidewall Vibram rubber soles, ultra-thick E-TPU “Boost” orthotic insoles, and an integrated TPU stabilizer, these sneakers were designed for daily use, even if that involved climbing a mountain — and we did that a few times! A focused line was offered, with two models; a seamless knit catering to hot weather and a fully waterproof leather silhouette catering to cooler, wetter environments.

One of the most interesting aspects of this design process was deep-diving into orthotics and ergonomics. A component so often overlooked in footwear, it became a focus for Casca’s sensible, everyday designs. Working closely with Paris Orthotics and a third-generation pedorthic specialist, we analyzed 100 years of collected foot data and developed a corrective last and footbed that placed the wearer on their forefoot, in a position that optimized mobility and agility. Our proprietary footbed was made using the world’s most advanced, high-rebound cushioning — ETPU foam. Increased metatarsal and arch support provided a unique initial sensation, and resulted in countless reviews with customers saying the product “eliminated foot fatigue” and even “cured plantar fasciitis.”

Developed from scratch, from top to tread, Casca’s first sneaker collection boasted 4.9/5 star reviews with a return rate 8% below the industry average. 

Introducing Casca Footwear
February 2017 - March 2023

In early 2017, the Casca brand was launched between my tiny basement apartment and the factory floors of Guangzhou, China.

First, we identified a challenge in the daily life of many young professionals, many of which were unsure whether to choose between performance runners or premium sneakers for their daily happenings. Our goal was clear, to close the distance between elevated, minimalist sneakers like Common Projects and the more comfortable, high-performance runners that weren't quite appropriate for corporate settings. With a boom in redundant, uninventive sneaker DTC e-commerce brands, we sought to stand out from the pack with ultra-capable, comfortable and premium footwear.

As a startup, our resources were limited. While I developed the branding, product strategy and overall design language, I went on the road investigating factories and searching for the best materials on the market....