Undun was founded by its art director, Eugene Riconneaus. The brand is about recounting the history of street culture, but is also a platform for art, culture and ideas. This edition, it will present a new collection of city shoes for men (Chelsea boots, Boat shoes, loafers), made from sustainable and recycled materials. On its stand, it will also project its latest film, ‘please do not touch the work’. This short film received positive acclaim from the press and was selected by ShowStudio (the Fashion Film Award prize hosted by Nick Knight). Recently, it was presented at David Lynch’s famous cinema - SILENCIO. The brand will contribute part of its profit towards a non-profit organisation which empowers children through skateboarding and education in Afghanistan.

This year will be the brand’s first time at Premiere Classe but the founder has experienced previous editions of the trade show with his other brand, Eugene Riconneaus. His best advice for brands exhibiting at Premiere Classe for the first time is to bring your community, and go beyond simply selling your products. The brand should be part of building a bigger picture with other designers. He thinks that Premiere Classe is a must-see event within the fashion industry. The fashion world is constantly changing: there are more brands than customers, and so many products are launched each day. According to Eugene, the future is about acquiring goods for their own value and contributions, not as the result of marketing actions.