Via Tim Maly, Matt Jones of BERG is planning on doing some running, and was quite taken by the new Mayfly shoes from a large sports brand that I won’t bother namechecking. What’s interesting about the Mayflys is that, as the name suggests, they’re ephemeral. [image ganked from BERG post]
Of course, almost all consumer goods are ephemeral; what’s interesting here is the way that their limited lifespan is not only acknowledged but embraced by the product itself:
They are so light because they were designed with a definite lifespan.
They are only built to last for 100km.
On a good day, I usually run 10km.
These shoes are shoes I can use maybe ten times.
This defined sense of the object’s limited-life reinforces it’s narrative.
The thing is a clock.
Cradle-to-grave footwear product! As interesting as the concept is, I’m glad I’m not into running; for £40 or so, I’d want a pair of shoes I could wear more than ten times.
And good grief, but they’re ugly.. :-s
