Common Projects
United States
Common Projects is a New York footwear brand founded in 2004 by designer Prathan Poopat and creative consultant Flavio Girolami. Its Italian-made Achilles sneaker, marked with a gold-foil serial number, helped define the luxury minimalist sneaker. The brand is privately held and sells mainly through high-end retailers.
| Founded | 2004 |
|---|---|
| Founders | Prathan Poopat, Flavio Girolami |
| Ownership | Private |
| Base | New York |
| Production | Italy |
| Signature product | Achilles sneaker |
| Website | commonprojects.com |
What is Common Projects?
Common Projects is a footwear label known for clean, unbranded sneakers made from fine Italian leather. Its products are recognisable mainly by a row of gold-foil numbers on the heel, which indicate style, size and colour.
History
The brand was founded in 2004 by Prathan Poopat, a New York-based designer, and Flavio Girolami, an Italian creative consultant. According to Wikipedia, the original Achilles was one of the founders' "common" projects, and the shoe, the Achilles sneaker, became the brand's signature. Early serial numbers could rub off, and the brand switched to branding them in gold foil. Common Projects is listed as a private company; its ownership has not been publicly detailed.
Products and positioning
Common Projects sits at the luxury end of the sneaker market, with prices well above mainstream sports brands. Its range includes:
- The Achilles in low and mid versions
- BBall styles
- Runners and minimal trainers
- Boots, including Chelsea and lace-up styles
- Derbies, loafers and slippers
The shoes are made in Italy, often in Nappa leather, and the brand avoids visible logos.
Business model and distribution
Common Projects sells predominantly through luxury department stores, specialist boutiques and online retailers, such as SSENSE, alongside its own website. Its distribution is concentrated in high-end multi-brand retail rather than a large network of own stores. This keeps the brand visible alongside designer labels in premium retail settings.
Why it matters
The Achilles anticipated the shift in men's fashion from formal shoes to minimalist leather sneakers, and it was widely imitated by luxury houses and direct-to-consumer brands alike. Common Projects is therefore often cited as the brand that established the clean white sneaker as a premium wardrobe staple and showed that a sneaker without a logo could command luxury prices.
Frequently asked questions
Where are Common Projects made?
Common Projects shoes are made in Italy, often using Italian Nappa leather. The brand itself was founded in New York in 2004.
What do the numbers on Common Projects shoes mean?
The gold-foil numbers on the heel indicate the style, size and colour of the shoe. They are the brand's main identifying feature in place of a logo.