Published by SEVENSTORE
Author: Millie Throp
For a creative with a name like Rockwell Princely, it is fitting to discover his modes of practise as head of design at co-founded sneaker brand, notwoways, are as especial. Established in 2020, Princely has brought an unmatched perspective to the venture which he helms alongside content creator, Callux. Unbound from an existing archive or set consumer expectations, notwoways is aptly unbothered by the paces of sneaker giants in its peripheries, finding freedom in the label as a clean state to raise the bar in the marketplace.
Cultivating all-encompassing outlines in their East London studio, bridging orthopaedic comfort with strokes of florid suede, and honouring sustainability at an affordable price-point, Princely offers these up as a prerequisite to the needs of his cult following. So, whilst the brand’s audience is herded partly from his co-founder’s presence on platforms like YouTube, notwoways is yet no sell-out, reaching something bigger than emboldened aesthetics alone.
Known by friends as Rocky, the designer’s openness proves a virtue as he catches up with SEVENSTORE at notwoways’ suburban headquarters, charting his childhood sneaker sketching and scholastic path into design, finally touching on going above and beyond for his consumer.
Born in Amsterdam, but priding Dutch-Surinamese heritage from his parents, the 28-year-old has always had a weak spot for a lace-up masterpiece. Appreciating sneakers from beyond his realm of accessibility as a child, he would solve this by sketching them for his ownership. Reaffirming that back then, even “the idea of being a footwear designer wasn’t a thing”, the early instance justifies his attainable outlines today, forging greater exposure for the next generation.
Expressing that in his home country, “there wasn’t a path for that trajectory”, young Princely beckoned to his initiative in moving to the UK, unearthing an attuned footwear design course within the University of the Arts London. Gaining peers able to keep up with his artistic birthright, the scholastic route evidently strengthened Princely’s understanding of footwear beyond a consumer perspective, and crucially ushered its capabilities into his reality.
Having never cut a corner since, Rockwell delights to not have played apprentice to any sneaker giant upon exiting education. Instead, honing his novel methodologies at notwoways, the brand is proudly four years in, revelling in the opportunities available to an unestablished brand, praising “full creative freedom, without the red tape”. Approaching even customisation in-house, responding to customer feedback by introducing modifiable outlines and maximalist details, Princely thus believes any brand has a choice in whether to prioritise profit or progression. “You get to decide where you want to sit,” he affirms.
Manifestly driven by innovation, the designer remains grounded in remembering, once, “all [he] knew was this dream”. Infusing aromas into outsoles and hand-embroidering details around the eyelets, going against the grain comes merely second nature at notwoways. “It’s our version of sustainability; our version of quality…” Rockwell trails. “You can do things your way”.