“Playing ‘The floor is lava’ during PE! That was one of my ultimate pleasures as a kid. For our design department, the Premium Collection is now what ‘The floor is lava’ used to be for us as kids. For our designers, it is a sort of safe haven where anything goes and everything is allowed. The great thing about not setting any limits is that we ultimately take the entire collection to the next level. For aficionados of truly striking shoes, it yields the beautiful Premium Collection while at the same time being the perfect breeding ground for a ‘normal’ cutting edge collection.”