Design informed by nature has always been at the heart of Vibram, and for Milan Design Week 2025, it was exactly this that the brand spotlighted in an exclusive exhibition titled “Icons by Nature: When Opposites Attract.”
The four-day showcase brought to life its unique design philosophies in the basement of Vibram Connection Lab, a research and development hub. The location stands as a dynamic space for innovation where prototypes are turned into products and then sold close by at Vibram’s European flagship store. “We’ve brought some phases of our sole production process into the space, offering a hands-on look at how our high-performance soles come to life,” shared Global Catalyst at Vibram Giuseppe Grandinetti. “But it’s more than a workshop – it’s a meeting point for collaboration where we co-create with other creative minds.”
Within the working environment featured just a small number of soles, silhouettes, and materials from a cross section of the brands’ archive, yet they came together to illuminate the different contrasts at the foundation of the brand’s designs. One of the most prized pieces in Vibram’s history – the Carrarmato sole – was amongst the exhibited pieces. Invented 88 years ago by Vitale Bramani, the durable solution for mountain expeditions was repurposed for other lifestyle models, like Snoop Dogg’s very own Timberlands. “We’re the only brand focused just on soles,” added Grandinetti.
Upon visiting the exhibition, co-curated with Vibram FiveFingers, Hypebeast also caught up with Abby Bucknall, Head of Global Marketing at Vibram FiveFingers. “Everything was so artisanal back then, very much designed on instinct—very primal,” she shared, reflecting on the decades of innovation. “Robert – the inventor of FiveFingers – used to say, ‘Your body knows what to do. You just have to allow it to show you.’ This isn’t just footwear. It’s a mindset. A return to how movement is meant to feel: natural, effortless, and free. Each toe moves independently, each motion becomes more connected, more aware.”
While Vibram has been around since 1937, the story behind Vibram FiveFingers is more of a recent one. Invented at the turn of the century as the brainchild of Robert Fliri, the first prototype moulded latex around a bare foot to allow close-to-nature movement. The exhibition traced the development of the FiveFingers silhouette from this initial prototype and others that followed, revealing how its design mentality has remained over the years.
An unmissable installation, however, was a Hank Grüner commissioned hut, emblazoned with flowers and mountain faces. “We wanted to create a hut – something linked to the idea of a mountain shelter, a place of protection and reflection,” explained Bucknall. “The flowers represent FiveFingers as a kind of energy growing from the ground, and the mountain is linked to Vibram soles.” Using fluorescent tones and doodle-like strokes, it evoked an almost childlike wonder in the space that comes with exploring nature in Vibram shoes.
If you missed the “Icons by Nature: When Opposites Attract” exhibition, check out the recap images in the gallery above.
Shop Vibram’s latest releases by visiting its website or Milan flagship store.
Vibram Flagship Store
Via Raffaello Sanzio, 6
20149 Milano
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