Some shoes deserve to die. Some are so aesthetically challenged they should be strung up by their laces, taunted for several days then boiled in acid. Others are immortal and should be worshipped as gods.

Immortal Sole was created in 2004 by a couple of 30-something lads who never had the sneakers they deserved. When the classic styles were all the hype, they were pre-pubescent paper boys, banking £3.62 a week. By the time they’d saved up, the sneaks were either not cool anymore, or only available in a shop-soiled size 17. They bought the size 17’s in the hope that they’d grow into them. They never did, and stumbled around looking wack for years. These early mental scars, and the knowledge that 1000’s of people out there suffered the same traumatic experience, became the driving force behind Immortal Sole.

Bow down. Chow down. Toe candy never tasted so sweet.