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JVAM is a gender-neutral footwear project. Our mission is straightforward: To challenge societal norms of exclusivity and divisiveness by crafting high-quality shoes that break gender stereotypes and embrace individuality. As important as comfort and quality are to its footwear design, the brand is equally uncompromising in its embrace of inclusivity. JVAM intends to promote reflection on stereotypes in all forms and varieties.
To begin with, understanding that gendered fashion is a social construct that stands in the way of inclusivity. As a fashion statement, the brand is minimal and understated, with each colour and shape deliberate in their reflection on the brand. The products themselves are reflective of the brand’s ethos – that style knows no gender.