Common Projects sneakers have become one of the most sought-after styles in footwear. Celebrities and fashion influencers spot them worldwide. The brand’s classic white leather model, in particular, has become a true urban style staple.
Common Projects strikes the perfect balance between casual sportswear and luxury fashion. With the athleisure trend still going strong, it’s no surprise that Common Projects has claimed its place among style stars, influencers and athletes alike.
Thinking about getting your first pair? Or are you already a die-hard fan and want to know more? Either way, keep reading. Below, we cover everything you need to know about the brand — and whether a pair deserves a place in your wardrobe. You can also shop Common Projects at Selfridges right now.
What are Common Projects?
Common Projects is an American footwear brand. Flavio Girolami and Prathan Poopat founded it in 2004. The duo met through mutual friends in the ’90s. They quickly bonded over a shared love of sneakers.
The brand focuses mainly on sneakers. However, it has since expanded to include Chelsea boots, loafers and other styles. The original palette of white, black and grey has also grown. Today, you’ll find electric blue and mint green with matching soles. In addition, the brand now offers a full bags and accessories line, plus a women’s collection.
In an interview with Complex magazine, Girolami put it simply: “We’re making shoes for people who understand what good design is without having to get into it. We just want you to wear them because they feel good and look great.”
The History of Common Projects
Flavio worked as a brand creative consultant in Italy. Prathan worked as an art director in New York. Together, they designed their first shoe from opposite sides of the Atlantic.
They called it the “Achilles.” They originally built it for their own personal wear. They wanted something simple and classic. Existing sneaker collections felt too loud — too many colours, too many logos. The Achilles remains in the line-up to this day.
For a while, the pair continued their day jobs. But the shoes proved so popular that they eventually joined forces and made the brand official. Their first production run consisted of just 60 pairs. Those pairs sold out almost immediately. New releases still run to a maximum of 600 pairs.
The name “Common Projects” came from a simple concept. It described two creators working on their own projects — one in New York, one in Italy — while also collaborating across continents.
Where to buy Common Projects footwear
Common Projects stocks in more than 200 retailers worldwide. For UK shoppers, the easiest place to start is Selfridges. The brand also stocks at Harrods, Harvey Nichols and other premium department stores and independent retailers across the UK.
You can also shop online at net-a-porter.com and SSENSE. For the widest current selection, browse Common Projects at Selfridges here.
Why are Common Projects so expensive?
It’s a fair question. Why does a plain white trainer carry such a high price tag?
The answer comes down to two things: craft and scarcity. First, each pair uses premium Italian leather and hand-stitching from skilled artisans in Marche, Italy. Second, the brand limits each style to just 600 pairs. As a result, demand almost always outstrips supply. That exclusivity keeps the price — and the desirability — high.
Are Common Projects good quality?
Yes. Set the hype aside for a moment. Common Projects uses natural leathers and high-quality suedes throughout. The price reflects those materials. The brand also applies hand-stitching and other specialist techniques in production. So each pair carries a crafted feel that mass-produced sneakers simply don’t deliver. They’re not made entirely by hand. But the level of attention to detail sets them apart.
How and where are Common Projects made?
Common Projects makes every pair in Marche, Italy. A skilled team of shoemakers runs the factory there. The workspace still relies on traditional artisanal techniques. Each shoe goes through hand-stitching as part of the process.
The brand’s headquarters sit in New York City. The team there manages office operations and warehouse space for distributing products to retailers worldwide.
How do I know if Common Projects sneakers are authentic?
The clean, minimal design makes Common Projects easy to replicate. It can be very hard to tell a fake from the real thing.
However, fakes usually show small differences. Look out for slightly off sizing, a different font weight on the serial number, or unusual lace width. Even so, without an original pair to compare against, spotting a convincing fake is almost impossible.
For that reason, always buy from an authorised retailer. Selfridges, Harrods and Harvey Nichols all stock authentic pairs. Stick to trusted sources and you’ll never need to worry.
What do the numbers on Common Projects sneakers mean?
Common Projects avoids obvious branding. There’s no Nike swoosh, no Adidas stripe. Instead, each shoe carries three sets of gold-stamped numbers on the outer heel. These represent the style number, the size and the colour. It’s subtle, distinctive and instantly recognisable to anyone in the know.
Who wears Common Projects?
Common Projects counts some serious names among its fans. Celebrities from sport, music and film have all been spotted in the brand. Notable wearers include Drake, Frank Ocean, Serena Williams, Kanye West, Alexander Skarsgård, Aziz Ansari, Nick Jonas and John Legend. As a result, the shoes carry real cultural cachet — well beyond the sneaker world.
How do you keep Common Projects white?
Once you’ve invested in a pair, you’ll want to keep them looking sharp. Fortunately, it’s straightforward with the right routine.
First, clean your shoes after every wear. Use a soft cloth or brush to remove dirt before it sets. Second, avoid wearing them in wet weather. Rain and moisture can stain both leather and suede. Third, store them properly — away from direct sunlight — to prevent yellowing.
If your Common Projects sneakers need more than a wipe-down, the Common Projects repair service by Attard’s offers a full restoration. The service includes authentic Margom sole replacement, a new leather insole, fresh laces and a complete clean and refurbishment. You’ll get your shoes back within a few weeks — looking new, at a fraction of the cost of a replacement pair.
