North 89 is a Stockholm based footwear brand, established in 2016 by Gustaf Secher. The brand grew out of a passion for sneakers that initially started at a young age. Today a lot of sneakers focus on looks and design but less on functionality.  North 89 believe that functionality should be a given. Their goal is to take a functional approach on the classic and ever popular cup sole sneaker by combining innovative and classic materials with a touch of Scandinavian design aesthetics. In Scandinavia they have four seasons and they want to wear sneakers through out all of them in style without sacrificing functionality. In this episode of the MenswearStyle Podcast we interview Gustaf Secher, Founder of Modern Functional Shoemaker North-89 about the founding story of the brand which combines fashion and function.  Our host Peter Brooker and Gustaf talk about building a brand alongside a day job, using Instagram to promote the brand, newsletter design, material innovation, sneaker care, product photography, and growth markets.  Whilst we have your attention, be sure to sign up to our daily MenswearStyle newsletter here. We promise to only send you the good stuff.Our new store shop.menswear.style is now live!