Instead, we try to design timeless pieces which, because they may not be "in" today, stand a pretty good chance of being just as relevant 20 years from now.
Such a strategy has its pitfalls - for example, many shoe retailers are only keen to sell the new and the latest, which, if we were more into wholesale than we are, would make life difficult.
However, we sell 98% of our shoes direct to the end customer and we've always found them to be likeminded... preferring the timeless over the transient.
When we made our first design, it was a huge relief to find out other people liked it. That simple Bauhaus-inspired shoe (pre-war in its aesthetic, yet somehow refreshingly original) had been in my thoughts for years, and I was so happy to get it out of my brain and on to my feet! But that might have been the end of the story, had others said "yuck" or "well, you're happy, David, that's all that matters".
(below, a picture of the 1st ever pair of atheist shoes, being made)