ITS Contest 2026 – Jamie O Grady – SubTraction. Modular Footwear for the Bold.

Jamie O’Grady’s footwear concept was inspired by iconic Braun products designed by Dieter Rams in the 60s. Rams’ ideas were deeply ethical: he didn’t just care about how things looked, but also how they affected people and the environment. A philosophy that is still relevant today in discussions on sustainability, planned obsolescence, and minimalism and which lies at the core of O’Grady’s sneaker prototypes, which redefine how shoes are constructed. Following Dieter Rams’ 10 principles for good design and his philosophy of “less is more if it is better”, the shoes are adhesive free and completely modular. The shoes can be actually built in seconds, parts can be swapped depending on the weather and terrain, and replaced when they wear out. Each independent part is made from one single material which makes it easier to recycle. It changes the traditional shoemaking process and lifecycle by cutting back on unnecessary details and offering multiple combinations within one design. Project selection motivation Jamie O’Grady brings a rare blend of engineering precision and creative instinct. His rigorous study of material breakdown in footwear led him to develop a clear, practical system for separating and reusing components, pushing well beyond the sustainability strategies of more established brands. Alongside his technical depth sits a defined aesthetic sensibility: functional constructions, considered palettes and a language that bridges outdoor utility with formal exploratio