The Dutch footwear label arrives in London this week.

There’s been an audience for all white trainers ever since the first ones were produced – and probably a market in waiting beforehand – so to suggest 2014 (the year adidas decided to revive the Stan Smith) was the start is to undermine all previous efforts.

Like for example, those of the Dutch based label ETQ. Starting as a menswear idea in 2010, today the brand offers a full line-up for both ladies and gents, while its collections are crafted in Porto (something not to be sniffed at given Portugal’s reputation in the production market).

Boasting a suave aesthetic, the label has just been tapped by London’s infamous Liberty, with a pop-up store opening in-house today for three weeks.

A slim edit of just 12 styles will be available from the temporary space, including a selection that features ‘the papersized bone’ finish, pictured above.

Described by the label as “one of the most prestigious retailers in the UK” – a sentiment no doubt shared by plenty – the new venture will likely up its British fanbase, while scoring kudos for featuring not one floral, a rare feat. where the department store is concerned, surely?

www.etq-amsterdam.com

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