Jugo Boots, Didero Effect and Los Cholombianos
Design Ideas and Random Thoughts
Read Time: 2-3 min
Wise words:
“To be modern is not a fashion, it is a state.” – Rei Kawakubo
Behavioral bias of the week:
🧠 The Diderot Effect –
Named after French philosopher Denis Diderot, the Diderot Effect describes how acquiring one new item often creates a spiral of consumption — not out of need, but out of aesthetic or psychological inconsistency. Diderot wrote about receiving a beautiful new robe, which suddenly made the rest of his possessions feel shabby and out of place… so he replaced them all.
The Jugo Boot – A Sharp Turn into Cultural Iconography
The Jugo Boot, or Mexican Pointy Boot, emerged in the early 2000s in Matehuala, San Luis Potosí, as part of the Tribal Guarachero music scene. Young men began wearing radically elongated boots to stand out on the dance floor. These boots were handmade, customised, and highly performative — sometimes stretching over a metre in length and decorated with mirrors, paint, or LEDs.
But in Spring/Summer 2015, Comme des Garçons Homme Plus — under Rei Kawakubo’s radical creative direction — took this hyper-local symbol and launched it into the avant-garde spotlight. Her version elevated the pointed-toe silhouette into sculptural, luxury footwear. Finished with clean gussets, pared-back leather, and exaggerated toe extension, the Jugo Bootdebuted on the Paris runway to immediate cult fascination. Retail price? $6,500 USD.
It was never meant to be practical.
What I love about this design is that it refuses to be normal. It’s not seasonal. It’s not commercial. It’s a piece of art that documents culture — rooted in regional pride, music, rebellion, and identity.
Every brand should make room for one product like this — something so exaggerated, so specific, it becomes a timestamp in its own history.
These boots didn’t just extend toes — they extended the boundary of what fashion could be: a conversation between street style and couture, absurdity and tradition, pride and art.
Today. if you want to buy an pair of cheaper more authentic Jugo's you can grab them here
My Recommends this week:
🎯 Dazed Digital on Cholombianos
An intimate glimpse into the Cholombianos subculture — radical hair, spiritual swagger, and deeply expressive fashion rooted in Monterrey. Think Mexican Morrisseys with precision-faded mullets and emotional depth.
👉 Check it out
🎥 “I'm No Longer Here” (Netflix)
A lyrical, slow-burning film about the Cholombiano youth scene, cumbia music, and the quiet heartbreak of cultural displacement. Stylistically rich and full of humanity.
🎥: Check out the trailer here
Till next time…
Help us! Share the shoesletter to just oe person or invite them to sign up here
👉 share
Let’s grow the conversation on linkedin or instagram below