TOG is the first company that has solved the paradox between the brain, the computer, the theory, the engineering, the high technology, the mass market, the mass production and the hand, the talent, the craftsmanship, the small artists, and you can make both," said Starck.

Starck became involved with the TOG project through his friendship with the owners of Brazilian footwear company Grendene, who are behind the new brand.

"We are partners because the owners are huge industrial company in Brazil and I've helped them make shoes," said the French designer. "There is no art director here, everything is about the freedom. That is why today we have started with some designers, because you have to start. After, people will arrive and chose the designer. It's really a company of freedom.