The cutting Edge of branding

Steve Edge is not wearing his diamond-encrusted shoes today. But not because he considers a casual lunch meeting over a plate of fish fingers and peas an occasion unworthy of the bling. On that the branding guru is vehemently clear.

“There is never a reason not to dress for a party, darling,” he says, wide-eyed through his thick-rimmed glasses. “Look…” he smiles and glances down to his feet, which flash and sparkle in the darkness under the table courtesy of a pair of electric blue glitter Giuseppe Zanotti trainers. Twinned with a one-of-a-kind Dries Van Noten…

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