The subject of this thesis is to design a free time footwear collection for an urban lifestyle. This thesis has two main goals: firstly, designing a free-time orientated footwear collection using product development methods and secondly, understanding more deeply the author’s personal design process and design identity using methods of reflection. The basis for the new collection is the urban and unisex footwear collection called STOMPER that was designed for the W17 Vimma Design Show & Show-room.

This thesis includes theory for both product development and reflection. It presents the research phase of the design process which includes the inspiration gathering phase, trend research for the season A/W 19/20 and target group and user environment research. The thesis also has a self-reflection part which studies the author’s personal and optimal design process and design identity before and after this thesis process.

The results from this thesis were the gained deeper professional skills in shoe design as well as a more in-depth understanding of the design identity. The urban STOMPER: Step Up -collection was created based on this design process. For possible future entrepreneurship, this thesis gave useful content from the design identity reflection process and designing a competent footwear collection. Going through an in-depth process like this at the end of studies was a good ending point but also a very good start regarding the future.