My boyfriend has had the same pair of trainers for 10 years.

They gape open at the front like foul-mouthed foot puppets, letting in water and dirt and debris and leeches and ticks and all manner of foreign material.

Not too long ago, we did a 32km day hike. No prizes for guessing what George wrapped around his feet.

It’s inspiring, really. George is proof that we don’t need a new pair of shoes every five minutes. Quality shoes can last years - decades, especially with the right care - and his thriftiness is exactly what’s needed to put the brakes on waste and stride into a sustainable future.

In saying that, I just bought a new pair of kicks*.

Gimme a break, will you? You’ll understand why I couldn’t resist in a mo.

I tripped over Radical Yes online - a ferociously flat-footed local footwear business with aesthetics, ethics and branding to make your toes all sweaty with lust.

As well as crafting beautiful shoes, they nail great copy, showcasing a brilliantly conceived brand personality that’s consistent at every touchpoint. Radical Yes succeed at sticking in the minds (and hearts) of their shoppers long after checkout - and much of that is thanks to words.

Of course, being a sucker for beautiful copy AND thoughtfully made footwear was the double-whammy, judgement-impairing punch to my anti-consumerist-tendencies that had a pair of patent leather booties (complete with shearling wool lining) sitting in my basket in two shakes of a lamb’s tail (as it was shorn for the above fashion purpose).

And because the whole experience was so excellent, I compiled a few choice lessons from the smart soles at Radical Yes that might help you in your branding and writing endeavours.

Here we go.

Pick a radically memorable name

Radical Yes. An unexpected combo of power words that feels like an affirmation, a mission. Before you even take a squiz at their product, Radical Yes invites you to be part of something offbeat and exciting, simply by having a superpunchy name. And for fashion-forward thinkers whose shoes are an extension of their personal, political and environmental beliefs, that’s like crack.

Do this: If you’re throwing around names for your business or venture, consider how words feel in the mouth, thrum in the ears, carry rhythm or power or weight… beyond their definition. If in doubt, ditch the puns and dig around for powerful, memorable words that aren’t readily associated with your industry - and of course, test them out for adverse reactions. (Sometimes there’s a ghastly euphemism or street meaning lurking within your well-intentioned moniker. This hasn’t not happened to me. Hem.)

Coin a radical mission statement

Flat Shoe Liberation. Radical Yes is on a mission to free feet from the tyranny of unnatural elevation - and it’s called Flat Shoe Liberation. In coining the phrase and scattering it around their website and socials, they rise above the one-dimensional offerings of their tinea-encrusted counterparts and stand out. These are shoes with substance. Shoes you can get emotional about. Shoes you’ll talk about at dinner parties and spruik to strangers on the street. Who’d ever wear heels again?

Do this: Give people a reason to care about (and rally behind) your product, getting clear on what you stand for and what you stand against. Distill your mission into a phrase or sentence, use liberally in copy and comms, and you’ve just hacked that sales slump.

Create a radical brand vocab

Stay radical! Like Steve Irwin, Jamie Oliver and countless iconic celebs, Radical Yes have crafted their own radical lexicon that inspires delight (and ensures you remember them). They sign off emails with Stay Radical!, pay you compliments like We think you’re radical and even address their postal orders to Radical Catie Payne… or whatever your name is plus a radical prefix. These tiny-yet-mighty touches give shoppers and window-lickers something to smile about, something to recognise, and something to make them feel all warm, fuzzy and familiar every time they interact with your brand.

Do this: Develop a brand voice. Don’t be afraid to deviate from standard industry speak. Brainstorm words and phrases that suit your brand’s personality, and weave them throughout. Importantly, find the small, short, or transactional bits of copy in your business and make ‘em work for you. Things like order confirmation pages, reminders, invoices, email signatures, the words on your packaging… prime personality real estate! Many brands/businesses/companies overlook these opportunities to inject personality and flair - but you don’t have to, you crafty millionaire.

* So, what about that asterix? It happened like this: I got the shoes, tried them on, and had a big old ponder about their place in my increasingly functional wardrobe. While they are certified fab, my feet are already well shod - and thus, I returned them. Radical remorse is real. The lessons still stand. If you want my spurned pair, grab ‘em while they’re warm.