History shop
The name 'Waffles' is an ode to the retro sneakers with a so-called waffle outsole. One morning in 1971 Bill Bowerman, co-founder of Nike, damaged his wife’s waffle iron by pouring rubber into it. By doing this he created the modern sole of the running shoe.
At the same time, the shops' name is a tribute to the legendary Belgian waffle. I wanted to give this typical Belgian icon a new interpretation by reinventing the name in a relevant way for what the shop has to offer. ?Hence the subtitle after Waffles: “sneaker delicacies”. Because in this waffle stand "your feet are in for a real treat".? All sneaker delicacies are displayed in soft, minimalist waffle shapes to instigate a sweet appetite.
And if that isn't already enough, each morning Ad – the shop owner - sprays a perfume with a scent of freshly baked waffles, which gives the impression that you are entering a genuine delicacy shop.

Brands
 Adidas, Nike, Reebok, Puma, Asics, New Balance and Vans, among others.

Targetgroup
Sneaker minded people, young and old, with a sense of style, who are looking for something special.

Brussels
I was already living in Brussels for a couple of years, before opening the shop. Rue Antoine Dansaert was giving me the exact vibe I was looking for - the area just breathes creativity, craftsmanship and design. Apart from that, Waffles also exists online through http://ilovewaffles.be.

Why should I go to your shop if I want to by a pair of sneakers?
In short: Waffles = Waffles. Unique in its kind in terms of sneakers, interior design, service and the amount of love for stories behind the shoes. ?But the best way to experience it, is to visit the shop yourself or take a look on  www.ilovewaffles.be.

Contact

info@ilovewaffles.be

http://www.ilovewaffles.be

Address:
Waffles sneaker delicacies
Rue Antoine Dansaert 189
1000 Brussels
+ 32 (0)2 219 05 75

Open:

From Tuesday till Saturday

11h30 till 18h00

pics by melika

About a year ago I was thinking about opening a small shop, where you could buy music, clothes, books, magazines and accessories.
Because of being an artist myself, this seemed to be the perfect idea to push something fresh, to create a platform represented by an original retail space. More then just a shop. U can say a community. I went to study business management and went looking for finances for my project.

Brands

For now I’m selling a modest, but carefully chosen array of clothes.
Freshjive, Altamont, Fucking Awesome, Fenchurch, Krew, Lowman shirts and of course the famous Mac Fly sweaters (that are doing amazingly well by the way!?).
Musicwise you can find a lot of import: Hyperdub, All City, Jazzy Sport, Warp, Circulations, Faces, Stones Throw, Ubiquity, Up My Alley, Kindred Spirits etc...
Just good music, which varies from dubstep to hiphop, electro to psych rock, instrumental and brazil to nu-soul.
Above all that, I have some other must haves like old skool sportwatches and Japanese toy cameras. Wax Poetics, Code and Shook can also be found here.

Targetgroup

Young and old. Rich and famous haha. No, musiclovers, nerds, fashionistas, thugs, whatever you want to call it. Looking at myself as a consumer, I came to the conclusion that I didn’t find what I was looking for and I guess there are a lot of people like me. It’s that niche that I want to approach.

Ghent

When the legendary Music Mania closed about a year ago, a lot of record buyers were lost. They went to order online, and just like myself, a lot of them seemed to loose the charm of choosing a record in a real life shop.Just that specific atmosphere of a recordshop.
I had to do something with that. Meanwhile Music Mania opened again with a bigger focus on second hand. We are even in the same street.
Apart from that, Ghent is a real enjoyable, cultural town with a lot of talent coming out of it. From the Ozark Henry’s and La Fille d’O’s to the Grazz Big Band and everything that Vooruit has to offer.

Visit

Apart from the offer, apparently I have some good wine left of the opening. Because I don’t drink alcohol, I still have a lot left. Haha.

Future

There will be a Mac Fly event, with artists and beatmakers. Furthermore I’m planning a mini-expo linked to the limited shirts, there’s gonna be an exclusive beatcompilation and a lot of cool guest mixes. We’ll have a lot of nice new brands and releases. Watch the site (http://macflyisthenewblack.com) to keep yourself updated about the shop.

Shouts

Shouts to Jos Digital, Flippen (AC), Azer, Robin, Fuck One, Melika and my great father for the aid.

Contact:

http://myspace.com/dyno

Address:

Bagattenstraat 5
9000 Gent
Belgium
+32 92 244 300

Open:

11.00–19.00
Monday–Saturday