Why do the wealthy love to wear “plain sneakers”?

Have you noticed that those truly wealthy people are dressing more and more “casually”?

Apple CEO Tim Cook has been photographed many times wearing a pair of Zegna shoes with no logo, and it’s even hard to tell what brand they are. Jack Ma has been seen several times wearing a pair of Loro Piana Flexy Walk sneakers. And Allbirds, known as the “Silicon Valley’s footwear brand,” has become a standard choice for tech and finance industry tycoons.

It’s not just them. Rupert Murdoch wore a pair of pure black HOKA shoes to his fifth wedding; Lei Jun’s appearance on the campus of Wuhan University with a pair of white sneakers made lululemon popular.

When the streets are filled with big logos and chunky sneakers, these wealthiest people choose to put their feet into shoes that “seem to say nothing”.

01

It’s not that we can’t afford a logo, it’s that we don’t need one

For ordinary people, a logo is proof that “we can afford it”. But for the wealthy, this proof is no longer necessary.

When a person no longer needs external objects to flaunt themselves, the logic of consumption changes. It shifts from “I want to have enough” to “I only have the most worthwhile.” They will pay for “comfortable clothing,” but will not compromise on the feel of their feet for “looking expensive.

This is “minimalist consumption.” It’s not because they are poor, but because they truly don’t care anymore.

02

Plainness is the best recognition of a language

You might wonder: how can a pair of shoes without a logo embody “luxury”?

But the logic of the wealthy is just the opposite. Only those who understand know how much these shoes cost and where they come from. A pair of Loro Piana sneakers can be priced at tens of thousands. But it won’t write a number on your foot. Its value is hidden in the leather, in the stitching, and in the fit when you put them on.

This tacit understanding of “only for those who understand to recognize” is itself a kind of circle language. If you can’t understand it, it means you are not in this circle. I don’t need to shout out how rich I am, you naturally know.

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03

Your body is more important than your reputation

There is another very practical reason: it’s really comfortable.

These tycoons are not young on average. Frequent business trips, long hours of standing, meetings, rushing to catch flights… What they need most is a pair of shoes that can last a whole day. They should be lightweight, cushioned, and have strong support. This is ten thousand times more important than having a recognizable logo on the upper.

HOKA’s Bondi series is worn by many medical workers in the United States while standing on operating tables. The entire Clifton9 shoe weighs only 247 grams, with thickened foam but extremely light weight. Allbirds uses a shoe pad made of natural wool and castor oil. The sole of Loro Piana’s shoes hides the cushioning technology found only in top-level running shoes.

You might think they are just “showing off”, but in fact, they are really taking care of their health.

04

The masses are imitating, while the elites are “returning”

Nowadays, “old money style”, “high-intelligence dressing”, and “elite feeling” have become trending search terms. Many people follow suit and buy Loro Piana, Zegna, and HOKA. There’s nothing inherently wrong with that. But there’s one thing worth considering:

The elite dress in plain attire because their lives are already rich and fulfilling. They don’t need a piece of clothing or a pair of shoes to create a buzz. Dressing boils down to the most basic level of comfort and functionality.

If we merely imitate “dressing in plain attire” while neglecting to “fill our lives with meaning,” we might end up with an empty shell.

Why do the wealthy prefer plain sneakers?

Because when it comes to material possessions, they no longer need to prove themselves. A pair of shoes serves the feet, the body, and long-term comfort. Whether others understand or not is really not that important.

This, in itself, is a state of luxury.