The shoes sold by the gram that mean women with small feet could save a fortune

• Gram shoes are embossed with (and made by their) weight 
• Brainchild of Swedish designers Alexis Holm and Anna Stenvi
• Began with trainers but now also produces womenswear

'Gram was originally the reaction to a need I had to create something of my own,' says Alexis Holm, co-founder of Swedish shoe brand Gram. 

'It represented the emancipation from 9 to 5 and the possibility of expressing myself through design.'

And Holm's take on designer expression is certainly a unique one. Instead of focusing on exotic skins or bling details, the concept for Holm's shoes is weight.

Whether you're in the market for a cool pair of trainers or a skyscraper pair of printed wedge boots, Holm has the pair for you - and they'll come marked by the amount they weigh in grams.

Heavyweight: A pair of 380g grey and silver leather brogues from the autumn 2013 collection

Unisex: Gram shoes in action on CEO David Hedman and brand manager Finn Alpberg in Stockholm

Oriental influence: Designer Alexis Holm says Gram's next collection might have a touch of Hong Kong about it

All of the shoes sold by the label are categorised by weight, with the S/S13 collection starting with  lightweight 352g canvas trainers to a hefty pair of 497g leather boots.

'The concept of weight and the brand name itself came separately, and is more a symbol of Scandinavian minimalism and product focus than anything else,' adds Holm.
'People react differently [to the idea of making shoes by weight] and a lot seem to think Gram is all about making lightweight footwear, but that is of course incorrect.

'It's just a simple, rudimentary way of naming our models, with a twist.'The weighing of the shoe is done when the sample is completed and we're happy with the result. 

'Whatever the weight turns out to be will be its name. It's all very relaxed and randomised.'

The label started life in Stockholm in 2005 by Holm and his business partner Anna Stenvi, initially as a brand dedicated to trainers.

Today, it sells everything from boots to bags, although you won't have to look far for the sneakers that made its name.

'Gram has never been confined to any special segment of the footwear market,' adds Alexis. 

'We emerged as a hybrid brand, the in between alternative to both casual trainers and dress shoes, so that I guess gives us room to sway either way. Who knows what we'll be making next!'

For now, Holm, who is currently based in Hong Kong, is contemplating his next collection, which he admits is likely to have an oriental flavour.

Marked: All of Gram's shoes have their weight (in grams, naturally) embossed on the side like this 359g pair

'Hong Kong is much more free when it comes to mixing styles, colours and materials, so anything that's looks too crazy to be Swedish is probably that influence,' he reveals.
For those who'd rather get the cool Swedish look beloved of London's hipsters, he has this to say: 'I think the one thing that remains constant in Scandinavian fashion for girls is the boyfriend shirt, and I couldn't agree more,' he suggests.

'So grab one of his button-downs and wear with tights or bare legs, works every time.' Especially if you've rounded off the look with a pair of Holm's uniquely weighty shoes.