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Meet Serena Amitrano, the creative force behind @seretouil She's a true sneaker connoisseur and trendsetter whose style speaks louder than words. From the way she laces up to the way she styles every fit, Serena turns sneaker culture into an art form.

Her looks are clean, her confidence unmatched, and her ability to merge fashion and function keeps her ahead of the curve.

Serena doesn't just wear sneakers, she lives them, bringing her own flair and personality to every pair.

We're hyped to have her as part of The Kingsland Shoe Project family, keeping her rotations fresh with Fresh Flows and our premium sneaker wipes. Because when it comes to style, Serena doesn't miss and neither do her kicks.

Name: Serena Amitrano

Socials: @seretouil IG & TikTok

You might think you’re doing your shoes a favor by slipping in those budget plastic shoe trees - but the reality is, most of them are doing more harm than good.

At The Kingsland Shoe Project, we’ve seen it all. Shoes that lose their shape, crease in all the wrong places, and break down way faster than they should - often because they were paired with the wrong kind of shoe tree. And the biggest culprit? Cheap, spring-loaded plastic and metal trees.

The Sneaky Stretch That Leads to Damage

Most plastic shoe trees rely on spring-loaded tension to "fit" your shoes. But that tension is exactly what distorts them.

These springs push back on the heel and up on the toebox, stretching leather, mesh, and other materials beyond their intended shape. That distortion doesn’t just warp the silhouette; it actually causes more creasing across the vamp (the top of your shoe. Over time, this stress accelerates wear and leaves even premium shoes looking prematurely beat-up.