From surf to street style
Tried-and-true footwear brand is making a comeback, Teva USA’s marketing director says
Q For people who aren’t familiar, what are Teva Originals all about?
A Teva stands for freedom in footwear. We are probably most well-known for our iconic ‘sport sandal’ silhouette. The Original Sandal is the bedrock of our stance on freedom when it comes to self-expression; it is accessible, versatile and is at home on the beach as well as the runway. Q Can you provide a brief history of the brand? A Pioneered in 1984, Teva was born of necessity when river-rafting guests were losing their flip flops on guided trips. The first prototype was made out of a pair of flip flops modified with an old Velcro watchband. Once adjustable straps were added, the iconic silhouette was born. Q To what do you attribute the resurgence of the company in the past few years? A There is no longer a hard line between spring and fall seasons, consumers are looking for footwear that transcends boundaries. We have created a line of year-round footwear that lets the wearer do anything they want to do, wherever and whenever, all while offering a go-to style they can make their own.
Q Street style stars such as Bryan Boy and celebrities such as Zoe Kravitz have recently been snapped wearing Teva styles. How, if at all, has the street style element been a game changer for your business?
A We are always looking for new points of relevance that inspires the independent spirit and encourages self-expression. Street style is all about freedom and individuality, and that is exactly what Teva represents.
Q How are today’s Teva styles different from the ’ 90s surf-inspired sport sandals that people might remember? A Since its introduction 30 years ago, we have maintained the heritage of the Original Sandal while exploring fresh ideas, whether it is by introducing new colours and textures or working with other brands on exciting collaborations.
Q The normcore movement in general has attracted some criticism in terms of dubious participants among the fashion set. How do you work against the pigeonholed idea of Tevas being purely for the beach rather than the streets?
A Teva footwear speaks to a wide range of people that share a similar mindset — one that values the expression of freedom. With a selection of sophisticated and versatile styles, our footwear is embraced as a go-to look that lets the wearer explore their sense of personal style while being able to seamlessly transition between environments, activities and seasons.
Q How did the partnership with Woolrich come about?
A For us, collaborations are a way to show a new side of the iconic Original silhouette. Our collaboration with Woolrich was inspired by the idea of carrying summer into fall with a fun updated interpretation on ‘socks and sandals.’ We talked about the idea with Woolrich and they were excited about the concept, the collaboration was a natural fit.
Q What has been the reaction to the new styles and the collaboration so far?
A As we expand our styles with more year-round offerings and new collaborations such as Woolrich, we continue to experience enthusiasm from consumers who are excited for versatile designs they can put their personal spin on. High-end fashion is a primary form of selfexpression.