Florsheim goes backtothe Future
Florsheim, the legacy shoe brand, may be 125 years old but it doesn’t look it.
Putting its best foot forward, it featured young and light athleisure styles as well as classic looks at a Glorietta popup event last June 29 to July 1. Guests and browsers could get a nice old-fashioned shoeshine, sit down in a barber chair for a haircut and shave, or grab a cuppa brewed coffee. That was the nod to legacy and timeless style.
But Florsheim, which started in Chicago in 1892, is looking forward as much as back, with innovations and design touches that tweak its classic dressshoe styles.
On display were Florsheim Tamsin moccasin slip-on toe shoes with a basic saddle and metal buckle ornament design, boasting a genuine deerskin upper leather and sheep hide lining — a classic Florsheim look. But why stop there? The Panache Lace-Up Sneaker is formed with smooth calf leather on the outside, soft sheepskin linings, and fully cushioned foot bed with high-rebound foam. Perfect from work to casual.
Another highlight is the Florsheim Royal Imperial Venice oxford laceup shoe, with classic wingtip design. Embroidered with brogue perforations that will go with everything from a formal suit to casual denim, it also tweaks design with a white outer sole.
And for rainy season, Florsheim introduces the Whip Boot with its waterproof leather upper and construction in several daring colors (for Florsheim) like red. With forwardthinking Comfortech technology to keep your feet dry and comfortable all season long, its breathable lining is also moisture-wicking.
“We mix and match the basic styles then add colors,” says Florsheim Asia Pacific general manager Zack Ku. “We mix the look with sneakers, say, for a more casual look — at the same time maintaining the quality of Florsheim shoes which is a legacy brand of 125 years.”
For Florsheim and Retails Specialists Inc. executives, age is just a number.
“Florsheim came into the Filipino market in the 1930s, and it always did well,” says Florsheim business development and brand manager Manny Concepcion.
While the company designed boots for US soldiers at the time, it was probably the stylish executive look of their dress shoes that caught Filipinos’ attention.
Adds Florsheim COO Albert Wong: “The target Florsheim market is now younger. Before that, it was men and their 50s and 60s. We’ve moved that to 35 to 45. But we also want to expand to millennials and younger buyers.”
With the new collection, it’s all about combining comfort with style. “The look is very much dress shoes, but the feel is sport shoes,” says Concepcion. “Our market is attracted not only to the look, but the comfort and the duration of wearing it from office to after work.” He hands me a new Florsheim sneaker design; it’s practically weightless, using OrthoLite for the insole. “Like walking on a cloud,” notes Ku, which happens to be the brand’s slogan for this new collection.
As for Filipinos, they’re still “more conservative,” says Concepcion. “In Southeast Asia we have a lot of older customers who always come back for the same shoe. But we will show them the new ones. Especially the men, they tend to wear a loafer. They may vary the color but not that much.”
So expect to see classic blacks, navy blues, grays and browns, and also some boots in red, maybe yellow or gold. Nothing too “way out there,” though. “We don’t want to do a 180!” says Concepcion.
“This is how we maintain our image and look,” says Ku. “We don’t want to twist it too much but we want to actually let a new generation know that this is the brand not only for the past, but for younger men as well.”
With the smell of coffee brewing at this man zone, a Barberdashery to spiff up your look, and a leather spa area to buff up your loafers, Florsheim reminds us that the past can still be a very forward look.
Visit Florsheim in Glorietta 4, ShangriLa Plaza, Ayala Malls The 30th, TriNoma, Alabang Town Center, Ayala Center Cebu, Abreeza Mall Davao; RSI Boutiques in Rockwell Power Plant Mall, SM Mall of Asia, Robinsons Place Manila, City of Dreams, SM City Davao, SM Cagayan De Oro Downtown Premier, KCC Mall de Zamboanga, and Veranza Mall in Gensan. Or visit on Twitter and Instagram at #FlorsheimLegacy and @FlorsheimPH.