Innovation
is all about questioning the conventional. Just because something was originally made in a certain way, it doesn’t have to be like that forever. Innovation is not just about new technologies, but about the way its creation or re-design is approached. The innovation of thought, not just product.
Always questioning the conventional while appreciating the classics.
Sustainability
New technologies are constantly offering cheaper solutions to the end retailer but at an environmental expense. Even from the initial design sketch, we can consider the sustainability of the product and we can consider ways of reducing the damage impact. Reducing waste in production, not over-designing for the sake of it, reducing development sample quantity through better tech. pack briefing, simplifying moulded parts, considering the mileage of components and the carbon footprint of the supply chain, working remotely where possible. The product designer should take some responsibility for the creations we bring into the world. Let’s not make throw-away shoes to wear for one season, which will take years to decompose in landfills, but good quality pieces which last and we can enjoy for years to come.
Commercial Success
is gained from knowing what’s worked in the past and where the consumer movement is now heading. Catwalk and hi-end trends are now so fast to hit the highstreet so the key is to predict the longevity of a look when working seasons ahead. Being on-brand and authentic is crucial to keeping the brand alive. For example by copying a big-selling style from a competitor, it may result in a quick sales boost for a season or two, but will cheapen the brand and ultimately damage it. Instead of copying, at HEELS OR LACES we take only trends which are relevant to the brand and blend their DNA with this trend to create a new look. A commercial collection needs a balance of shelf-appeal (fun) to interest the end consumer and wearability (boring) to make the sale.
Creating Beautiful Shoes
by perfecting the visual balance. The silhouette, pattern of lines over the last shape, application of colour, texture, material weights and the way it moves or reflects the light. The attention to detail inside the shoe, the subtlety or brashness of branding, fastening and functionality, comfort and the way it makes you walk or the noise it makes upon each footstep. Shoes are pretty small objects but a lot goes into them.
Descisive Design
comes with the confidence of experience, having built up a depth of technical knowledge. Drawing a beautiful shoe is one thing, drawing it with its construction in mind is the profession.