Geta Collection: Fiona Flat Sandals

These flat sandals have a unique footbed  that really resembles wood, even the surface texture.  Together with my supplier, we tried techniques how we can achieve the wooden effect for the footbed. It took us a couple of weeks before we were able to achieve the perfect look using treated PVC soles.

This collection was inspired by the Japanese thong wooden clogs known as Geta in 2009.  I added prints on the “wooden footbed” resembling  Japanese block prints. 

Japanese Geta sandals, photo by Google.

These were produced in Liliw, Laguna but were never sold in Liliw's Gat Tayaw fair. 

At that time, with Kuya Noel and Kuya Hermie's help we developed several suppliers from Liliw, Binan and Gapan areas to supply our increasing demand for Hoc Yan’s (a company under the Unitop Group) Fiona footwear line through our advocacy of teaching correct footwear processing & manufacturing.

It really sold well. At 1,200 pairs per design as our minimum quantity which was more than what most of the big players are ordering from footwear manufacturers.

I made sure that the patterns were made only by the pattern maker that we endorse to make sure that fitting & construction will be close to ideal. Since most of the manufacturers in these areas are not applying scientific principles in creating their patterns which logically results to bad construction and fitting. 

I cannot vouch that all the shoes sold in the Gat Tayaw Fair in Liliw are well constructed, hence with good fitting. I will only vouch for the products that I had ordered & my team has overseen its production.

Hopefully I could redo this collection sometime soon in a more ideal factory setting & competent workers.

Not Your Basic Leather Flatties

Ever wonder where to get comfy, elegant, leather ballet flats these days?

It’s hard.  For one thing, local stores doesn’t want to sell them anymore because the price point for their SRP is already too high for their clients so they tend to get more synthetic slip-ons because more end consumers tend to buy cheaper shoes. It’s sad, but that is the fact.

Sometimes it is good for the business, but it doesn't serve the market segment that wants more than these synthetic, poor quality flats and most of the time China produced items with bad fitting that one tend to throw away after a couple of months (if you’re lucky) which retailers have been feeding the market.

What if you want more value for your money? What if you want a pair of ballet flats that you want to wear for a few years, create memories with it because it’s durable and only requires a little polishing and you’re good to go? Something basic yet elegant to look at your feet, something that is so comfy and priced just right? What if you want ballet flats in black patent leather? Or even color flashing ones?

I had a client who wanted something classic, elegant, comfortable and made in kid leather, which has a beautiful fine grain. But the kid leather in the Marikina open market is steep at php130/sq ft, so we gave her something like these beautiful soft Napa cow leather flatties, and she launched her line successfully, too.

You’ll be proud to wear these to the office or school, or just cruising because it’s versatile. You’d surely get glimpses your way together with a pair of shorts, pants, jeans, skirts... you get the picture :).

I would say that this is a premium item, not because we produce it but because we used soft Nappa cow leather, interlining for super comfort & used leather for the insole.  Everything is leather except for the outsole. It is also unbelievably lightweight (no more tired and aching feet).

Interested to order? We continuously produce this staple, sizes currently available are  6, 7, 8, 9 while available colors  are Tomato (red), Coal (black), Syrup (beige), Eggshell (tan), Silver. We’ve marked this item down, at 50% off selling price is now only php900.00 plus parcel delivery. Send me a message at cla.Treadline@gmail.com. Who knows,  you might get lucky and get a much bigger discount :). 

This is also the perfect partner for the leather wallet on sale. (link)

I’d like to know what you want for a ballet flat. Send me your thoughts, ladies. I’d really appreciate it.

No Ordinary School Shoes Here

The school season is one of the busiest and most advertised seasons for the footwear industry either in the manufacturing side or the retail side of the business.  On the design and product development end, designs has to be ready by the fourth quarter of the previous year and samples has to be done before the year ends. On the retailer’s end, stock for the school shoes has to be in as early as March, and launching of new products by the first week of April, with a second wave of incoming deliveries between April and May. This involves countless meetings for specifications, approval and coordination with manufacturers which drives my merchandisers crazy which also drives me crazy while continuously planning for product line up. The sales force has to be oriented with the new collections and monitoring of sales is paramount to check if my collections were effective. Footwear manufacturers should be busy from January to February with full swing productions by March which may last till the month of May and tapering off to a slow pace. 

I always have a very different view of school shoes because I’ve always believed that it doesn’t have to be boring, it doesn’t have to be so utilitarian.

Shoes, for me is all about sexiness, so I always find a way to incorporate this principle to an everyday wear such as the school shoes. Even when I was still working with Disney’s footwear brands for kids such as Minnie, Mickey, Pooh, HSM or Pirates of the Caribbean (the license is owned by Office Depot), one of the top selling ones in the local market (because I never got Barbie out of the number one spot).

                                     

During my one year stay with Office Depot, heading their R&D department, me and my team of artists laid down a new trend for the kid’s shoes by adding prints and emboss on the upper lining and the insole lining making it really attractive even if the upper material were all back. Producing great contrast with the black uppers (sorry, I wasn’t able to keep paictures). It was a hit. The Barbie brand of Ritchwell caught on fast, joined by other brands such as Hello Kitty, Disney Princess, etc. 

Two years ago, this was the school shoes collection I launched for Effegi, which is a footwear line for ladies category available at SM department stores. Still sticking to my principle, I used the red lining for the upper and toned it down with gray insole lining that was metallic matte; basic black on the outside and eye-popping color on the inside which does not come across as trying too hard, unlike the school shoes of other brands.

Still not your ordinary looking school shoes, a sporty look with great choices from a simple slip-on to Mary Janes and slip-on with ankle strap. And of course comfort and fitting is a priority as much as the design. The sales forecast exceeded our stock appropriations that I computed for the sales projection, the owner was too conservative to approve such quantity, which was a sad thing because then we missed some sales by not stocking up.

Look out for my next features on the basic school and office heeled and wedge pumps.

Cruise Collection: Sexy Summer Sandals

I designed this sophisticated collection of flat sandals for Carmina Villaroel, a local celebrity for her online footwear store, Muniz which sold fast that she repeated the orders only a few weeks after we delivered the items. 

Although she didn’t like to use the leather materials as per original samples due to the fact that this will increase the selling price of these sandals ceiling high and will understandably be difficult to sell to her market. 

Which was fine because I found great synthetic materials from the Marikina open market that I matched to produce these georgeousness. I also used a more formal type of outsole to make them elegant and not casual, though the sole made the sandals just a tad heavier, which is a slight trade off if you ask me.

This number is a real show stealer.  I personally have this both in gold and cobalt colors, there's actually three colors, the third is the gray and silver combi. 

It's been more than a year since I've been wearing my pairs and they're still intact. Even now, I still catch women staring at my feet whenever I wear them. Which makes me feel so smug and flaunt my sandals more. I know, naughty me! But that is exactly the essence of the ecstasy that we feel when we know that we're wearing shoes that are sexy!

While this pair seems to be so flat, don't let it deceive you. They're very comfy and can make your ankle really sexy because of the wide ankle strap, not for ladies with thick ankles, though.

My pattern maker, Cindy had quite a challenge when she engineered the patterns because this pattern type is basically a boot and this was only her second time she derived the master for a boot pattern since her intensive training was still on-going under the expertise of footwear technical consultant, Mr. Noel Box. 

This one has an ultimate summer feel to it, with the multicolored striped fabric contrasting with the aqua blue synthetic material. Admittedly there's a lot of color in this design, but I pulled it off beautifully :).

This is another nautical inspired number, also very sexy due to its ankle strap, making it an almost gladiator type of sandals.

What are your thoughts on these designs? I'd like to know.

Resort Collection: Summer Ballet Flats

Enjoy these flower-inspired flatties, which can easily be paired with jeans, shorts, mini skirts, jumpsuits, jumpshorts, dresses & a lot more!

These flower-inspired flatties made good contrast with the grass cover & its small yellow  flowers.  I did the product shoot at the Yellow Brick Road in Sta. Lucia because it has a  small garden, water fountain & interesting backdrops to use as well.  

We made our set up at one of the outdoor tables of Figaro Coffee shop while enjoying    food & great company.  Using only my Sony TX9 & I was assisted by Cindy & Mr. Noel Box. 

   

Celebrate Summer

This is a collection of sophisticated flat sandals in 2013 for Treadline’s summer look book to celebrate the summer months of either lounging in the pool or the beach in high style.

I designed these collection for a local brand Vedasto, the owner of whom is a cousin of Manels.

These sexy, elegant & comfortable sandals are made of luxurious cow & kid leather.  

You can definitely flaunt your sexy feet with these babies either on the poolside or on the beach.

For inquiries please feel free to leave me a message.

photos & layouts by Claimed.

My Grown-Up Barbie Dolls

Pink is a color  that attracts women across age and race, it’s not a question.

I was once asked during my final interview by the president of the company who sells a famous footwear brand for kids here in the Philippines, “What is the most popular girl’s color?” I smiled and arched my brows a little and replied “Pink?” He smiled and we became friends after as I drove his sales higher when I handled his product development department.

This is my version of my grown up Barbie doll, I think I don’t have to say anything else to explain the title of my article. We did this project back in 2010 for a high end client who was going to use it for a pageant, she ordered 30 pairs and I sold each pair for a high price considering the material is only synthetic.

I usually do my product shoots in the showroom, but I was so excited that I couldn’t wait. Right across from the factory is a vacant lot with weeds and concrete pipes (or whatever). I decided that I’ll make it as a backdrop for my new baby. I think that the texture of the concrete contrasted with the smooth pink patent beautifully, it turned out great! It makes you want to reach out and touch it, feel it and to own it. I know, I’m not the only one addicted to shoes, I know you’re out there ladies. 

I wasn’t able to keep a copy for myself of these platform pumps that I call My Grown Up Barbie Doll, but I still feel that same excitement when I look at these pictures.


photos & layouts by Claimed.