Popular Shanghai sneaker

Popular Shanghai sneaker
Feiyue has taken the world by storm.
SHODDY. Fake. Unreliable - if this was a word association game,[link widoczny dla zalogowanych], "Made in China" products would probably receive these unflattering descriptions. But surprise, surprise, the It item currently taking the street scene by storm has its roots in Shanghai.
Feiyue (which means "flying forward" in Mandarin), an unassuming vulcanised sneaker, has emerged as the must-have item for sneaker-heads from Spain to Singapore. And this under-the-radar footwear owes its Midas makeover to three men - Nicolas Seguy, Patrice Bastian and Clement Fauth - self-confessed globetrotters from France and sneaker-lovers who spotted potential in a sea of shoes clogged with imitations.
Young, edgy models convey Feiyue's youthful direction.
"Patrice was one of the first to wear Feiyue. He was very involved in the artiste community in China and Europe, bringing in DJs and bands,[link widoczny dla zalogowanych], and most of his guests would react to Feiyue when they saw him wearing it. That's when we realised he wasn't crazy, always harping on about its potential and original flavour," says Seguy.
However, turning potential into star product involved a lot more than just clever marketing.
"Feiyue wasn't really a brand before we got involved, and it is still available under copycat names in China, but from day one, it was always about the product," he adds.
Much beloved by martial arts practitioners around the world (Shaolin monks wear them for practice), the sneakers were always a winner in the comfort category. But the three founders took it one step further and gave them technical upgrades in the shape, insoles, rubber,[link widoczny dla zalogowanych], printing technology as well as material improvements with the use of leather,[link widoczny dla zalogowanych], thicker canvas and suede, giving the footwear an edge of luxury.
"The technical improvements strongly contributed to people's perception of the shoes. I also believe that our marketing actions and involvement with the artistic community helped," explains Seguy,[link widoczny dla zalogowanych], who lists the Delta Mid model in grey leather as his favourite pair.
Feiyue celebrates street culture and a sense of openness,[link widoczny dla zalogowanych].
Since its re-launch in 2006,[link widoczny dla zalogowanych], the understated sneakers with its double chevron logo has won over global fans,[link widoczny dla zalogowanych], with retail outlets in 14 countries. Popular collaborations with California-based Ubiquity Records, renowned street artist Steph Cop and luxury fashion house Celine has also helped the shoes fly off the shelves.
"Even though we think having an Asian heritage is a great thing, most consumers don't!" he says with a laugh,[link widoczny dla zalogowanych], adding, "the 'Made in China' label is an especially tough obstacle but I think we overcame this by pushing our vision of making Feiyue a global label that has influences from everywhere. It doesn't have to be about 'from Shanghai' or 'from Paris' but more about what we do today and tomorrow. Brands grow and evolve,[link widoczny dla zalogowanych], and once people understand and relate to your story, it breaks the ice."
And it's definitely a story that has caught the imagination of the street scene, a vibrant community whose buying power has often elevated products to cult status. Seguy believes that Feiyue owes its success to values that are embraced from street culture.
"What I like about street culture is its freedom and sense of openness, and I think Feiyue fits into this culture for the exact same reasons. Freedom is one of our three main core values and even this value will evolve with time. It encompasses the freedom of doing what we like and what we feel,[link widoczny dla zalogowanych], which is right and meaningful,[link widoczny dla zalogowanych]," he adds.
A pretty lofty philosophy for something that Seguy himself calls "a simple vulcanised shoe" but Feiyue has always prided itself on being something more than a mere product.
"According to Chinese traditions, Feiyue symbolises the elevation of both body and mind,[link widoczny dla zalogowanych], and this duality also translates to Feiyue's East and West sensibilities." An example example of this duality is the 10N28E model, a high-top design available in canvas, suede or leather in a riot of colour combinations.
"The name references the exact geographical location of Shanghai while the design is a tribute to the 1990s sneaker fad which came from the West,[link widoczny dla zalogowanych]!" exclaims Nicolas.
As all successful businesses go, it was only a matter of time before Feiyue went into product expansion, launching a collection of varsity jackets and T-shirts.
"This is like an experiment, a test for us to work on a different product, but it is certainly a good thing for Feiyue as it will help us create a wider exposure," says Seguy,[link widoczny dla zalogowanych], who is looking forward to more artist collaborations in an upcoming November launch at the prestigious Colette in Paris, a new showroom in Singapore and an Asian concept store.
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