VAN DAL AW12

Published: 20 January, 2012

AW12 represents an exciting move on for the Van Dal brand. Whilst a consistent performer in the formal shoe listings in magazines such as Drapers and your very own Footwear Today the brand continues to make significant progress in modernising its collection and mainstream appeal. This season the brand has invested heavily in broadening its collection further still with new categories including waterproof boots, autumnal wedges and heritage inspired brogues and loafers. All add a contemporary mix to their core offering demonstrating a wider appreciation of changing consumer taste and trends which have been the starting point for the seasons development.

Unsurprisingly trends continue to reflect the general mood, whether in the form of a positive nostalgia or as a reaction to austerity and harder times. The brand has three key looks which reflect both moods. They include ‘Clear Concept’ a mid-century inspired modernism, ‘Highland Fling’ a British heritage reflection and the glitzy rebelliousness of ‘From Russia with Love’ a subtle nod to the timeless glamour of the Ballet Russe in all its embellished glory.

The result is a collection, with seven key groups, which maintains a foothold in their core business whilst offering the retailer an option to build business with an established and respected brand.

MADE IN ENGLAND

Having launched Van Dal Vintage in celebration of their 75^th anniversary the brand finds itself riding the crest of a tidal wave of British manufacturing revivalism. Very much in its heartland one of the key styles, made in their Norwich factory is Aurora II which retails for £90.

DON’T MAKE DO. AMEND.

Another new development is the addition of a new mix and match group with removable trims. Packaged around two of their Made in England styles the concept neatly straddles two of the seasons key trends. With embellishment in place they sit with ‘Ballet Russe’. Conversely, and without trim, the cleaner simpler lines dominate and a ‘Clear Concept’ minimalism emerges.

Trims can of course be used on any plain court or handbag however selected shoes such as Holt which retails at £90 come with one pair included and the option of two looks. More trims are available at £18 per pair.

AUTUMNAL WEDGES

With strong Highland notes this crepe soled wedge group is perfect for Autumn. Fantastic detailing and rich materials ensure that the soft suede and nappa, gimped edging and subtle hardware deliver a contemporary and hugely commercial category from Van Dal. With the benefits of ion-mask™, this group offers stylish comfort that will offer protection from the vagaries of the British weather. The Stonehavenshort boot is a highlight here and retails for £110.

WINTERPROOF BOOTS

With the new VanGuard waterproof and breathable membrane these boots are guaranteed to keep you snug and dry next winter. Comfort has been designed in with a combination of features including lightweight PU moulded outsole providing thermal protection and cushioning, moulded ankle support, antibacterial lining and an anatomically moulded footbed.

Findhorn, a kneed high option, is the standout boot and with a retail ticket of £130 for a membrane boot this is good value in anybodies money.

SIMPLECOMFORT*

Now in its third season our simple comfort* collection perfectly combines a contemporary look with unadulterated comfort. Super soft and flexible there are 4 new styles for the season. As with the Autumnal Wedges each shoe here also comes ion-mask™ treated for protection against the British weather. Chiswick is the highlight which retails at £100.

BONNIE BROGUES

With Highland looks being big this season this collection of beautifully gimped edge brogues and loafers are perfect. Carefull crafted with soft nutty leathers the punched detailing and gimped edging look delicious. Equally the super flexible loafer, called Windsor, is a delight and a move on from those stiff and stuffy alternatives currently around. Look out for the Clyde brogue RRP£100.

FLEXIBLE FRIENDS

This is Van Dal heartland for sure but they have worked hard to improve on their offering so no sitting on there hands this season. They set about deconstructing their traditional courts further improve flexibility and comfort. I have to say they have succeeded.

Shoe construction inevitably involves compromise amid layers of material and adhesive. In combination these help to provide those nice straight lines that rise to a perfect ‘clip’ at the heel. The downside can be a lack of flexibility which can reduce comfort.

The result of our work here though is a range of leather courts that offer both the look of Van Dal with the comfort of a casual shoe. Buttery soft foulard leathers, flexible outsoles, engineered linings. The result is a shoe as flexible as a leotard worn by the Green Goddess at her best. Wells court shoe retails for £75

For further information please contact:

Jason Larke

Em: jason.larke@floridagroup.co.uk

Tel: 01603 493108

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