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“The Reaction has been absolutely fantastic” Smith explains, freshly emerged from the launch of the Redfoot Revolution and the aptly named After Party Shoe “We are now in a position where we have to streamline and limit which retailers order the shoes, there have been so many requests for the range. We honestly could not hope for more.”
I am surprised that the company expected any less from an idea which answers the cries of pain emitting from every woman who loves a pair of sexy heels. The After Party Shoe consists of advanced sole technology which allows the shoes to fold in half and fit perfectly into a small pouch, slotting into the even the smallest of handbags. The shoes are by no means flimsy, an obvious brain child of the prestigious Bacup stable and feature robust materials and fantastic designs to give them a real edge over any other company that has created something similar.
“My background has always bridged the gap between numbers and art” explains Smith “ I studied mathematics at university, but always had a very creative side. In 1990 I bought BACUP Shoe with my co-MD David Lord...the company sells over 6 million pairs of shoes a year.”
Seeing his wife and female friends in agony after a night in high heeled shoes persuaded Smith that something needed to be done about the problem..his logical side of his business brain thought about the simplicity of a shoe that could fold in half..his creative side envisaged the wonderful designs the shoes could take on board.
“Women needed something that was produced from nowhere, something that did not take up too much space in handbags, but they also needed something which looked appealing”
There on a study began. Bacup questioned thousands of women UK wide to find out how serious the problem was and which kind of solution they were looking for. Understandably, most women questioned, whatever their age or background seemed to agree that many shoes produced for a great look on a night out often faltered when it came to comfort after hours of dancing or walking.
“We knew the concept had potential, but it had to be well thought out. The main features which women were concerned about in such a shoe covered portability, durability, comfort, lightness and design. If we spent time on all of these factors, we knew we would come up with the perfect product.”
The secret of the After Party Shoe is in the split sole. The sole is durable and takes a great deal of shock impact away from the foot, despite being light and easy to carry in a handbag. The split sole itself provided total support and comfort across the whole of the sole, unlike ordinary shoes. The design is also a fantastic option for space saving too... for retailers and consumers alike.
Another positive move forward from Smith and his comrades at Bacup was the design factor of the shoes. Taking four footwear designers of the future recently graduated from the University of Central Lancashire, designs are more panache than practical... ballet pumps in good quality materials in a variety of colours, ribboned sandals reflecting this seasons trends and beautiful accents such as bows and rivets give them an added something which launches them into the competitive stakes against the likes of the High Street brands. These shoes could be worn anywhere - all day or night, on holiday or a shopping trip. They are by no means limited to the comfort stroll home after a night of stomping in a local nightclub..and could certainly spark a real revolution in the way we make and produce shoes in the long run.
And what, we hear you cry, are the price points for these babies? Set at £25.00 RRP they hardly break the bank.
“Bacup shoes are all about pedigree products. We provide shoes for some of the biggest retailers in the UK and we didn't want to let ourselves down with this product. The price is based on our expertise, our extensive research and also the level of design that goes into these shoes, both technologically and cosmetically, but it is realistic and affordable.”
Launching at graduate fashion week gave the brand good stead in the market as the After Party Shoe was watched eagerly on the catwalks by celebrities and models worldwide. The decision was in keeping with their desire to “give something back” to new talent in the industry and certainly highlights the brand as a humble one.
With a plethora of media coverage in its two month infancy and plans for a whole series of “Redfoot” related products on the horizon..here at Footwear Today, we say “watch this space” and think about stocking this new and exciting label, set to revolutionise footwear as we once new it.
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