The brand is the brainchild of footwear guru, Janet Middleton, who has worked alongside some of the most sought after designers in the businesss - including Vivienne Westwood. Her skills range from the art of handmaking bespoke shoes, to a high level of expertise in design and she is a fully fledged music guru, scouring festivals and concerts to find inspiration for her rock and roll, cutting edge styling.

Convinced that the world of slippers was somewhat “naff” and noticing a niche in the market, she felt the need to design a range of slippers a man did not have to hide in the cupboard, an absolute must.

“The concept for Triggerfish sprung from the gap in the market for a certain age group - teenagers to young men in their 30s. They are for guys who might like to stay in for a few beers with the lads, for guys who might want travel a lot and want something comfortable to pop on during the flight... for men who care about their appearance and like to retain a certain style but want to be comfortable too,” explains Middleton.

With the suitable strapline “Not a Menace to Barefeet”, the Triggerfish range is soft and comfortable, but has all of the style that men might crave for in a trainer or sneaker.

“They should be something guys want to wear for the rest of the evening, without the worry of having to sling them off when the door bell rings. Why can't slippers for men be as versatile as the options available for women?” She continues.

The target market for the slippers is, in sight of the ever changing male market, fairly broad. The male shopper has become sophisticated with the rise of “metrosexuality” and increasingly demanding music fashion scene. With this in mind..it seems strange that, like slippers for women, the men's sector just has not been addressed.

The range suitably features a broad spectrum of styling and design elements, all with a contemporary feel of quality that will suit many tastes. Mod influences and rock music slants are prominent as are retro, funky styles but there is also the more classic, plainer range that will suit the more discerning customer. The brand is suited to anyone from a footballer kicking back on his private yacht to a young, lazy, image conscious student. The price is right too as styles will retail from just £45-£65 a pair, both affordable but certainly not “throwaway”.

Mancunian rocker Liam Gallagher is already a fan of the brand having order a bespoke pair from Middleton and in turn providing a great style icon that will surely boost the reputation of the label which launches this September at Top Drawer.

Middleton intends the range to be an ideal gift idea as they are so different than anything that is offered in the mens giftware market. “They will come in their own drawstring bag with lots of little extras that make them extra special” she explains “I am looking into having the stylyes on show at a few giftware fares as well as Top Drawer.”

Triggerfish are also pioneering to help save the British High Street and not least of all with their alignment with British production, as the shoes are made in one of the last British factories in Leicstershire. Middleton is a supporter of the independent store too and is resigned to the fact that her new funky slippers will not fall into the hands of just any old multiple:

“I want the slippers to retain uniqueness by being sold in high end stores, gift shops and quirky boutiques” she explains “ There are a few choice multiples I think are worthy for the brand but I don't want to saturate the market with them so that the few unusual shops we have left in Britain suffer.”

With a wonderful product like nothing else on the market, a fabulous celebrity following and a great work ethic, we are convinced a great season in September is the least of what Triggerfish have to look forward to!

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