OK, so not quite as catchy. But definitely a fair approximation of some of the positive techniques that the Uttoxeter based West Midlands Shoe Company is employing in response to a quiet marketplace. And one such method involves presenting the UK debut for the exciting and established US brand Earth Spirit. We caught up with Derek Williamson of WMSC to learn more.

Q: Your new brand, Earth Spirit. A US label that promotes quality and great value. And you are giving them their UK debut! How did you become aware of the brand?

A: Believe it or not I found the brand in one of my Portuguese suppliers' showrooms! The US parent company was at the time looking for companies to supply in various European countries. I was immediately taken with the brand name itself and was also immensely impressed with the styling and quality of the product. We talked to the Americans and, in the face of some initial reservations, we were successful once we'd projected what we could do for their brand in the UK.

And the US parent could do much worse than signing with the Staffordshire outfit who have already garnered an impressive track record in successfully launching hitherto unknown brands.  Two such introductions in the last fifteen years include the Capollini and Country Jack brands and Derek is rightfully upbeat about his companies' credentials for recognising immediately the right criteria a brand needs to demonstrate in order to fit the bill.

Earth Spirit are twenty first century: an easily recognisable brand, a great quality product with superb quality and fit and, to top it off, good margins for the retailer. It wasn't really too much of a difficult decision to take on the brand for the UK."

Q: What is it that sets the brand apart from the rest?        

A: The manufacturing specification of the shoes is impressive; all the shoes are constructed in calf leather. The majority of designs have ‘Gelron 2000' shock absorbing insoles and are lined with a breathable tricot lining. This coupled with

TPR flexible, durable soles make a great product for the price."

Never one to miss the opportunity to delve into the world of scientific wizardry FT happily investigated further the support and comfort afforded by this patented technology. Gelron 2000, we discover, is a cushioned insole which is part of a system designed to improve posture and overall comfort when walking. The design aims to dissipate shock waves endured whilst in stride and strives to help ward of potential damage to the body. Many Earth Spirit designs also come with arch support and EVA mixed mid soles so it seems certain that an investment in a pair of Earth Spirit shoes is sure to be a soothing experience.

Q: So it's great that the shoes demonstrate comfort through their design. But what of the aesthetic within the range?

A: I feel that this initial winter range, although not large, is very comprehensive.  It has the right mix of flat casual boots, heeled fashion boots, casual shoes and fashion shoes. The accessible designs mean there is also great age appeal across the range - they are ideal for 18 - 80 year olds!"

 Indeed several examples stand out from the range and demonstrate the quality of the selection well.  The ‘Florida' ankle boot for example, here in a punchy maroon, has a polished finish to the calf leather upper which also adds interest with lightly ruched detailing around the side-affixed and smartly finished bronze coloured buckle. 

 The ‘Vermont' style is also worthy of note; a finely crafted ballerina flat with dainty strap and angled embroidered detailing across the toe. It is clear testament to quality design that WMSC have also received great feedback regarding the comfort and suppleness afforded by the leather uppers, and of a ‘bounce effect' felt courtesy of the

Gelron 2000 system. And, with key wholesale prices ranging from £35 to £50 (with one boot design slightly higher at £70), it seems this brand has pitched itself adroitly to fit in with the market that Derek believes is waiting to be tapped.

A: We had very high expectations at the launch of the brand at Moda in February and now that the initial selling period has passed we are more that delighted with the results. Over the last few seasons trade has been difficult, to say the least, for most of our customers and the winter season has been the most trying to sell into.

We were looking for that something ‘different' to offer to our customers and Earth Spirit has been like a breath of fresh air. Both multiple and independent customers have bought into the brand heavily." 

Q: So it looks as though all is set for the brands optimistic development in the UK?

A: Well what can we say, what a start! All our initial thoughts and expectations have more than been justified. If we now do our preparation correctly this brand has a very exciting and long future in the UK. We will not sit back on our initial success we will work our socks off to make sure that the offering for summer is nothing short of spectacular; I've seen some of the [Earth Spirit] SS09 range and it is something else - it's really, really good!"

And it is exactly this work ethic; this refusal to rest on their laurels, that WMSC believes will be the driving force that will take them through rough periods.  In fact, they have a long standing tradition of perseverance through the leaner times over their 35 year history. From humble origins in 1973 touting for business at the local market stalls and church halls, the two founding brothers then bought their first shop in Cheadle. Hard work, flexibility and innovation meant that the retail market was successfully outgrown and a fruitful wholesale operation set up in its place which now supplies well over 1000 outlets in the UK and Ireland.

OK, things are tough for all of us but it is no good sitting on your backside waiting for things to get better, sometimes you have to make things get better! You have to look to change, and we all have the ability to change; we are all only limited by our own imaginations. In our case we have had to look to find new factories to supply a more exciting commercial product and we have had to change our product offering."

Q: And what of the future for WMSC and Earth Spirit?

A: West Midland Shoe Company welcomed the second generation of the family into the business last September. They have joined in trying and difficult times, but they have also joined in exciting times. The Company now possesses three strong brands and with a lot of hard work these brands will continue to grow and prosper."

 So, it's reassuring to learn that when others during this tricky period are content simply to batten down the hatches and wait for an improvement in the conditions, one company at least is taking positive steps. They have an exciting, new and vibrant range, an upbeat modus operandi and appear committed to singing to a different tune altogether. On that is getting tough. And getting going...

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