FEIT first: New approach good for the sole

Sydney – A footwear company aims to make the highest-quality sneakers in the world by using traditional methods to make its shoes by hand.

‘It’s not a revolution, but it is a new way of doing things,’ is the FEIT slogan. By scheduling production during low periods of demand it speeds up the process and eases the pressure to expand, the company explains.

FEIT releases limited-edition runs of shoes based on the amount of high-quality materials they have available. If there is only enough Kudu leather to make 25 pairs the company will only make that many shoes. At the moment six pairs of ‘Superclean’ shoes are on sale.

Customers can also choose ‘FEIT made to measure’, which includes a consultation with a master craftsman who will then create customised shoes. This is a great example of how the story of the process can add value to a brand. For more read our Luxury market report.