Thread hearts online shoe store Styletread, so I was rapt to hear they’ve launched their own in-house footwear collection of wardrobe staples, designed with the premise of creating solid basics styles that every woman searches for…
Thread hearts online shoe store Styletread, so I was rapt to hear they’ve launched their own in-house footwear collection of wardrobe staples, designed with the premise of creating solid basics styles that every woman searches for.
The launch comes as Styletread.com.au unveiled a new branding strategy along with a fresh logo and website. I’ve ordered a few pairs from them and was impressed firstly by the range, and the ease of ordering, and then by the speed in which my shoes came; overnight. Yes, overnight from Sydney to Auckland. That’s faster than ordering most things from across town.
This brand spanking new Styletread collection is about getting back to basics, and features essentials like the ballet flat and the peep toe heel that every woman needs.
Styletread head buyer Shane Carroll told Thread about the design process involved.
“That’s the beauty of the range; they’re really simple styles so they can be worn to suit the personality of the wearer and how they want to wear it. It’s not really dictating the look, it’s more about complementing the wearer’s look,” Shane says. Along with his team, they thought a lot about what made up the perfect ballet flat or pointed-toe heel.
“We designed the range so that you’d always find the perfect black shoe in the collection,” he says. The range is not restricted to black however, with refreshing pops of aqua, cherry red and leopard print in glossy patent and suede finishes too. Shane says the colour palette is bound to change as new trends come through. “It’s really about taking every day essentials and making them new again for the season.”
While Styletread is known for stocking fashion brands like Kathryn Wilson, Tony Bianco, Lipstik and Siren, its customer base has responded strongly to their classic designs with their hidden wedge ballet Melody (in yellow above) and mid-heel peep toe pump Nadine (in red below) becoming their top sellers within weeks. “We do the Melody in great colours, and it’s super soft and really comfortable. It looks really chic and we’ve found it appeals to every girl and woman.”
While trickles of the summer heat are only coming through now, Shane and his team working hard to determine which shapes, colours and materials make the cut for next Winter’s collection.
“For winter, we’re definitely seeing a richness. We’re looking at things like velvet in slippers and shoes. There are also really interesting prints inspired by 60s geometrics that were shown at Prada and Fendi. We think those these are going to translate really well into high heel pumps and ballet flats that lots of women could wear.”
8 October 2012
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