The Paris-based men’s footwear brand recently unveiled its spring ’11 marketing campaign, which highlights the 190 steps it takes to make one pair of shoes.
JohnLobb.com/190-Steps shows the craftsmanship that goes into each shoe. From No. 2 (preparation) to No. 182 (hand glazing), the 190 steps illustrate John Lobb’s balance between traditional and modern shoemaking, said Renaud Paul-Dauphin, CEO and general director of the brand.
“I like the contrast of modernity and the very iconic way of doing Goodyear-welted shoes,” he said. “It’s about a complex process that takes time — time to make it and be sure you can wear it for a lifetime. Our mission is to keep those [steps] alive.”
The brand has also introduced two new limited styles.
The Madison style — at $1,465 — celebrates the brand’s 10th anniversary at its Madison Avenue store in New York. The dress tassel shoe features a perforated medallion, and is available in brown and black leather and suede.
Store manager Kelli Duggan adapted the style from the popular Edward model.
“I’m a fan of the medallion,” said Duggan. “And [I added the] tassel because I wanted it to be more sophisticated.”
As part of the company’s tradition, the St. Crispin shoe — named for the patron saint of boot makers — was also recently unveiled. A double-strap monk, the shoe retails for $1,510.