John Lobb Debuts New Campaign, Styles

John Lobb Debuts New Campaign, Styles
John Lobb's new 190 Steps campaign

John Lobb has plenty to celebrate — from a new campaign to a range of limited-edition styles.

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.

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