Men’s Brand O’Keeffe to Debut for Spring

A new men’s footwear brand aims to fuse Irish heritage with Italian craftsmanship.

O’Keeffe, launching for spring ’11, is the brainchild of London-based Maud O’Keeffe, who has worked in sales for 20 years with such upscale brands as Patrick Cox Wannabes, Jimmy Choo, Jonathan Kelsey, Helmut Lang and Alexander McQueen. O’Keeffe has partnered with Le Marche, Italy-based luxury men’s factory Novarese Srl to manufacture the shoes.

“I think there’s a move back to handcrafted quality and authenticity and shoes that men will want to wear forever,” said O’Keeffe, who will head up sales and branding.

The 15-style collection focuses on the brogue, but also includes a monk strap, loafer, brogue boot, desert boot and oxfords (nine styles are Goodyear welted) in such materials as suede and calf. The color palette spans from traditional shades such as chestnut, cognac and black to shades of midnight, ice, zinc and shadow gray.

Retail prices range from $366 for non-Goodyear constructions up to $564 for shell-cordovan styles. O’Keeffe said the brand will be targeted to high-end shops such as Jeffrey, Neiman Marcus and Liberty of London.

The collection will hit stores in December and early January, and will be shown by appointment in London in June, and New York in July.

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