Portugal's Freakloset targets London stores after Sibling collaboration
The premium brand has an interesting original value proposition, with classic styles that customers can personalise online via the brand’s e-commerce website that uses advanced 3D technology. The brand aims to reinvent classic footwear and make it fully customisable with a choice colours and materials from leather to neoprene.
The offer comprises five different styles (a Derby shoe, monk strap shoe and loafer, plus a lace-up ankle boot and Chelsea boot), with prices from €270 to €300. The shoes are all made in Portugal.
To introduce itself to London's fashion market, it worked in partnership with men’s and women’s label Sibling, which used Freakloset's bespoke customisation system to create ankle boots in the latest seasonal colours.
Sibling director Cozette McCreery said of the project: “Their brand values are the same as ours, especially twisting classics and a playful use of colour. Plus, it’s great fun designing your own footwear. You can make something totally individual to you (in our case navy and red uppers and backs with white or red soles working with our AW17 colour palette) or order matching shoes as Sid [Bryan] and I did.”
Freakloset was founded only last year by 26-year-old Portuguese designer Joana Lemos, who focused on international expansion almost from day one, with London being the latest target market.
"We were lucky enough to be born in a country with a historic footwear tradition,” Lemos said. “We believe that this heritage should be capitalised on by the new generation of fashion designers who can contribute with design and innovation to the Portuguese shoemaking quality. Brands like Josefinas and Fly London are huge examples of this strategy.”
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