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After more than 50 years in the business, John Fluevog launches sneakers.
On Monday, the designer launched the DDFT Velocity Prism. The new sneaker style is offered in a variety of colors, including black, purple, gray and neon yellow, as well as multicolor.
“I sell feelings and emotions more than shoe categories,” Fluevog told FN about why he waited to design sneakers. “The biggest driver was price. It’s important to me to offer more accessibility. I don’t really like to think it’s a sneaker category, but I like to think it’s a price category.”
The shoe, which comes in both men’s and women’s sizes and features a multi-traction, abrasion-resistant rubber sole and a soft, ultra-breathable wool-blend upper, retails for $200. John Fluevog’s heels typically cost between $300 and $500, and boots can cost up to $1,000.
“It’s a departure for us,” added Fluevog, who started in the shoe business in 1970. The designer has become known over the years for his eccentric platform shoes and theatrical designs. “This is a really big change. I’ve never made this kind of shoe before and now it’s something you can wear every day.”
Still, Fluevog made sure to keep its recognizable DNA in the design by using geometric patterns inspired by a vintage Fluevog shoe, as well as incorporating the brand’s signature DDFT acronym: “Don’t Delay Fluevog Today” directly into the sole design.
“At the end of the day, I’ve always managed to put my own DNA or my own personal feelings into the product. So I wasn’t so much chasing all the fashion trends because with the size of the company, that was just impossible for me. I was more doing my own thing,” he said of his company’s longevity. “(My shoes) are not copies of anyone. I’m not trying to be anyone else and I really believe that people buy my product because it makes them feel a certain way.”
John Fluevog’s Velocity Prism sneakers are now available online.
