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After more than 50 years in business, John Fluevog is launching sneakers.
On Monday, the designer, launched the DDFT Velocity Prism. The new sneaker style is offered in a range of colors, including black, purple, gray and neon yellow, as well as in multi-color.
“I sell a feeling and emotion more than I sell categories of shoes,” Fluevog told FN on why he’s waited to design sneakers. “The biggest driver was price point. It’s important for me to have more accessibility. I don’t really like to think that they’re a sneaker category, but I like to think that they’re a price point category.
The style — which is available in both men’s and women’s sizes and was designed with a high-abrasion, multi-traction rubber soles and a soft, ultra-breathable wool blend knit upper — retails for $200. John Fluevog’s core heels typically range from $300 to $500, with boots selling up to $1,000.
“It’s a departure for us,” added Fluevog, who first started working in footwear in 1970. The designer has become known for his eccentric platform heels and theatrical designs through years. “It’s a really big shift. I’ve never done these kinds of shoes and now it’s something you can wear every day.”
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Still, Fluevog made sure to keep his recognizable DNA in the design with the use of geometric patterns inspired by a vintage Fluevog shoe. He also fused 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 didn’t so much chase all the fashion [trends] because at the size the company it was just impossible for me to do that. I kind of more did my own thing,” he said about his company’s longevity. “[My shoes] are not not copies of anybody. I’m not trying to be somebody else, and I really believe that people buy my product because of how it makes them feel.”
John Fluevog’s Velocity Prism sneakers are available online now.
