Lusting after kicks from Cool Britannia

There’s a new shoe player in town and — good news for us footwear fanatics — it boasts designer quality and style at affordable prices.

Dune London is the brand and although you may not have heard of it (yet), it’s one of the United Kingdom’s leading fashion footwear retailers. They’ve been around for 20 years, have over 300 locations, and are rapidly expanding to the rest of the world.

In partnership with Stores Specialists, Inc., they recently opened their first store in Asia in the Philippines — on the ground level of Greenbelt 5.  I immediately got that fashion-forward, Cool Britannia vibe from the store, which boasts an inverted catwalk on the ceiling! Dune insiders call it the “reverse catwalk”  — down which Dune’s most fashionable shoe styles march.  Whatever you choose to call it, it’s a triumph of store design and creates instant shoe lust. I kept pointing at pumps (the Brits call them “court shoes,” by the way) on the ceiling and asking the sales ladies to try them on.

The store isn’t all girly-girl, however.  With high-tech digital screens, the environment is a bit more unisex to reflect Dune’s success in men’s shoes, which now accounts for 25 percent of their UK business and 15 percent globally.

Dune boasts a mix of on-trend and classic styles: consequently you can find trendy platforms alongside office-ready pumps; leather wingtips as well as stylish sneakers. There’s also a range of daytime bags for women.

Even the Dune launch featured a cleverness and wit not often seen in footwear brands. Instead of having the usual fashion show Dune presented a dance number in which only the dancers’ legs were visible, kicking up their heels in Dune’s diverse range of shoes, naturally.

We asked Daniel Rubin, founder and chairman of parent company The Dune Group, some questions on what Dune London is all about.

THE PHILIPPINE STAR: What are the hottest AW13 footwear trends right now?

DANIEL RUBIN: Metal trims are a strong fashion trend and can be seen on all kinds of footwear, from details on sandals to boots with buckles. For ladies, generally heels heights are coming down with mid- and kitten heels selling well. The days of the mega-platform seem to be over, which is good news for those wanting to have fashion with comfort.

Men are becoming a lot more fashionable, buying into color as never before.

What essential five pairs of shoes should every woman have in her wardrobe?

Ballerina, jeweled toe-post sandal, mid-height pointed pump, wedge sandal and low-heeled ankle boot.

Is there anything uniquely English about Dune London?

Dune London was founded 21 years ago in London. It has stores all over the UK, although in the past few years it has become an international brand. London is a dynamic, energetic, cosmopolitan city with a strong fashion heritage. Its fashion is fun, exciting and innovative, which very much reflects the Dune London brand.

Who designs Dune London’s footwear?

We have a team of 10 designers traveling the world for inspiration to build the Dune London range. Our customers also have a big input into what we design and buy, as they are telling us daily what they like (and dislike) about our ranges. Listening to them is essential.

Where are your shoes made?

About half our range is made in a small group of factories in China that we have worked with for many years. The balance is made in some great factories in Europe and Brazil.

Describe Dune London’s target market.

Fashion is important to the Dune London customer. They want to look good and wear footwear that is both fashionable and comfortable. Quality is essential but at affordable prices. That’s why we call our brand “affordable luxury.”

Did Dune London get its start as a concessionaire in Topshop and Selfridges?

We started with our own shops so we could build a clear brand identity, which is more difficult to do in a department/fashion store environment. We went into Selfridges and Topshop in 2009. They have both worked incredibly well achieving some of the highest footwear densities in these stores.

What was crucial in Dune London’s deciding to partner with Stores Specialists, Inc. and opening its first store in Asia in the Philippines?

Stores Specialists is the premier fashion retailer in the Philippines, so they were the natural choice for Dune. They also have unrivaled experience at working with top brands, which was an important factor in deciding to choose them as Dune London’s partner.

Do you have any message for your Philippine customers?

We are very excited to be in the Philippines. We hope you love our brand and our product. We will work tirelessly to bring you exceptional ranges of footwear and accessories, which will be available in our stunning new stores where we will offer great customer service.

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In the Philippines, Dune is exclusively distributed by Stores Specialists, Inc. (SSI) and is located at Greenbelt 5.  Another store will soon open in the East Wing of Shangri-La Plaza Mall.

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