Shoe stylish, shoe good for your sole

MANILA, Philippines - So, you’ve searched your whole life for that one true solemate you can trust every step of the way. Well, your search is over. Stepping into the Philippine fashion scene is Praiaz, an exciting new lifestyle brand brought in by Terry S.A. (TSA), which marries the elegance and old-world charm of Paris with the vibrance and coolness of Rio de Janeiro. I can only think of the chic display windows of Paris’ upscale fashion stores along the iconic Champs-Elysees on the one hand and all the fun and revelry at the Carnival in Rio on the other hand. Surely, the most sole-uplifting style and the best in comfort come together in a most coveted pair of Praiaz.

“Apparently, there’s been a lot of movement of a lot of Parisians to Brazil, Rio de Janeiro to be specific, for a change of lifestyle — from the concrete and all the gray of Paris to Rio with all the sunshine and beaches,” says Anne Gonzalez, herself looking so cool she’s ready to plunge into summer with her pretty pair of white Bonita by Praiaz.

Over gambas, gazpacho, paella, and an array of Brazilian delights, Anne shares some juicy tidbits: “If you’re Brazilian and you live in Rio, you’re called a Carioca. On the other hand, a person who wears Praiaz is a Parioca or someone who’s sophisticated and lives the urban lifestyle. If you’re a Parioca, you’re chic, sophisticated, but you also know how to let loose and enjoy.”

The message that Praiaz is trying to convey, notes Anne, resonates very well with the Filipino market. “We’re an island country and there’s sun all year round. And the great thing is, the idea of the beach — when we think of summer and the tropics — brings a very positive memory for all of us growing up. We think of vacation, a time for bonding with family and friends.”

Anne elaborates, “For us, we see it as a complement to our Havaianas’ arsenal because we do find customers who find Havaianas super comfortable, but when they travel, they need a closed shoe — but they want the ease of wearing something comfortable, the material is PVA; if it gets wet, you can dry it easily. Some people prefer something closed but still comfortable, which is what Praiaz is.”

“Live the beach” is the cool message that Praiaz brings. Praiaz is positioned as casual footwear you can wear on the beach and beyond. It’s about keeping cool, taking it easy, and having fun even as you go about the humdrum of day-to-day living.

Anne stresses, “You can live the beach life, but the mind set is you can still be casual in the city.”

Shoe comfortable is Praiaz it can keep you on the run — from morning till evening, from one event to another. After all, it’s made of the same material as that of the soles of running shoes, providing cushioned comfort. It’s light as a cloud, it weighs just 38 grams. And for those who are OC about keeping their shoes clean, it’s dirt-proof as it’s easy to rinse off or clean. It’s waterproof and buoyant, too. More, it’s breathable and beach-scented (think coconut and vanilla-infused shoes).

On top of all that, Praiaz comes in many different styles to fit different personalities, making it the to-go shoe for people’s day-to-day needs. A perfect travel companion, Praiaz can take you everywhere you want to go this summer and all year round. There’s Bonita for her, Bonito for him, and Sarado for men. They come in different pretty eye candy colors and there are some colors that are exclusive to the Philippine market.

Lapo Eduard Elkann, Best Dressed Hall of Famer and son of Countess Margherita and Italian writer Alain Elkann, designed sunglasses which match with certain colors of Praiaz.

So, what else is afoot at Praiaz?

“We’re now also developing our own line of basic apparel, which you can wear to the beach, to the city,” Anne reveals.

Where can we find Praiaz?

“As of 2013, Praiaz is in 20 plus countries and territories,” says the tall, dark, and dashing Vincent Lelard, principal owner of Praiaz.

At the helm of Praiaz  are Vincent Lelard, the French connection, and Chantal Barrat, who provides the Brazilian element in this colorful venture.  Vincent met Chantal through her husband who was his friend back in boarding school in Paris.

Praiaz was launched in Paris in 2012. It’s now in Mont Marche and the more selective boutique called Merci. It also has a stand-alone store in Saint-Tropez.

“We have a factory in Indonesia, equipped with our complicated machines,” Vincent tells us. “Very few factories in the world can do the kind of technology that goes into every pair of Praiaz.”

Vincent asserts, “Praiaz fills the need for a practical lifestyle shoe. It’s a shoe that will take you from the sea and the sand to the rocks to the city with no need for a change. The reason we designed it is really for freedom.”

Vincent himself looks free and carefree in his Sarado pair. “Sarado means closed, but in Portuguese, it really means a man who’s well-built, who’s muscular.”

The fit and fab Vincent is absolutely a Sarado who loves to live the beach life. “What I love about the Philippines is that Filipinos remind me of Brazil. First of all, you’re all very joyful, you’re all very kind. All I see here are smiles and I love it.”

Vincent has this cool advice to Filipinos: “Go to the beach. And when you go to the beach, get your feet wet, get fresh air, live the beach.”

Praise Praiaz!

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Take home a cool pair of Bonita, Bonito, and Sarado for P1,995/per at the following stores/outlets nationwide: Aloha Boardsports, Rockwell, ATC, SM Megamall, SM MOA, and TriNoma; Oceanfront, Festival Mall; Common Thread, Greenbelt 5; Rustan’s Department Store, Edsa Shangri-La and ATC; The Flatshop, Eastwood, Shangri-La Boracay; and online at www.pormada.com and www.ava.ph.