Hello, Bally

They say that, with modern medical advances, people eventually will be able to live to 160 years. It’s hard enough for humans to imagine such a long life — harder still to imagine a men’s fashion brand staying meaningful and vital for that long.

But luxury shoe brand Bally has just reached the 160-year milestone, and rather than resting on its laurels, it’s planning a remake of sorts, plus a series of celebrations that will encompass the brand’s long heritage, its place in men’s fashion, and its future direction.

Started in 1851 by Carl Fritz Bally and his brother Fritz in a basement in Switzerland, Bally & Co. made a splash with high-quality leather goods, focusing on men’s and women’s shoes.

 A classic poster is part of the brand’s archives.

By 1860 it was a bona-fide worldwide brand, with operations in Buenos Aires, Argentina; Montevideo, Uruguay; and Paris, France. His sons took over the company in 1899 when founder Bally died, and it enjoyed huge success in North America after the Second World War, when it seems every Mad Man hotshot wore Bally shoes. By 1976, Bally added clothes, handbags and accessories to its leather line, but the brand struggled a bit against cheaper-made goods flooding the market from developing countries. Still, nothing could compete with Bally’s peerless craftsmanship, quality and trademark brogueing details, and now the brand is marking its remarkable longevity with a series of celebration events.  

We shot some questions to Bally CEO Berndt Hauptkorn about what makes Bally what he calls “the world’s most enduring luxury brand.”

PHILIPPINE STAR: How has Bally managed to remain such a popular brand here in the Philippines?

BERNDT HAUPTKORN: We have a reputation for being a market leader in quality leather goods. We also have a reputation for being modern craftsmen upholding timeless Swiss traditions of attention to detail and fine workmanship.

Can you tell us how Bally developed from making crafted leather goods in 1851 to the lifestyle brand that it is today?

 Bally is the only recognized Swiss fashion house, which is quite an achievement, and for 160 years our focus has been to produce luxury leather goods. We have grown our categories to now include shoes, accessories and ready-to-wear for both men and women but the basic commitment to high-quality leathers, contemporary design and fine craftsmanship has never changed.

How has the market changed and how has it remained the same?

 Shoegazers: Bally creative directors Graeme Fidler and Michael Herz: “The archives are our inspiration to design collections that are iconic and desirable, a contemporary heritage for now and the future”

 People’s basic hopes and desires have not changed; however, many items that were considered “luxury” 30 years ago are now considered “standard.” Our entire society has moved up the ladder a little and the luxury market has shifted accordingly, becoming more accessible. The demographic has changed too, so you now also see a lot of affluent, highly educated younger buyers.

 How did you step into the CEO role at Bally? What were some of the challenges?

 Bally was a sleeping princess. It was most important to re-establish the full commitments of the team, their pride in Bally and now to see the positive result. We can be very happy about the last couple of years and the most has yet to come.

 Bally is called a “modern heritage” brand. Isn’t that kind of a contradiction in terms?

 “Bally Switzerland 1851” says simple, modern elegance; fine craftsmanship; and beautiful leathers. We are actively targeting younger consumers in addition to maintaining our loyal customers. Our recent collections follow Bally traditions but are in-line with the expectations of younger consumers.

 How has the brand reinvented itself for the 21st century?

 Through innovative partnerships and collaborations with the Central Saint Martins College of Art and Design, London and Art Basel, Switzerland we have created capsule collections within our main collections to connect with younger customers, making the Bally brand visible in fresh, modern ways.

 What is it about classic leather goods that will never go out of style?

 Leather has a natural richness and longevity that can’t be manufactured. Customers often see their purchases as an investment to be enjoyed for many years. Therefore, quality will never go out of style.

 What have been some of the biggest sellers and favorites among the Asian market and Filipinos in particular?

 Our Trainspotting collections for men and women featuring the iconic red and white stripe remain very popular the world over. Busy-B has always been very well received in the Asian markets as have our modern sneaker and driver collections for men.

 Beyond shoes: Bally’s RTW men’s collection for fall/winter ’11 is urban and elegant.

 What are some of the events Bally plans to celebrate its 160th anniversary?

 We’ve refurbished many of our stores worldwide with special emphasis on those in Switzerland including St Moritz, Lausanne, Davos, Lugano, Luzern and Geneva. We also created a special edition Eames shell chair in partnership with award-winning interior furnishing manufacturer Herman Miller. The highlight is the special anniversary collections that were inspired by our archive and incorporate Bally’s iconic brogue detailing. Our creative team (designers Michael Herz and Graeme Fidler) has focused on building a distinct collection that is true to Bally’s Swiss heritage of luxurious and timelessly elegant leather goods.