Not so with men. "Comfort is necessary to make a good shoe," says the venerable Michel Clouet, export manager for Sledgers, a brand of men’s footwear that originated in France. "A good shoe is stylish, yes," Clouet says, "but it is also comfortable."
Clouet, a Frenchman who’s dabbled in shoe design since the ’60s, understands the nuances of retail and design. Born in Paris in the early ’40s, Clouet discovered the broad appeal of French-style footwear when he entered the export market during the early ’60s as a commercial manager in the east of France. He headed to Germany where he found, to his surprise, that people were taken by the merchandise he was retailing. "At the time," he says, "the French shoe was totally unknown."
Soon after, at a fair in Paris, Xavier Noel, owner of footwear brand Sledgers, contacted Clouet. "The discussion lasted for seven or eight minutes," he says. The topic of discussion? Noel offered Clouet a post. Thirty-eight years later, their partnership is still thriving.
From Germany, where Clouet concentrated most of his efforts, he was able to start up his own collection under the company. For 15 years, he released collections more in touch with Teutonic styles. "At the time, trends were not yet international in scope. Each country had its own peculiarities." Clouet revolutionized the footwear scene with a concept that ensured their success for years: platform shoes for men.
Soon, under his "export" guidance, the company was branching out into countries in Africa, and later Singapore, Malaysia, Indonesia, Thailand, and Hong Kong. "Then we expanded to the Philippines in the early ’80s with Rustan’s, where we were the single European supplier."
At the time, when Clouet made the trek to Manila, the cityscape had far from evolved. Few free-standing structures dedicated to retail were on the rise, but otherwise, most left their shopping to the scant number of department stores available to consumers. "When I arrived, I just asked the cab driver to take me to the best department store. It didn’t take him long to drop me off," Clouet says with a laugh. "There weren’t very many around."
Fast forward to 2006 and now Sledgers has opened its own boutique at the monolithic shopping center, SM Mall of Asia. Dubbed the largest mall in Southeast Asia, Clouet can’t help but marvel at how much progress – shopping-wise, at least – Manila has gone through. "It’s amazing," he says strolling through the wide bright corridors. "About a decade back, it was mostly these modest retailers. Now Manila has this."
"It’s important we still produce shoes made by French people," he says. "It’s necessary to the brand that French craftsmanship still take center stage." Though French-made footwear retails at a slightly higher price, Clouet is quick to note that there is no difference in quality between those made in France and those that aren’t.
"With Sledgers, you can always count on consistency in quality," he stresses. The company is known for merging technological innovation with the latest trends in fashion. A polyurethane sole makes the shoe about 45 percent lighter than its counterpart from other brands. "Our younger market wants shoes as comfortable as sneakers."
The research and development team has made advancements in comfort. Each shoe is taken through numerous phases of testing to ensure suppleness and lightness, while high-tech materials allow the foot to breathe and provide protection and shock absorption. Lined in Gortex, the shoes are breathable and unbelievably comfortable. "Your feet will always feel good in our shoes," he states confidently.
And since this is a French label, style comes in spades. Two collections are released every year, summer and winter, with the label always looking to new trends. The line has a range of footwear from dress shoes fit for corporate wear to contemporary footwear that’s sharp and chic for everyday wear. "Innovation is key," states Clouet, "whether it’s fashion or technology."
The biggest trend he noticed in the Asian market so far?
"Asians don’t like shoelaces," he says with an amused look. "It seems you’re not fond of tying your shoes."
Sledgers is located at the second level of the North Wing of SM Mall of Asia (tel. no. 915-1941).