responded to this market reality was to really concentrate
on creating a strong product and identity, so you can
really recognize the LE FLOW brand. That’s the way to
react instead of trying to follow trends: to really express
one's identity to affirm it and to move forward always.
Today's world offers speed, technology and ease of
access but there is still demand, even an obsession, for
what is handcrafted. Why do you think this is so?
I think that even with all this technology,
handcrafting will always be the origin. It feels safe, pure
and noble. That's why I think people are still attracted
to it. And it’s very important to us. Even though we use
technology for soles, we still work with handcrafted
materials. There are people behind these products. We
want our clientele to react to our products as the fruits
of the hard work of talented, hard-working people. It is
not just about product itself.
Have you considered bespoke painted sneaker
collaborations as well?
Yes, we're open to collaborations. I would like to do
it now because I feel like the brand has found its DNA
and is really well-defined, so it can go and be ready for
collaboration with other artists, sportsmen or brands. We
definitely want to do this.
On one hand, collabs are also difficult because, since
we have a strong identity, it’s sometimes hard to find
a common ground on product, visuals and concept.
We don't want to have collaborations just because
everybody else is doing it. I want to do it because it is
part of the brand’s DNA.
Beyond designer sneakers, LE FLOW
has also ventured into formal footwear
Below: Founder Lionel Le Floch
Aside from painted sneakers, what other product
innovations are in the pipeline that you can share?
We are developing derbies, a more formal line.
We didn’t want to be seen as just a sneaker brand.
I wanted to bring this kind of technology, the sneaker
flow and mood, into a more formal line. You can
have the technology of the ultralight rubber and paint
injection and the more formal feel of the derby upper;
it's different. Lots are in the pipeline that I have to keep
secret, but do stay tuned!
Celebrate individuality with LE FLOW at leflow-paris.fr and on
Instagram at @leflowparis.
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