Australian children’s footwear brand Old Soles has its sights set on the UK. Vicki Lever, the brand’s founder and designer, discusses plans for the business.

 

Laura Turner: Old Soles recently took on a UK agent?

Vicki Lever: Yes, Mark Collins has joined us as European sales manager. Having worked in the UK footwear market for more than two decades, we are thrilled to have Mark’s seasoned perspective growing Old Soles’ presence across Europe.

LT: What’s the brand’s current distribution?

VL: Over the past 11 years Old Soles has seen incredible global growth. As just a few examples, the brand sells to the US, South Korea, Japan, Israel, the United Arab Emirates, China, Indonesia, Poland and of course, Australia.

LT: What are the plans for Old Soles’ UK distribution?

VL: Old Soles is a great fit for retailers looking for a bold, simple, fashion-led, iconic brand within a contemporary palette. One that will stand out in a very frilly and pastel kiddy world. As a brand we value each and every partnership and do everything we can to lead them to success with our product. We want more retailers across the UK to share our passion for the intricate craft of shoemaking fused with the newness of street culture. The result is uber-cool with a value parents can’t resist.

 

 

LT: How many UK accounts does the brand currently have?

VL: Although our UK orders are just ramping up, I’m proud to say we already have some of the top children’s retailers stocking for a/w 19. To name a few these include Bentalls, Biff, Childrensalon, Fenwicks, Kidly, Ollipops, Paul Byron and Step2wo. We also have a very aggressive strategy for the s/s 20 collection. We are partnering with lots more independent footwear specialists, children’s clothing boutiques, chains, department stores and online retailers.

LT: Can you tell me more about the collection?

VL: I’ve always been obsessed with fashion—what’s in, what’s hot, what people are wearing and what they’ve left behind. Studying the catwalks, celeb style and collaborations of late, it’s obvious that kids – and their parents – don’t just want cute anymore; they want couture.

That’s what inspired the launch of Old Soles. An elevated brand that is first to market with the coolest styles in children’s footwear. The details, colours, materials and textures used in each collection are always in line with trends happening in adult fashion, all without ever sacrificing the high standards of quality needed for developing feet.

The style of our range changes seasonally, but the designs are always centred on high fashion. Whether it’s first-walkers, cool kicks for school or striking, special occasion designs, Old Soles delivers style and comfort. Because let’s be honest, when you’re five years old you don’t care what shoes you’re wearing as long as they allow you to play, climb, jump and pretend to be a unicorn or a dinosaur.

Each season Old Soles gives mums and dads the opportunity to put their little ones in fashionable designs they’re personally excited about. That means chic styles for every occasion, which often can be dressed up or down.

 

 

LT: What are some of the bestselling styles?

VL: We are well known for our soft, flexible pre-walkers. As our babies grew bigger so did we, moving into our Pave collection. Even with a big toe bumper, we still manage to make these styles look cool. And of course our sneaker range always has wow factor, with our high-tops taking centre stage.

LT: Are there any key features or technologies the shoes offer?

VL: We hone in on the specific features needed for each age sector to promote the healthy development of growing feet. For instance, baby and toddler shoes are styled around the barefoot concept. This means lots of wiggle room and super soft soles to avoid damaging babies’ delicate cartilage.

Not to mention, our signature leather not only keeps our shoes fashionable, but it’s also butter-soft and safety-tested for infants through to kids. Old Soles also designs with lots of easy-to-wear, do-it-yourself elements. This includes elastic laces, zippers as well as Velcro, making fashion fun and user-friendly for all.

 

 

LT: What sets the brand apart from its competitors?

VL: Old Soles maintains its integrity and introduces exciting newness with each collection. Being the designer and working trade shows I hear lots of valuable feedback from customers that I apply to future collections. That’s how we ensure our designs fulfil our customers’ cravings season after season.

LT: What can we expect from the s/s 20 collection?

VL: Sneakers, sneakers, sneakers! The fashion industry is infatuated with sneakers, the essential catwalk item of late. As a result we’ve capitalised on the craze by throwing neon and sporty leathers in the mix to give our sneakers a real urban slant. We’ve also fused glam and metallic leathers with our exclusive stingray print leather – something you won’t want to miss.

LT: What are your plans for the brand?

VL: Now that Mark has joined the team we are most excited to have someone on the ground in Europe. We see a lot of potential to grow our business there. Beyond that, Old Soles will continue to stay ahead of the game in fashion—always keeping inspired and anticipating what’s next.