Footwear portfolio by Joost van verseveld

s/s collection for Red Wing Shoes co. Europe Background Red Wing internship/graduation project 2012/2013 Red Wing Shoes is a shoe company that has been around since 1905. The company has been making work boots for over 100 years and are still one of the top brands in the industrial footwear industry in The USA. Over the years they expanded their business in hunting, hiking and lifestyle. In 2000 the heritage collection was introduced in the European lifestyle market under the name of Red Wing Shoes. The collection consists of work boot inspired styles that resemble iconic styles from the past. Unfortunately these styles are mainly perceived as shoes for the winter. Therfore the goal of this project was to improve the product offer during the spring/summer season. The Process Before designing a new range for the s/s collection, I needed to get a good grasp of the Red Wing DNA. Also I needed to create an understanding of how the core consumer and potential new consumers felt about the brand. This answered questions on the need of the consumer and what type of shoes would actually sell through. Combining the needs of the consumer and the Red Wing DNA led to several designs. Picture 1 shows several aspects that were taken into consideration while designing.

Who? After many interviews with sales agents and (potential) Red Wing consumers, a target group was chosen. The group with the most potential was described as the Next Phaser (picture 2 and 3). The designs were made with this younger target group in mind. They are growing into a more adult lifestyle with a new job and new priorities. They will be making more conscious choices and are looking for their own place in the world. The goal of the spring/summer shoe will be to convey a more easy going look as this group is hesitant to buy the rugged work boots. This shoe will introduce them to the brand, which gives the opportunity to nurture them to become a core consumer. Who? What? In order to fit the demands of a spring/summer shoe, the design will need to be more lightweight, flexible and comfortable. The design will need to stay close to the Red Wing DNA in order not to confuse the consumer. Red Wing Shoes promises high quality products so that should be kept in high regards. This promise can be shown in the product through design cues like the triple stitching, the use of their famous high quality leathers and a construction that offers the possibility to have the shoe resoled. The resoling is an important aspect in the customer service that gives the consumer trust in the product and a story to tell their friends. What?

A few more designs... Unfortunately I am prohibited to shine light onto the final design of the shoe. Red Wing is currently developing the shoe. These are some of the designs that were created during the project.

FEnder for incub8 MESH01 Design competition 2013 - TECHNO/METRO INSPIRED CYCLING SHOE A clean and functional design for the everyday bicycle commuter. By combining the aesthetics of a German Army Trainer and a Runner, the shoe speaks to current trends in the footwear industry. The use of A-grade materials make that the shoe can withstand all types of weather conditions. Simple design cues like the flexible toe box and the traction panels on the outsole, give the shoe the aesthetic appeal and functionality that a bicycle commuter expects and deserves. Concept name: FENDER Fender - Tech edition fender - Premium edition

FEnder for incub8

The postman s sneaker The postman s sneaker is a contemporary design based on the postman style from the 1950 s. Red Wing designed this style for the policemen and postmen that had to walk 8 hours a day. The men were in need of comfortable and sturdy footwear that would fit under a uniform. The classic upper of the shoe still lives in this time but is not for everyone. Uniforms are changing! The new design follows the trend of sneakers that are given a more classic look and the other way around. The Postman s sneaker is designed for the guy that wants to look sharp and fashionable on the streets while still acceptable in the office.

The postman s sneaker Taslan Laces Postman upper Technical midsole for comfort and a modern look A wink to the leather stacked heel

Extravaganza These shoes are inspired by the Sapeurs. I wanted to create a yet elegant but outgoing design. Not for everyone but for anyone who dares to be extravagant in elegance. The Sapeurs are the members of a congolese subculture where clothes are the center of pretty much everything. These black dandies are ready to spend all of their money on clothing, trying to be more elegant every day. The shape of the design is based on a classic saddle shoe. With the use of some less conventional materials like quilted canvas or carpet fabrics the shoe gets an outgoing look yet elegant through the overall design.

Extravaganza

a lifestyle runner for winter 14 Sneakerboots are taking over the winter footwear game. A very popular style is the trail runner. A rugged mid-top sneaker with a tough outsole for extra grip. Some popular brands have already taken this style to turn it into a city sneaker with a high-end look. This shoe was designed with this trend in mind. Inspiration THE DESIGN The design is meant as a luxury sneaker boot. The sneaker is designed with a thick mid-sole for extra comfort during long walks through the city. A clean upper with premium materials give that fashionable look for the high-end sneaker consumer. An important detail is the way the upper is stitched together. If we want to keep the sides of the shoe clean, a stitch is neccessary through the middle. A handsewn stitch adds that extra value and links the sneakerboot to the old hand made hunterboots. A felt lining keeps the feet of the consumer warm during the cold winter months.

a lifestyle runner for winter 14 Handsewn stitches Handsewn stitches

t-shirt design These are some of my first designs for my fictional brand MOC. The target group is the older more conscious hipster kid. The materials used are just as if not more important as the graphic design. Leathers, wool, organic cottons, satin.. everything is possible. It s about simple good quality clothing combined with current trends. Subtleness vs madness. back seam