Veldskoen Shoes is a South African shoe brand and company headquartered in Cape Town.
History
editVeldskoen Shoes was founded in 2016 by friends Nick Dreyer and Ross Zondagh. After watching the opening ceremony of the 2016 Summer Olympics in Rio de Janeiro,[1] Brazil, it is believed that the pair held the viewpoint that the South African athletes had an opportunity to express their national heritage more profoundly through their attire at the opening ceremony. The two started envisioning the kind of outfits that could have more aptly embodied the essence of South Africa. While discussing options, Ross Zondagh proposed the idea of incorporating a pair of leather Veldskoen, citing their iconic status as South African shoes. However, Dreyer expressed scepticism, noting that Veldskoen was no longer considered fashionable. Their conversation delved into strategies for enhancing the shoe's appeal, infusing it with a sense of fashion-forwardness, and fostering a sense of unity among South Africans. The end product was in the form of brightly coloured soles and laces representing South Africa's flag and rainbow nation; which is Veldskoen Shoes trademark look.[2]
The company chose the name 'Veldskoen' to honor a distinct style of shoe deeply rooted in South African tradition. In English, the name translates to 'field shoe,' reflecting its practical design and outdoor heritage. Their design is based on the traditional Khoisan footwear.
Overseas markets
editVeldskoen Shoes exports products to 32 countries. This includes the US, Australia, New Zealand, Taiwan, China, the Nordic countries, Canada, the entire Europe, and parts of Africa.[3] [4]
All Veldskoen Shoes raw materials are sourced locally, from South African businesses. From the leather to the thread and the thermoplastic rubber (TPR) components. Indirectly Veldskoen Shoes supports close to 100 people across the different factories and tanneries in South Africa. In 2019 businessman Mark Cuban[5] and celebrity Ashton Kutcher acquired a 50% ownership stake in Veldskoen Shoes US business.[6] [4] In 2019 Veldskoen Shoes made waves in British media after Prince Harry, who was touring South Africa with his wife, Meghan Markle, wore the brand.[7]
In 2021 Veldskoen was named the official off-field shoe of South African athletes at the Olympic Games in Tokyo by the South African Sports Confederation and Olympic Committee (SASCOC).[8][9] In 2020 Veldskoen Shoes collaborated with DHL to launch a limited edition sneaker in London called "Dear Everyone".[10] Minnie Dlamini wore the sneaker at the Paris Fashion Week.[11]
In June 2023 Valor Hospitality Partners and Veldskoen Shoes launched a strategic initiative to provide vellies to their Hotel Staff across the United States.[12] In 2023 Veldskoen Shoes collaborated with Briana Evigan, American actress and dancer best known for her appearance in the Step Up (franchise), to create a Ranger "MoveMe" boot.[13]
Awards
edit2021 Veldskoen Shoes (Pty) Ltd was the winner in the small enterprises category at the South African AGOA Exporter of the Year Awards.[14][15]
References
edit- ^ Rangongo, Timothy. "Making an iconic South African shoe globally recognisable". News24.
- ^ Hogg, Alec (July 16, 2019). "Nick Dreyer: Making SA's iconic Veldskoen into a global champion".
- ^ "Veldskoene are hitting the US as SA brands go global". TimesLIVE.
- ^ a b "Ashton Kutcher and Mark Cuban take veldskoen to US". BusinessLIVE.
- ^ "Shark Tank's Mark Cuban invests in South African shoe brand". Bizcommunity. Retrieved 2023-08-22.
- ^ Brown, Adrian (April 5, 2019). "Veldskoen goes international". Getaway Magazine.
- ^ https://www.businesslive.co.za/bt/business-and-economy/2019-09-29-harry-takes--giant-step-in-local--vellies/
- ^ "Veldskoen Shoes Makes the Olympic Team in Amazing Full-Circle Story". April 16, 2021.
- ^ "Veldskoen come on board as Team SA sponsors for Tokyo". TeamSA. 2021-04-14. Retrieved 2023-08-22.
- ^ "DHL Express X Veldskoen Is The Fashion Collaboration You Didn't Know You Needed". ELLE. 2022-03-21. Retrieved 2023-08-21.
- ^ Editor, Guest (2022-03-09). "DHL's Next Collab Spotted At Paris Fashion Week". PAUSE Online | Men's Fashion, Street Style, Fashion News & Streetwear. Retrieved 2024-01-28.
{{cite web}}:|last=has generic name (help) - ^ "Vellie revolution: Local manufacturer strikes it big with US partner deal". 702. Retrieved 2023-08-21.
- ^ Lifestyle, Aspire (2023-02-09). "Hollywood's Briana Evigan, and local shoe company, Veldskoen join forces to create a social impact shoe". Aspire Lifestyle Magazine. Retrieved 2024-05-10.
- ^ "South African AGOA Exporter of the Year Award winners announced [incl. Video] – Agoa.info – African Growth and Opportunity Act". agoa.info. Retrieved 2023-08-22.
- ^ "U.S. Government partners with ITRISA to recognize outstanding exporters to the United States under AGOA". Global Africa Network. 2021-11-24. Retrieved 2023-08-22.