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This US Shoe Brand is Connecting Cobbler to Consumer in a New Experience for Footwear

Adelante Shoe Co. aims to make footwear shopping more transparent by connecting craftsmen and consumers from point of sale to shoe delivery.

The Boston-based made-to-order footwear company launched a new website, which connects consumers with the Guatemala-based shoemakers who make their shoes. Through Adelante’s new website, consumers can communicate with the craftsmen throughout the manufacturing process via photo and video.

When an order is placed, Adelante sends a “Meet Your Craftsman” email to the consumer, introducing them to their designated craftsman. The consumer then receives an email with a video link of the shoemaker making their shoes. Each shoe is signed by the craftsman and is accompanied by an “Our Story” booklet that includes the shoemaker’s biography.

The men’s and women’s shoes, which retail from $205 to $285, are made-to-order according to fit, color and style, and delivered within 10 days of purchase. The company says its shoes are “on par with the highest quality brands in the market at half the price.” The collection includes women’s leather riding boots, loafers and ankle boots and men’s wingtips, loafers and chukka boots.

In 2016, Adelante raised more than $65,000 through a Kickstarter campaign and the company started selling shoes last May. Adelante founder and CEO Peter Sacco established the company following his experiences in Latin America, with an overarching goal to change the way people shop by fostering human connections and supporting local craftsman.

Adelante’s transparent manufacturing process reinforces its social impact model, the Living Well Line. The initiative was established to support economic development at the individual, family and community levels by paying workers wages that support their families. The company reports that it pays its craftsmen 75 percent above the market rate.

“At Adelante Shoe Co. our mission is to redefine the craft shoe experience by connecting our customers directly with the craftsman whose life they are impacting,” said Peter Sacco, Adelante CEO and founder. “I am excited that our new website further advances that mission and positions us to take the cobbler-to-customer experience to the next level.”