Coming off an exciting year that marked the Original’s 30th anniversary, the iconic silhouette that further evolved Teva from a summer staple to a fashion favorite, the Deckers-owned brand aims to maintain momentum in 2015, and it’s promise of freedom, expression and experience. And part of that package includes growing Teva’s year-round footwear with new men’s and women’s boots for Fall ’15.
Vamp caught up with Teva director of product and design Lorie Pointer, and discovered how the brand is keeping up with the times, as seasonal footwear becomes a thing of the past.
Last year was a big year for Teva, with a collaboration with Opening Ceremony, a partnership with New York City’s Story and a big presence at music festivals, like Coachella. How will the brand keep the thrill alive in 2015?
Pointer: [By] continuing to bridge the gap between fashion and function with classic versions, and new styles that support the iconic Teva silhouette and are built around our consumer’s lifestyle, delivering what they need when they need it. We will continue to maintain the heritage of the Original while exploring new designs that are embraced as a go-to look and transition seamlessly between environments, activities and seasons.
Why is Fall ’15 a good time for Teva to focus on boots?
Pointer: With our Fall ’15 collection, we have expanded Teva’s original invitation to ‘strap in and go’ by offering year-round footwear that combines versatility and sophistication for wearable silhouettes. Similar to how consumer purchasing is no longer defined by spring and fall seasons, our new line provides consumers with an everyday essential that supports their journey, no matter the experience.
Teva is known so well for sandals. How did you apply those key brand traits to boots?
Pointer: Teva’s Fall ’15 collection embodies the iconic simplicity and versatility of Teva Originals. Our newest styles feature classic materials with intricate details like feminine linings, rich leathers, braided suede and felted wool for women, with the men’s styles building on classic canvas, suede and leather boots that feature fun color pops. Each new style pays homage to Teva’s original promise of expression of freedom that lets the wearer go anywhere and do anything.
How are buyers responding to the new collection?
Pointer: As we expand our year-round styles, we continue to experience enthusiasm from our buyers who are excited to provide consumers with more designs that offer the same versatile and sophisticated style as the Original and its iconic silhouette.
Will we see more collaborative styles in 2015?
Pointer: We are always looking for new points of relevance from collaborations with other brands and artists to inspiration derived from our consumers. For 2015, we have some fresh styles and exciting collaborations in the works that will feature the Original as well as new styles like the flatform that put an elevated spin on the iconic silhouette.