TODS in the bin

Sometimes it’s fun to gloat. Not that I am delusional about the level of competition I have as a designer out there in the Men’s Footwear World – but I have been aware for some time that we at Harrys (DAVID) have been quietly stealing market share from the well-known Italian shoe brand TODS (Goliath).

I hear comments from our customers all the time about how bored they are with TODS as a brand and how refreshing it is to wear a pair of Harrys of London, but I had yet to get that elusive proof I needed – like that all important photo of Big Foot walking across the M1. I needed to see a customer physically reject the competition before my very eyes.

Victory. Vindication. Gloat. Alas, I did not witness the bin toss myself (I may have actually embarrassed myself with joy) – but Alex in our London store was kind enough to make my day by sending over the above photo this afternoon which clearly shows the customer in question binning (that’s ‘throwing away’ to my American friends) his TODS in our shop today after purchasing a far superior pair of shoes by Harrys of London. Thank you very much.

The cool classic look at Brunello Cucinelli

The Harrys of London team has just returned from the 2010 Pitti Immagine Uomo in Florence, Italy which is traditionally our first show in the fashion calendar as well as the first important menswear show of the new decade. If the higher attendance figures were any indication, there are certainly some ‘green shoots’ starting to pop-up in Retail.

The scene inside the Fortezza da Basso was a lesson in cool sartorial splendor and teaming with the usual parade of the best-dressed men on the planet. We too were suited & booted and certainly eager to show off our beautiful new Autumn/Winter 2010 collection to the industry and hopefully see off some of the gloom that permeated the last two seasons.

The messages covering the seasonal ‘art’ installation in the courtyard of the central pavilion were asking [in english and Italian] things like ‘WHAT’S FASHION ABOUT?’ or ‘CHANGE YOUR SUIT OR YOUR BODY?’. Not very insightful. But one message that was very clear: Classics Rule.

Apart from our own mantra of reinventing and embracing classic design and proportion in our footwear, it was very apparent that the successful brands in menswear today are also flying a classic flag and the customers are responding in kind. Brands, like Brunello Cucinelli, Corneliani and my personal favourite, Belvest are showing some of the most intriguing, high quality clothes in the industry. No bells and whistles here, just timeless fabrications and flawless tailoring. This is not standard suits and ties, but a renewed exploration of sportswear and outerwear that are the building blocks of wardrobes.

Granted, Pitti is not Milan, so the brands and the crowd are decidedly less ‘fashion’, but as I read the reviews of the Milan shows each day this week, it appears that the big design houses there are also taking a classic or ‘heritage’ approach in these troubled times but often struggle to make it look relevant.

We’ve always been a classic brand, so the Pitti message was like preaching to the choir. We invite you, dear consumer, to do your own research and resist the temptation to contaminate your closet with silly fashion mistakes. Ain’t nothin’ wrong with settling for another nice cashmere v-neck. If your feeling rebellious, go for the lavender.