London Food & Culture

A beginner’s guide to….Shoe The Bear

A new series profiling online brands to explore during the lockdown. First off, superior Danish footwear

Most Londoners heart a true Scandi phenomenon, and below-the-radar fashion footwear brand Shoe The Bear is, we reckon, no exception.

It dates back to 2007, when founders Frederiksen and Jakob Fugslang began fusing street art with canvas sneakers; fast forward thirteen years and today the minimalist brand, which caters for both men and women, is sold everywhere from Iceland to Japan.

This season’s trainers, available in canvas, leather and suede, are especially lovely – and are as stylish for pottering round the flat, lockdown stylee, as on your one #dailywalk. We spoke to designer Victoria Haddon to find out more.

What’s the story of Shoe The Bear? It’s a Danish footwear brand started over a decade ago, a progressive brand with a distinct Scandinavian aesthetic. The philosophy is to make good quality covetable designs that are modern, playful, timeless and unique.


Blue suede Cole. Photo: PR

Where do you get your inspo from when designing a new collection? Mainly from real people, especially Scandinavian style influencers and avant garde fashion labels. Broader inspiration will come each season from music, art, architecture, film and fashion movements.

We love the men’s blue suede Cole trainer (above) and the Holmes white leather high top (main pic, above). What aspects of design are most important? These are both timeless sneakers where the design and detailing has been distilled down to its minimal essence. The quality of the materials and comfort is of paramount importance elevating the clean lines of the design.

What wider trends are you loving right now? We’re very much inspired by nature at the moment which is filtering down into the SS21 collection we’re currently working on. The use of natural earthy materials and finishes used in an avant garde way.

Finally, what do you think sets STB apart from other shoe brands? Interesting design, attention to detail and uncompromising quality at an attainable price point.

The Cole and Holmes sneakers currently carry an exclusive 25% online discount. Find out more about them and Shoe The Bear here.

Main image: PR. With thanks to @verdonpr

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