Feiyue – voler en avant
Ok… let’s be honest here. When I first heard about Feiyue, it was some China shoe brand that Orlando Bloom was spotted wearing and suddenly it became the “it” shoe to have. In my mind, I was thinking ok this fad is just going to last a season. An over glorified canvas shoe. But, I’ve been recently educated that it’s no longer the cheapo $5 martial art canvas lace up shoe made in China with Made-in-China quality.
Originally produced in Shanghai since the 1920s, the Brand then released the rights to produce the shoes outside of China in 2006 by a French entrepreneur who then whipped the brand into shape and improved the quality of the shoes and re-positioned them for the International market. And wahey! Now introduced to the more fashion-conscious consumers, they are distributed in 20 countries.
Here is what I found on the internet for you sneaker freaks.
Both the original Chinese versions of the Feiyue shoes and re-designed French versions have a number of differences. The differences include:
1. Sole of the Shoe
The sole of the Chinese Feiyue shoe contains reduced padding on the bottom of the shoe, which is considered desirable for running and jumping. The sole of the French version has richer padding on the bottom and is designed for more general purpose use.2. Canvas Material of the Shoe
The canvas material of Chinese Feiyue shoe is thin resulting in a large range of ankle flexibility. The martial arts application requires a wide range of foot motion. The canvas material of France version is much thicker.3. Color of the Shoe
The Chinese Feiyues come in only two colors, black and white and also come in HI and LO version of each. And it is also lack of styles, only with simple stripes with some different colors. The French Feiyues come in many colors and sizes and are targeted towards a more fashion conscious audience.
The wonderful people from Feiyue Singapore and Goodstuph came to my office with a wine crate of French goodies. Loved loved LOVED the wine crate, it’s now in my room and I think I want to buy more. In the crate there were: Macarons, French marmalade, French soda, cookies, Feiyue buttons and a pair of hi-cut Feiyue shoes.

The shoe is under the Feiyue Street collection, a tribute to classics of street fashion, made in premium materials such as waxy leather, suede or wool felt.

This pair was a brown waxy leather with a grey wool felt. Looks a bit masculine for a girl, but still workable. I’d wear this with cropped pants or full length jeans.

Verdict on quality? Am pleasantly surprised. So… what have we learnt today kids? It’s all about branding, packaging and quality control + a little something called style.
Here’s a few silly photos from the launch event at Velvet Underground.

Website: www.feiyue-shoes.com

































Here’s a sneak peak of the shoot we did a few weeks ago for 





