As the Spanish artisan has managed to turn work shoes design (PHOTOS)

Как испанской ремесленнице удалось превратить рабочую обувь в дизайнерскую (ФОТО)

Nine years ago, these rough shoes (zuecos or zocos) were used only by farmers in Galicia in order to walk through the mud and in the barns.

“I’ll never do anything more global than the return to life of the shoes, which used to be associated with peasant work and poverty,” says Elena ferro, craftswoman and designer from Galicia, which has made the miracle of the resurrection Shoe.

In the Galician countryside, rubber boots several decades ago, replaced leather shoes on a wooden sole, which for centuries kept the feet of the peasants warm and dry. Family workshop ferro, which was opened by Santa Elena in the early twentieth century, has withstood the rapid decline and gradual recovery. Alfonso, Elena’s father and her sister Agrippina began to develop belts, covers for chain saws and even special shoes for the cows with diseased hooves. But Elena could not come to terms with the disappearance of the traditional Shoe zocos. Born and raised in the countryside in a traditional atmosphere, where you used those boots, she was disappointed that at fairs people refuse this modest Shoe, symbolizing for them the times of poverty that they want to forget. Many of the craftsmen refused to even hear about it.

In 1995 at the age of 20 years, Elena began to experiment with traditional design. She dyed leather in different colors and manufactures shoes with open heel. Success was zero. “Customer feedback on the fairs was not good, but I continued to experiment,” says Elena, who devoted themselves to the family business in the village of Merza in the municipality of Pontevedra. It has been more than 10 years until she came up with a new model of the vintage Shoe. This model is quite flexible to walk on the hard sidewalks. In addition, she painted them in different bright colors to make it more stylish and attractive.

One day she bought a leather animal-print provider the skin of Alicante. So its bright design project began to flourish. Creations by artisans Helena became more and more bold.

“They began to be liked. Information about them was passed from mouth to mouth. Clients have told me that they are stopped on the street when they wear my zocos to ask where they were purchased”, – proudly says the artisan.

Today they produce 8000 pairs per year which are sold mainly through the Internet. La Coruna is the only city where at the moment there is a physical store of the brand Eferro. “For a craft workshop is very difficult to make the brand recognizable, but we did it thanks to social networks. People don’t say, “I want some zocos”. They say, “I want some Eferro”. It is an achievement,” says Elena, which is now invited to give lectures on marketing. “I didn’t even know what it is! I have no strategy, I’m doing what I can think of,” she laughs.

Как испанской ремесленнице удалось превратить рабочую обувь в дизайнерскую (ФОТО)

Как испанской ремесленнице удалось превратить рабочую обувь в дизайнерскую (ФОТО)

Как испанской ремесленнице удалось превратить рабочую обувь в дизайнерскую (ФОТО)

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