{"id":14140,"date":"2022-05-04T14:25:13","date_gmt":"2022-05-04T13:25:13","guid":{"rendered":"https:\/\/www.field-grey.com\/blog\/?p=14140"},"modified":"2022-05-04T14:25:15","modified_gmt":"2022-05-04T13:25:15","slug":"corporate-to-cult-footwear","status":"publish","type":"post","link":"https:\/\/www.field-grey.com\/blog\/corporate-to-cult-footwear\/","title":{"rendered":"Corporate to Cult Footwear"},"content":{"rendered":"\n<p>\u201cIf I had to work in a hotel, it would make things a lot more bearable if I got some sexy New Balance kicks to wear, like these.&#8221; \u2013 CoolHunting.com contributor, August 2007.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/trainer-1-600x400.png\" alt=\"\" class=\"wp-image-14141\" srcset=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/trainer-1.png 600w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/trainer-1-400x267.png 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption>Field Grey collaborated with New Balance to produce a pair of trainers exclusively allocated to Yotel staff, not for public release<\/figcaption><\/figure>\n\n\n\n<p>More than just a breathable, comfortable shoe, the relationship between\ncorporate and popular branding was a key conceptual drive behind Field Grey\u2019s collaboration\nwith New Balance in 2006. Accessorising the uniform collection for Yotel with a\nwell-known brand enabled the look to be elevated beyond the norm of corporate\nworkwear. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"598\" height=\"300\" src=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/05\/new-balance-yotel-576-1.jpg\" alt=\"\" class=\"wp-image-14150\" srcset=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/05\/new-balance-yotel-576-1.jpg 598w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/05\/new-balance-yotel-576-1-400x201.jpg 400w\" sizes=\"auto, (max-width: 598px) 100vw, 598px\" \/><figcaption>A bespoke lace jewel designed by Field Grey featuring Yotel branding<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/trainer-development-image-600x400.png\" alt=\"\" class=\"wp-image-14142\" srcset=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/trainer-development-image.png 600w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/trainer-development-image-400x267.png 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption>Design development: colour-ways<\/figcaption><\/figure>\n\n\n\n<p>Yotel employees weren\u2019t supposed to wear their trainers outside of work, however when uniform or corporate branded footwear is appropriated for casual wear the true clout of a company\u2019s branding is revealed \u2013&nbsp;and even public services such as Royal Mail or TfL can see their logos elevated to exist in the same context as the likes of Nike or Adidas.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"450\" src=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/il_794xN.3537709521_enzy-600x450.jpg\" alt=\"\" class=\"wp-image-14143\" srcset=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/il_794xN.3537709521_enzy-600x450.jpg 600w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/il_794xN.3537709521_enzy-400x300.jpg 400w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/il_794xN.3537709521_enzy-768x576.jpg 768w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/il_794xN.3537709521_enzy.jpg 794w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption>Royal Mail Dr.Marten&#8217;s<\/figcaption><\/figure>\n\n\n\n<p>In 2010, Hypebeast and Highsnobiety reported on the Dr.Marten\u2019s shoe made exclusively for the UK\u2019s postal service \u2013&nbsp;debossed or tabbed with the Royal Mail logo and only made available as part of a uniform for postal workers. The shoes remain elusive however can be found on eBay for under \u00a3100 (Field Grey\u2019s very own Design Assistant, Henry, regularly sports his in the office). <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"405\" src=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/Screenshot-2022-04-04-at-17.21.00-600x405.png\" alt=\"\" class=\"wp-image-14144\" srcset=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/Screenshot-2022-04-04-at-17.21.00-600x405.png 600w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/Screenshot-2022-04-04-at-17.21.00-400x270.png 400w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/Screenshot-2022-04-04-at-17.21.00-768x518.png 768w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/Screenshot-2022-04-04-at-17.21.00.png 1104w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/lidl-1-600x400.png\" alt=\"\" class=\"wp-image-14145\" srcset=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/lidl-1.png 600w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/lidl-1-400x267.png 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption>Lidl trainers, released in September 2021<\/figcaption><\/figure>\n\n\n\n<p>This trend for the appropriation of corporate footwear as casual wear reached new heights in 2021, when the UK\u2019s favourite bargain supermarket released \u2018Lidl by Lidl\u2019, an unexpected venture into clothing and accessories. The range included a shopper bag priced at just 99p, socks at \u00a31.49, as well as the most unlikely cult shoe of the 2020s so far \u2013 the Lidl trainer for \u00a312.99. <\/p>\n\n\n\n<p>The \u201cwhen it\u2019s gone it\u2019s gone\u201d marketing of the range successfully generated a level of hype around the products to create a resale market, and the Lidl trainers are still available on eBay at an average list price of around \u00a330, more than double their RRP.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/lidl-2-600x400.png\" alt=\"\" class=\"wp-image-14146\" srcset=\"https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/lidl-2.png 600w, https:\/\/www.field-grey.com\/blog\/wp-content\/uploads\/2022\/04\/lidl-2-400x267.png 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption>Lidl trainers listed on eBay for up to \u00a31,299<\/figcaption><\/figure>\n\n\n\n<p>The resale of uniform and corporate branded footwear creates a rare and exciting opportunity for many people to \u2018rep\u2019 a brand they interact with regularly but would never normally be able to wear. As brand apparel designers, it\u2019s really interesting to consider how certain brands, and by extension their uniforms, become absorbed into the cultural psyche to a point where individuals seek out these garments to wear in their own time. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cIf I had to work in a hotel, it would make things a lot more bearable if I got some sexy New Balance kicks to wear, like these.&#8221; \u2013 CoolHunting.com contributor, August 2007. More than just a breathable, comfortable shoe, the relationship between corporate and popular branding was a key conceptual drive behind Field Grey\u2019s [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":14145,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"iawp_total_views":9,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-field-notes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Corporate to Cult Footwear - Field Notes | Blog and News | Field Grey<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/field-grey.com\/blog\/corporate-to-cult-footwear\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Corporate to Cult Footwear - Field Notes | Blog and News | Field Grey\" \/>\n<meta property=\"og:description\" content=\"\u201cIf I had to work in a hotel, it would make things a lot more bearable if I got some sexy New Balance kicks to wear, like these.&#8221; \u2013 CoolHunting.com contributor, August 2007. 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