A 21-year-old designer who dropped out of Durham University to set up a slip-on shoe business is enjoying international success with the venture.
Archie Hewlett had been due to begin a degree in psychology, but having never studied the subject before and holding some reservations about university life, he decided to take a year out.
During that time, he worked in recruitment, but realised the sector was not for him.
It was only when he ordered himself a custom-made pair of slip-on shoes for a formal occasion that he realised he had the makings of a business.
“I had started going to formal events at which the dress code was smart-casual,” he said.
“I love brogues, but knew everybody would be wearing them.
“I asked myself what else was out there and couldn’t really think of anything.”
Mr Hewlett said he was aware of velvet slippers, but had not envisaged himself wearing them.
“I had thought they were too expensive and that there must be a reason why they why were expensive,
“I had assumed there must be a special manufacturing process or something very labour intensive.
“But when I started looking into it, it became apparent it was purely the result of their historic associations.”
On donning a pair, Mr Hewlett attracted considerable interest in the usual footwear.
Finding a quality manufacturer, then, he went to have more shoes produced, creating a sleek modern twist on a classic through understated materials such as short velvet, canvas and suede.
Starting out with little by way of a business plan, initial sales were driven by speaking to people at events and through social media.
Since then, bolstered by a celebrity following that includes the likes of Eddie Redmayne, Jeremy Piven and Justin Timberlake, the company has grown to the point where it now sells to more than 100 countries.
As well as trading online, its products are stocked in numerous retailers, including Liberty in London, where its new Ultimate 10 collection is now being sold.
A range is also to be stocked in Harrods.
Mr Hewlett said: “The US and the UK are our two biggest markets.
“What appeals there, I think, is that it’s a contemporary twist on a classic style, and that the same quality as an expensive premium brand is being offered but with a better price point.
“I’ve not been surprised that the shoes are selling.
“But I think I have been surprised at the countries they are selling in.
“They’re going everywhere, including places like Ethiopia that don’t have the tradition of slip-on shoes like the UK does.”
Going forward, he added, the company would continue to build its exposure across markets and would be looking to work with more retailers.
“I don’t regret surrendering my place at Durham,” Mr Hewlett said.
“Strangely, though, I have been back there to do a few talks since.”
