Watching people hand sew shoes almost always seems to mesmerize me. To say shoes are “handsewn” doesn’t often elicit much of a response from people, but when you actually see the process of making these shoes one stitch at a time, handsewn shoes earn a whole different level of appreciation. If you attended one of the last few Pop Up Fleas you may have met Oak Street Bootmakers founder George Vlagos, who was on hand fitting people for shoes and answering questions about his handsome collection of shoes. Over the past several years the brand has garnered a lot of attention online, but for many the Pop Up Flea was the first time actually seeing the Oak Street shoes in person.
With the making of this video, Oak Street goes where many have gone before (into the factory), to better explain what goes into making its shoes. It is really the first look behind the scenes of a company that has developed a pretty remarkable following. While this sort of approach is certainly nothing new (from either an ACL coverage or brand marketing perspective), it is still something I want to see. All brands that are making products in a traditional way, making shoes in a place that is cost prohibitive (read: onshore), should be telling this story. Frankly, it all wouldn’t really matter at all if Oak Street didn’t make such good looking boots. But they do, so just happily accept it as a win-win.