The Extra Step
I have this pair of shoes. They’re boat shoes. I live in a small, preppy Long Island town where kids grow up wearing Vineyard Vines, Ralph Lauren, and Tommy Hilfiger. And so, even though they were way out of my family’s price range, I finally convinced my mother to buy these shoes for me the summer before I left for university, explaining that I needed a comfortable shoe to walk around campus in.
All too excited to break them in, I wore those shoes to my university’s orientation weekend a few weeks later. I stubbornly refused to pack a pair of flip-flops, my usual shoe of choice, determined to prove to my mother that the boat shoes were a necessary buy.
I will never EVER wear those rotten shoes again.
By the end of the first day I had blisters on the backs of my ankles, bruises on the tops of my feet, and an aching pain in my hip from waddling around straight-legged for hours. The day I got home, I stuck those shoes in the back corner of my closet, where they have remained dust-collectors ever since.
Unfortunately, my story is not unique. Too many so-called “quality” brands choose to overproduce clothing using cheap material and a small number of sizes in order to reduce expenses and increase profit. My so-called high fashion boat shoes, for instance, simply were not designed to fit every foot – certainly not my feet, which I’ve come to find out are two different sizes by American standards. (My left is a 7 ½ and my right is an 8). My question is: who set these standards? Who said that a woman’s feet had to succumb to one of these very few sizes?
Perhaps even more upsetting, we, as consumers, have come to except this low standard as the norm. When I complained to a friend about the state of my poor, tired feet after a weekend of wearing the new shoes, she suggested that I wear them in the water the next time we went to the beach. Apparently, many customers have had difficulty breaking in the shoes. And yet we still continue to buy them…
Our goal at Equites is to change this irrational frame of mind.
We are choosing to do things in a more specific way. In the pre-launch stages, Equites is offering an extensive line of customizations, including riding boots, leather jackets, holsters…you name it. We are taking the initiative by adopting the latest and greatest technology in fashion, particularly a 3D scanning system used to create bespoke shoes. Recognizing that no two body types are the same, nor style types for that matter, Gingi has also offered our customers the opportunity to work directly with her. This is the first time in history that a high fashion designer has made such an offer.
Combined, these extra steps are what make Equites a true luxury label. We have made it our goal to care for our customers the only way we know how – with comfortable, fitting, durable, organic clothing. What makes our brand unique is that we create garments for the individual, rather than the general public.
Gingi is currently available in the U.S. to take custom and 3D measurements. She will be travelling to San Francisco, Los Angeles, San Diego, and New York. I urge you to take advantage of this opportunity to meet with her!
We have been wearing shoes that don’t fit our feet for far too long. It’s time for a change, and we’re here to lead you through it.