It’s time to co-ordinate the A/W Collection 2012. It’s crazy how time flies! It feels like we decided about the models of the running autumn just the other day. Anyway, I thought it might be interesting to hear about the moments of creating a new shoe model. First of all we analyse the season that has passed (autumn 2011). What became a hit? What did we miss? Then we decide about what lasts that will be part of next season and what new versions we do need. The work with the collection for the autumn 2012 actually started already in August when we got the first indications about how the shoes were accepted in the stores.

Next step is to create the upper sections for the lasts we’ve decided to go for. We are happy to collaborate with a designer who understands the Scandinavian, clean fashion! The winning concept is mostly clean upper parts combined with soles suitable for the Nordic climate.

Now it’s time for Technical Sketches. This includes all the information necessary to make the first sample in the shoe factory. When all the first samples are made we try them all. This is maybe the most important part of the whole process. Without feedback on fittings and technical details it’s almost impossible to be successful. This week’s mission was the try on moment.

When the samples, after corrections are finally accepted, it’s time for colouring. This process has been parallel to the other, to secure the supply of leather material. Finally the collection is ready to meet our resellers for the first time, at the fair in Garda, Italy. That’s mid January.

As you can see there are plenty of moments in the developing phase! It’s a long way from idea to final product. A lot of hard work, but at the same time incredibly inspiring and fun!