The second Shoegazing Super Trunk Show was once again a great success, which we organizers are extremely happy about. 900 people visited the event in Stockholm last Saturday, and over 160 pairs were sold for a value of approximately €75 000 (and even more orders are placed by visitors in the coming weeks now). Here’s a summary of the whole event with a lot of pictures.
After the somewhat unexpected rush of visitors last year when we organised the Super Trunk for the first time we were more prepared this year, and the premises at Scandic Sergel Plaza which was about three times as large as last year was much better. The VIP opening with a number of pre-registered visitors the first 1.5 hours helped to spread out the crowd, and although there was some congestion at mid day when it was as most people there was still enough space to make it manageable. Especially at Meermin’s and Vass’ tables it was sometimes crowded, but according to almost everyone we talked to, it worked much better this year.
It was a really great atmosphere all day and evening, and we have received very positive feedback from both visitors and exhibitors. There are of course a lot that one can still improve, we who organizes the event – me and the Shoegazing forum moderators Roland Olsson Joakim Berggren and Adrien Combier Hogg – learn things all the time.
The large exhibition hall was packed with shoes, plus a lot of other nice things. Meermin was just like last year the big crowd-puller with the greatest amount of people in front of its table during the day. This year they brought about 150 pairs of shoes, including most of the company’s ongoing group-MTO’s which consisted of a lot of really interesting boots.
Portuguese Carlos Santos was one of the newcomers, and there were a number of visitors who said they were a really nice surprise. They had with them a bunch of models from their standard range and people had the opportunity to try out the sizes and place orders. With their new online shop coming up, which hopefully are online in just a few weeks, they will be more accessible than before.
Vass had after the pressure with orders from them last year increased its workforce by another person, and now that they were three, so they could provide good service to all visitors. They had a large number of shoes with him, among other things, including the Vass for Shoegazing boot Sarek in Tärnsjö leather and some models on the new last SP. It has been developed by Mr. Vass himself in the workshop, with U as a starting point, and is very reminiscent of Saint Crispin’s chiseled last with a pronounced edge on the top of the toe (this is not one of the lasts that a British lastmaker have worked with, where the aim is to develop a last that is between U and F).
Riccardo Bestetti brought both RTW, MTO, Novecento (semi-bespoke) and bespoke models, and got a lot of MTO and Novecento orders. His models and above all the shapes of his lasts is something that really stands out. Spiga 3 recently got some RTW models and had with these for sale on the site.
Bespoke shoemaker Maftei had both new and old customers booked, and several made drop-in orders. Among other things, a woman ordered a pair of colored stingray shoes. On their table was a mix of everything from super-slim, patinated models to heavy boots with norvegese construction in grain leather.
Gaziano & Girling, who was here along with their Swedish agency Skoaktiebolaget had with them both several lovely bespoke sample shoes, including a graffiti painted shoe, and various MTO models. Many visitors thought it was interesting to have the opportunity to meet the Swedish superstar in the industry, Daniel Wegan, who is leading G&G’s bespoke department in Northampton.
Italigente was inside the exhibition hall focusing on the for Shoegazing model Napoli Castagna plus the rest of their current product range was displayed. Moreover, it was an outlet section outside the premises which was really appreciated, where people could pick up a bargain shoes from €45.
Just like last year, the women from Skomakeri Framåt along with Janne Melkersson up samples of their bespoke shoes and also performed various parts of bespoke shoemaking live and answered questions from visitors. This year they were also joined by the British colleague Tony Slinger who also had with him some of his shoes. Visitors could thus really get to see a wide array of handmade bespoke shoes of diverse types.
The event had three sponsors this year, from three different branches so to say, and with them all exhibiting it became an even wider range of products, and many of the visitors expressed it as something positive. Brunngård which was the main partner had both brought a lot of products from the German brand Collonil’s top line 1909. In addition, one could in principle for the first time buy their own new shoe care range Springyard Shoe Therapy, which is made of all-natural ingredients and will be marked with the Environmental Protection Agency’s environmental labeling, as the first shoe care product ever. For example, one can use the impregnating spray indoors. The series received very positive feedback from many visitors, not least the fragrance of the products that are often more reminiscent of shampoo than the traditional turpentine scent that usually is associated with shoe care stuff.
Partners were the menswear store Spiga 3 and the bag- and accessory manufacturer Oppermann London. Spiga had unfortunately not had time to get their fall collection from the popular Italian suit manufacturer Gabo Napoli, but had brought some classic blue jackets and suits from the brand so people could try out their sizes. In addition to that they had some garments and accessories, where especially the very nice jumpers in cashmere from Italian Fioroni stood out.
Opperman London had sold so much this summer that they were a little short on products before the event, but several of their stylish briefcases, handbags and accessories made in Italy of vegetable tanned leather they still had with them. A lot of visitors bought or ordered them, and the brand were very satisfied with their participation.
There was also a scene programme during the day, with three different events. Pelle Björkman from Björkmans Skomakeri in the two Swedish cities Ludvika and Falun started things of with a patina school, where he went through some basic how you can work to dye your shoes. He went through both what you can do with shoe polish and polish and more sophisticated work with leather dye, and had in a pedagogical way prepared before and after-shoes and so on.
The finale of the Swedish Championship in Shoe shining organized in collaboration with Brunngård was a real crowd puller, it was full with people in the venue during the competition, and many had to turn back in the door because they could not get in. The finalists were Eric Gederberg, Anders Ericson, Alexander Glansholm and Johan Wennerholm. They each received a Loake 1880 Aldwych in tan and a canof Collonil 1909 wax polish, a goat hair brush from the same company, a cotton cloth and nylon cloth, and then had 20 minutes to achieve an as nice and beautiful shine as possible. It was again very impressive to see what the contestants managed to achieve in the short time. The winner was the officer Johan Wennerholm that with intense frenzy worked up an incredible gloss over virtually the entire shoe, and he won his contesting Loake shoe and its sibling to bring home.
The panel discussion that concluded the day focused this time on how we can get more people to buy quality shoes. On stage to discuss this was Kia Holmberg from Rizzo / NK Shoes, Mikael Petersson from Hammargruppen, Italigente’s founder and current Kavat CEO Magnus Ericson and the cobbler Dennis Bostrom from Södermalm’s shoe service. It was a really interesting conversation, with very good input from the audience, which took up many aspects of the subject. For example, a subject brought up was the importance of knowledge of those who sell the products also in retail stores, and women’s shoes was also a topic intensely discussed and how it can evolve and become larger in terms of really good quality shoes.
(All events on the scene was showcased live and can be found in the bottom of the Swedish version of this article, for those interested. The language used is Swedish though.)
As I have already stated above all involved are very pleased with this year’s event, and we will be back next year for sure, Shoegazing Super Trunk Show is here to stay!
Here’s a movie summarizing the event: