VIRR FASHION
Horsehair brogues
CLIENT: Self
DATE: FEBRUARY, 2016
CATEGORY: CREATIVE & BRAND DIRECTION / PHOTOGRAPHY & DESIGN/ FILM MAKING
VIRR is the vision for a new high end British brand of footwear, led by young designers who want to do things differently.
INTENT & VALUES
We wanted to create a product that was:
- Sustainable
- Innovative
- Smart
- Optimistic
SHOES FOR A GOOD LIFE
VIRR is founded on the guiding principle of sustainability: Not just about manufacturing in a way that’s good for the environment; but about designing shoes which last the test of time; becomeing trusted companions. The unique care proposition is integral to this.
COMPLETING THE LOOK
Shoes for men and women.
Targeted to time poor, quality conscious young professionals with medium to high disposable income that are very comfortable buying quality items online.
For instagram feed content and other promotional imagery, we used urban and rural shoot locations.
KICK START
For a leg-up, the launch range were to run on Kickstarter. The design of the shoes was documented, with our designer Emily, shown working with the factory. Here are some visual tests for the launch film.
Some slow motion cross sections showing features which contribute to comfort and durability, and information on the revolutionary use of the simple, yet overlooked material; horsehair.
A contemporary take on the classic and versatile brogue
In 1800’s England, horsehair cloth became a popular material. Since the invention of the motorcar, horsehair has not been a widely used material, but in working with a well established manufacturer, we are bringing this beautiful material to your homes.
A brand that prevails
If you’re still wondering - VIRR (pronounced V-i-ah) Ancient scottish, meaning: strength, vigour, and durability.
British heritage
Initiated in Scotland, manufacture in England, using British materials (except the finest Italian leather).
Sustainability & Innovation
Horsehair is at the heart of the design and adds to the comfort and beauty of our footwear.
Traditional aesthetic with a contemporary take
Brogues were origially made for the peat-bog workers in Ireland. Andorsehair is where it starts, but not where it ends…
