Action sports footwear vets launch Vere Sandal Co.

Industry News

John Eades debuts new American-made sandal company

Surfersvillage Global Surf News, 21 December, 2010 : - - Geneva, New York -- John Eades has spent the greater part of his career heading up footwear design for major surf and action sports labels. A question he always asked when visiting retailers along the way was 'what are you not getting from the brands you carry?'  The inevitable answer: 'an American made sandal.' 

Eades decided to heed this call in 2010, launching the first high quality, domestically manufactured and environmentally sound sandal line.  Introducing Vere Sandal Company; made here. made better.

“After visiting overseas factories for the last 15-years of my design career and witnessing the waste involved in manufacturing and shipping, we’ve spent a significant amount of focus contemplating how to simplify sandal making, reduce waste and bring the process closer to home,” said Eades, founder of Vere Sandal Company.  

“My experience is that people will do the right thing if you make it easy for them.  We have created an option for sandal wearers to buy domestically made flips flops with better quality, better comfort, clean styling and a meaningful brand they can get behind.”

The Vere brand name is inspired by the verb veer, meaning “a sudden change in direction.”  Its brand mark is a “greater than” symbol, projecting a greater cause and a commitment to build better, more responsible product.  After almost a year in planning, Vere launches formally for Spring 2011 with an introductory line of men’s and women’s three-point flip flops for the surf and outdoor markets. 

Vere’s debut collection offers four styles for women, and three styles for men including both leather and EVA options. All Vere sandals are made with a mix of recycled and recyclable materials and have been designed to eliminate nearly all waste in the production process.  Leather models are tanned without the use of harmful, heavy metals, and woven straps are made from recycled nylon.

Vere sets the bar high with its first collection, establishing an iconic aesthetic characterized by a thick, colorful EVA midsole layer, adding both comfort and eye-catching design detail. Unlike other sandal brands in its category, Vere builds in an  injected, asymmetric arch support disc, which not only lends to the ergonomic fit of the sandal, but significantly reduces the amount of EVA used in the manufacturing process. All Vere sandals will be sold using minimal packaging made from recycled materials.  Retail prices start from $25.00.

Beyond its commitment to sustainability, quality and superior comfort are the dominant drivers for the Vere designs.  Eades comments “It doesn’t matter where your sandal is made or how green it is if it gives you blisters. We are using better quality raw materials, and offer a better fit than anyone else in our category.  These elements are proving to be Vere’s competitive advantage.”

Eades, who came most recently from a post as Footwear Product Director at Reef, and partner Michael Ferreri, a finance veteran, have formed a team of hard hitting action sports sales and marketing staff, opting to set up shop in their hometown of Geneva, New York.  

Both Eades and Ferreri have rich family histories in this upstate hamlet dating back several generations.  In fact, Geneva offered Vere attractive tax and grant incentives to set up shop through an industrial development program originally introduced by Eades’ late grandfather, the town’s former Mayor.

Additionally, recruiting opportunities from nearby university communities complemented the label’s established network of national action sports and outdoor footwear reps. In August of 2010, Vere Sandals formally opened its doors in the historic American Can Company facility in Geneva, housing its corporate headquarters, sales, marketing, operations, warehouse and domestic manufacturing facilities.

 “We’ve done our homework and we’re incredibly happy about the reception at retail thus far, as well as the talent we’ve been able to attract,” commented Eades.  “We already have a significant following online, and generous commitments from some of the most prominent surf shops in the country – these are good signs that we are bringing a meaningful solution to the market.”

To add to the family narrative, each of the debut styles is named for a similarly iconic Eades or Ferreri family member, including standouts the Louie, named for Ferreri’s grandfather, and the Angie, named for Eades’ grandmother. Look out for Vere’s inaugural Spring 2011 collection hitting shelves in specialty surf shops and outdoor retailers nationwide in January 2011.

About Vere Sandal Company: Launched in 2010, Vere Sandal Company offers domestically manufactured and environmentally conscious sandals.  Vere Sandal Company is located at 122 N. Genesee St, Geneva, New York.  For more information on Vere Sandals, visit veresandals.com.

www.veresandals.com

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Jill Meisner

Industry - Surfersvillage