Shoes

Feel the earth move under your feet with Craig Port Shoes by Watson

Mention the name Craig Port and the adjectives flow. The discerning ones, that is. Synonymous with style, Port is at the forefront of the fashion industry in South Africa. His design ethos exudes élan - without pretension. Remaining true to his instincts, Craig consistently puts out collections that convey the vibrancy of the South African way of life, whilst ensuring that quality, integrity, elegance and tactile reciprocity are absolute. The structured fusion of classic and contemporary are the cornerstones of his philosophy. He is predictive in translating trends and in developing the personality of his brand.

Best known for the labels Port and Miss Port, he has showcased at all major Fashion Weeks in South Africa and his collections have been feted in both Stockholm and Acapulco. He has had successful launches in the fragrance, furniture and jewelry spheres ensuring that his signature is stamped and his mark made.

Persistently evolving and extending his disciplines, the collaboration between Craig Port and Watson Shoes is destined for success. The core visions of both brands dovetail perfectly. A passion for all things South African provides the basis for a symbiotic relationship that is intent on moving further into the 21st century with, as Craig says, an ³appropriateness of style². It makes sense.

The 2010 collection, ³Faith Hope Love², introduces to the discerning eye the nascent relationship between these two iconic influences in the South African fashion culture. Cape Town Fashion Week, premiering on 21 August 2009, marks the official launch of a collaboration that is sure to set the stage aflame, and put Watson Shoes in the limelight. Craig Port has designed an exclusive range of footwear for Watson Shoes that promises to swing classics around. Take cogniscence of the moccasins, sandals, brogues and formal shoes in hues of purple, green, taupe and black. With the refined use of suede and the finest calf leather - combined with superior workmanship and superb finishes itıs a fait accompli. You do not want to be seen wearing anything else.

In order to completely grasp the potency of this particular partnership, we need to go right back. To the very beginning.

In 1859, Charles Darwin published ³On the Origin of Species². Amongst other notable events, in the same year the foundation stones of Watson Shoes were laid. A significant year, those in the know would concur.

Fast forward to 1966 when the ubiquitous Grasshoppers were first produced under the Watson Shoes umbrella. The path forward was now paved with bellow-tongued moccasins, and their footprints were forever etched onto the South African psyche. In fact, this iconic product was voted one of the Top 50 of all time South African brands by consumers - for the people, by the people.

Watson Shoes has a proud history of footwear manufacturing in South Africa. There is no doubt that the company is part of our unique and particular heritage - a house of brands that treads across the spectrum of our society. A South African product through and through when you purchase a Watson Shoes creation, you are buying quality and craftsmanship that is distinctively South African. Did you know that, prior to the advent of cellular telephony, footwear was the most dominant industry in South Africa? And Watson Shoes dominated. That says something.

At the end of 2008 the world economy flipped on its head. Itıs a given that we currently live in an era of turbulence and change. Added to that, there is a new consumer dynamic, driven by massive urban migration. These consumers are the new middle class discerning and savvy, they demand the prosperity and quality of life that is defined by innovation, diversity and masculinity.

With characteristic foresight, Watson Shoes recognised the critical need to develop a predictive awareness that was aligned with current market trends. The ethos of Watson Shoes has moved forward - to progress in a new, contemporary business direction. In essence, it became imperative to link all the spokes of the umbrella and to bind the brands whilst remaining faithful to the inimitable South African consciousness. Ergo the need to develop, enervate and energise a fresh approach to consumer thinking and attitude.

Brand Synergy. It is about the crafting of new ideas, sustainability, stimulating creativity and brand connectivity - the importance of culture and consumer obsession becoming paramount. As is breaking through barriers and generating innovative ideas that unlock the concept of cool. Successful leverage can only be obtained through capitalising on the strengths of cutting-edge creative talents that push Watson Shoes into a new era.

Enter Craig Port.

History in the making is just a step away.