Behind the scenes

Sloafer Footwear

We met Lucy Herron, Founders of SLOAFER.

Country: United Kingdom What: Footwear | For: Women | Style: Casual, Sporty | Category: Emerging Brand

The Heart of a Ballerina. The Sole of a Sneaker.

Interview Magazine
5min~READ

1. As a designer, where do you draw your inspiration from?

Our designs are created to support women in their desire to look and feel good.  One shouldn’t have to be at the expense of another.

We want to deliver maximum comfort to complement the wardrobe of professional women, busy mums, and people who want to see the world but not in a pair of hiking boots.

Real women are our inspiration.

2. How would you describe your designs?

Neutral and classic colours mean our Sloafers can be worn with any combination of colours and styles.

Our upcoming range features new prints, colours and materials for the woman looking for style, comfort and a little something extra!

Our designs transcend trends and seasons, and this, combined with beautifully made shoes.

Sloafer Sneakerpumps

3. How did you get into designing shoes?

Put simply, we were looking for style and comfort, and thought we could do it better.

There were shoes that claimed to answer both requirements, but we didn’t feel they did.

Sloafers are not fast fashion designed for the short term, but to be a key wardrobe piece that lasts.

4. Which one is your favourite piece from your collection and why?

For me, the navy croc is my go to – I’m always in denim, blue and despite having a toddler and a newborn, white.

The navy croc goes perfectly and I always feel ‘dressed’ even if it’s taken just a few moments to get ready.

Key wardrobe pieces including stunning shoes, guarantee you always look and feel good.

5. When you are creating a piece or a collection, how does the process work?

It took many years to perfect our design and the manufacturing process to ensure maximum comfort and durability.

Sloafers are meant to be worn to death, and they’re made to last.

I wear mine every day, and they really hold up to the pressures of running to meetings, trampling across the muddy park with my toddler, and making sure I’m still comfortable when I finally take them off at the end of the day.

 ♥ ♥ ♥ 

6. What has been your biggest struggle as a designer?

The possibilities are endless.  We could create hundreds of stunning colour combinations – that’s why it’s hard to reign it in when you’re working on your new collection of only fifteen colours.

The leathers, the fabrics, the colours – it’s exciting to work with the vast array out there.

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Sloafer Sneakerpumps

7. What makes a good shoe?

You slip into it and it just feels good.

You forget that you’re wearing it.
And that goes for your bra and your jeans too!

8. How many pairs of shoes do you own?

Believe it or not, not that many.

I have my Sloafers (current range as well as the prototypes for our new collection which I look forward to sharing with you in a few months).

I have several pair of trainers – that never see the gym – and one pair of heels.

10. Your favourite moment of the day

I have several projects on the go so along side Sloafer I work with children in Africa and I raise our two children.  I need to be busy.

First thing in the morning, when our young son has crawled into bed with us and he's asleep usually across us with an elbow or a knee in our face.
The birds are singing and it's half an hour where we can doze before the day starts.

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