Fans race for cool driving shoes
Hong Kong has one of the lowest rates of car ownership in the developed world. So opening a shop that sells driving shoes would make as much sense as putting a Lada on the starting grid at a grand prix.
Despite the relative shortage of customers who can use their shoes in the way they were designed to be used, the shops and boutiques selling driving shoes in Hong Kong appear to be doing remarkably speedy business.
Tod's, which boasts celebrity wearers such as Jack Nicholson, Hugh Grant and Michael Douglas, now has four boutiques - in Pacific Place, the Landmark, Lee Gardens Two and Canton Road.
Next year it will open a 3,800-square-foot, two-storey shop in the Landmark, which will be its biggest outlet in Asia-Pacific.
Speedwell is meanwhile enjoying a successful debut following the opening of its shop in Ocean Terminal, Harbour City. The brand was previously sold through department stores like Sogo.
According to the shop's sales and marketing director, Speedwell has been a hit in Hong Kong because it is selling more than just shoes for driving; in some cases, it is selling customers a dream.
'There are people who would like to drive or who want to buy a car but have not yet,' said Harrison Tang Cheuk-kei.
'They buy a pair of our shoes and they can fulfil part of their wishes. They have the feeling of driving.'
Speedwell is an American brand that started out as a sports engine manufacturer half a century ago, and started making driving shoes in 2001. Its latest models are the Boost for men and Rush for women, both of which retail at $689 a pair.
'They are made for driving but can also be worn for daily use,' said Mr Tang, who said seven out of every 10 customers is a man.
'Many of our customers buy them for casual wear.'
Tod's Asia-Pacific public relations and communications manager Karen Chai Hui-xian said the shoes her company sold for $2,000 to $3,000 a pair were as likely to end up on the feet of a businesswoman or tai tai as on the accelerator pedal of a Ferrari.
The pebble shoes - shoes with distinctive rubber pebbles on the sole for grip - started out as shoes for driving, but soon became a fashion item for men and women.
'It became a staple in every wardrobe. People would wear them for the weekend or for travelling,' Ms Chai said.
'A lot of people who wear our shoes are jetsetters. In Hong Kong, many working women wear high heels during the week, but tai tais are ladies of leisure and they can wear Tod's shoes every day, and wear them for shopping.'
The latest range of Tod's shoes comes in vivid shades, including petrol blue, sage green and pink.
'The majority of our customers are women now because we have a large collection for women.'
