Читать книгу FLUEVOG - John Fluevog - Страница 20

19

A FLUEVOG SHOE isn’t just any shoe. It’s not just

something to get you from point A to point B. A Fluevog

shoe makes a statement. It says, “I’m happy to make

my own path, to dance to my own tune, to walk my way

and no one else’s.” Sometimes, it just says, “I’m happy.”

A Fluevog shoe is a well-made shoe. It’s usually a

pretty comfortable one, too. It stands out in a crowd

with its unique shapes and vivid colours and handmade

details. It looks at once retro and futuristic, orthopedic

and sexy, practical and wildly whimsical. There is nothing

else like it.

For starters, there’s that name. “FLOO-vog.” What

does it mean? Where does it come from?

It’s the moniker of one John Fluevog, who has been

selling, making and designing shoes on the edge of the

continent, in Vancouver, Canada, since 1970. Today he

has twenty-seven stores in Canada, the United States,

Amsterdam, and now Melbourne, Australia, as well

as a thriving online retail business. His boutiques are

some of the last independent stores left anywhere

in the world where the owner is also the designer.

His business and brand are truly unique.

There is a worldwide Fluevog subculture. Fluevogers

recognize each other through their cute Minis and glam

Munsters, their jaunty Derby Swirls and the toe bump on

a Swordfish boot. As soon as they recognize a kindred

spirit, the stories start. They reminisce about where

they bought their first Vogs and commiserate over the

unicorn that got away. They shop for pre-loved Vogs at

the FlueMarket; they peruse the Flueblog and vote on

VogPopuli; they look up styles of yore in the Flueseum,

perhaps with the help of a Fluevogologist.

Funnily enough, the family name wasn’t Fluevog to

begin with. It was Nielsen. Could you imagine? Shoes

by John Nielsen? Those would be pretty boring shoes,

don’t you think?

Turns out Fluevog works pretty well as a noun, an

adjective and a verb. It’s odd and slightly comical. It’s

just difficult enough to say that you’ll never forget it, but

not so tricky you’ll give up trying. It conjures the idea of

little animals: there’s a little fluevog, how cute! And kids

love that F thing. So do grownups, come to think of it.

INTRODUCTION

“The first time I worked

with John, I asked for

wooden clog styles.

John said, ‘No problem.’

He hand-carved them

himself in his garage!”

ANNA SUI, FASHION DESIGNER

It’s cute and it’s fun, but don’t be fooled: John Fluevog

Shoes is also serious business.

John Fluevog started out selling shoes—really cool

shoes—in the historic part of Vancouver known as

Gastown. He was the first to bring Dr. Martens to

Canada, maybe to North America. He was one of

the first to start selling shoes online, too. He tapped

into hippies and disco, punk and grunge and house.