DHL collaborates with shoe label Veldskoen. This is the first collaboration between the German logistics company and an African label.
The collaboration aims to “delight and surprise” the fashion world, DHL announced on Wednesday. The collaboration resulted in a completely handmade shoe, in the manufacturing process of which 66 expert employees were involved. The shoe was launched in a limited edition of 365 pairs in London on Thursday. “DHL has given Veldskoen the opportunity to show the world the talent, creativity and manufacturing capabilities Africa has to offer,” says Veldskoen Managing Director Nick Dreyer.
South African design with DHL branding
The ankle-high shoe is “a modern interpretation of a classic South African shoe,” according to the statement. The sides of the shoe feature artwork designed by South African artist Reggie Khumalo. The South African flag is also hidden in the design. DHL’s corporate colors, red and yellow. as well as a DHL lettering, can be found in the sole and a strap that runs vertically on the heel.
The accompanying campaign is based on a message of community. “With this fashion collaboration came an opportunity to share a purpose-driven message with the world,” says Megan Collinicos, vice president of marketing for DHL Sub-Saharan Africa. “The impact of the pandemic has shown that while we are not all the same, we are all cut from the same cloth.” The shoe aims to celebrate community and individuality – which is reflected in the name of the shoe and the ‘Dear Everyone’ campaign.
Veldskoen was founded in 2016 in Durban, South Africa, by Nick Dreyer and Ross Zondagh. The handmade shoes have since been available from retailers in 32 countries and in the Veldskoen online shop.