The passion of Sandra Hagelstam, who is known for her luxurious style, has always been extremely high and comfortable shoes. Now he designs them himself and aims for the international market.
Hagelstam / Puttonen Ruska
After working as a blogger and influencer for more than a decade, Finnish Sandra Hagelstam, 36, wanted something completely for herself. Behind were many busy years of joint work and self-sharing on social media, especially on my own blog and Instagram.
The constant readiness to give more of himself and take over new social media platforms at an accelerating pace began to tire Hagelstam, who is especially known for his luxury style. He now wanted something based on his own skills, and not so much focused on himself.
High interest rates have always been Hagelstam’s trademark, after all, his personal brand and blog also went by the name for a long time 5 inches and up, referring to the interest rate. Now Hagelstam has founded the Hagelstam shoe brand bearing its own name. The selection of the just launched brand now has six shoe models, all of which have the same last and the heel height is 10.5 centimeters instead of a good five inches.
– I didn’t want to start making accessories for my blog. Hagelstam is the next step. It is the fulfillment of my dreams that I was able to establish my own brand, says Hagelstam.
Hagelstam / Angeline Ilm
If you don’t see the picture, look at it from here.
Own brand always in dreams
Hagelstam playfully talks about his shoe brand as his own baby, even though a human baby is currently in the works. The calculated time looms in the spring. During the waiting period, Hagelstam gave himself permission to stay at home and prioritize his own projects. As an influencer, he should have been constantly present and running after opportunities in order to stay in the minds of collaborators.
Hagelstam founded his blog among the first. She went to London more than a decade ago to study fashion design, and at that time her own brand was just a distant dream. The London College of Fashion was Hagelstam’s choice, because he never thought of himself as sewing in some small studio, but rather was interested in the commercial side of fashion.
In recent years, Hagelstam has focused on shoes and writing. He also worked as a shoe expert for Vogue Scandinavia, which was launched a few years ago. In the fall of 2022, he wanted to break away from the schedules created by others and started seriously working on his own project. He still works as an influencer.
The Hagelstam brand is Hagelstam itself. In addition, he has a close network of freelancers to support him, whom he praises as the best in the field.
– When creating your own brand, no one prepares anything for you.
Studio in Italy
The most important step in establishing a shoe brand was to find a suitable production partner. Hagelstam wanted the production of his shoes in Italy, where there are long traditions and enormous know-how in the manufacture of luxury products. He went to the place to investigate the offer and finally found a small studio, where he literally got a shoe between the door. In a small Italian village there, shoes designed by the Finnish company Hagelstami are now manufactured.
Shoes are made up of small parts, even technical products that not just anyone knows how to make. The idea of the shape, the material, the model of the heel and the last of the shoe were designed by Hagelstam himself with the help of the Italians. The sole is from the Hagelstam brand, and no other brand’s shoes feel the same on your feet.
– These are not a mass product. I wanted to create something completely my own, he says.
“Comfort is my passion”
Hagelstam’s first designs are party shoes that look classic but are modern at the same time. Femininity exudes from the shoes already far away. The price for a pair of shoes is 530–550 euros, which means they are luxurious shoes.
Hagelstam / Puttonen Ruska
The designer assures that Hagelstam’s shoes are comfortable on the feet, but emphasizes that they are not meant to be worn all day.
– I get to make all my shoe dreams come true in my own brand. Comfort is my passion in shoes, says Hagelstam.
Hagelstam has worn so many high heels in his life that he knows what comfortable high heels are like. He assures that there is no need to suffer because of beauty.
– The heel must be sturdy, the shoe must not wobble, the weight must be evenly distributed in the shoe, there must be enough room for the toes, the calf bone must not be pressed, he lists.
– Even 12 cm heels can be comfortable, Hagelstam assures.
By founding his own shoe brand, Hagelstam has not reinvented the wheel. However, it is true that for a long time there have been no shoe brands aiming at the international level from Finland. Hagelstami’s international networks will probably help the shoe brand in terms of growth. The next collection will be launched in the fall.
– Nordic design is of interest all over the world, says Hagelstam.