![]() One of the most famous brands in England making premium Goodyear welted shoes, among the most expensive RTW there is, calculated that the actual time that someone held the shoes in the hands or they were placed in a machine in their factory was in total below an hour. How long time does it actually take to make a pair of factory-made Goodyear welted shoes then? It’s hard to say really, depends a lot on how you count. It’s quite evident that shoes that are produced in larger quantities in much cheaper materials and sold at €200 or so would not take more than three times as long to produce. And these shoes usually cost from at least €3,000 up to €6,000. If we compare to actual handmade bespoke shoes, where we include all the work with measurements and the lastmaking, fitting shoes, another work on the lasts, and then production of the final shoes, the makers that take the most time in the world are up in around two weeks actual work. Goodyear welted shoes, which is what we mainly talk about here, shoes made in factories where hands mainly guide the shoes through various machines, are a relatively time consuming product to make, sure. But the time that is actually spent on working on the specific shoes, is not weeks. But it’s a totally irrelevant number, since for almost all of those seven weeks the shoes are placed on a stand or on a trolley, just waiting for the next step in the production. And sure, the time that goes from when the first parts of a shoe is assembled to when they are placed in the shoe box may surely be seven weeks. Another thing we see more and more of is brands claiming various numbers on how many weeks their shoes take to produce, you often read things like “each pair takes around seven weeks to make” or similar. I’ve written about false or doubtful marketing several times, like in this article about how one shouldn’t be fooled by the “no middlemen” marketing, or here on the false and unnecessary devaluation of the words “handmade” and “handcrafted”. ![]() Numbers that are extremely exaggerated compared to reality.Īfter two relatively positive reflection articles here on the blog, especially the previous one about how we live in a golden age for quality shoes, it’s time to get back to the nagging. One of the things that brands tend to use more and more in this day and age is dropping numbers on how long it takes to make the shoes, how long time that have been spent to develop new models, and similar. The tougher the competition gets – the more doubtful the marketing gets.
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