Brand Watch: Sons of London
Reasonable prices and artisan craftsmanship don’t usually go hand-in-hand. Or at least not until now. Acquaint yourself with Sons of London for affordable, quality footwear says Mark Hedley
As you open a new box of Sons of London shoes, the first leaf of tissue paper reads ‘Born in Italy’; fold it over, and the next says ‘Raised in London’.
This is not only a nod to the company’s heritage – both its formation in England, and its manufacture in Italy – but the terminology also refers to the shoe company’s familial mantra.
There are five styles (referred to as ‘sons’), each one representing a day of the working week. The idea is that Sons of London can offer you the definitive shoe collection, ranging from classic cap-toe oxfords, to double-monks, to a sharp pair of boots for dress-down Friday.
Its latest collection of chocolate brown shoes is made from an incredibly soft Italian goatskin suede, which is noticeably finer and more luxurious to the touch than cow suede.
They're not just good looking either: specially treated during the tanning process to give it water-resistant properties, they’re hard-wearing too.
You get top-quality materials and artisan construction methods but you don’t get the mark-up that comes with them
The company was established by entrepreneur and former-City professional Sepand Oboudiyat: “The idea was inspired by my own frustrations trying to get the shoes I wanted at more reasonable prices,” he explains.
“The design and quality that I was looking for inevitably led me to the high-end shoemakers and luxury brands, which meant spending around £400 on a pair – and often significantly more.”
But with Sons of London, prices are half that – starting off at £180 for a pair of oxfords and topping out at £200 for its chelsea boot. For this, you get top-quality materials and artisan construction methods but, thanks to the direct-to-consumer business model, you don’t get the mark-up that comes with them. We’re sold.
For more information, see sonsoflondon.com