Mainline Menswear brand Ted Baker won the best Men’s Footwear Brand of the Year 2014 last night at the annual Drapers Footwear & Accessories Awards at Park Lane’s Hilton Hotel in London.
The industry’s big names gathered on May the 1st 2014 -last night- to celebrate the innovation, creativity and talent of the sector’s leading players. The event is the biggest in the calendar year for the designers and brands and to win is one of the most prestigious accolades a brand can achieve.
Numerous awards are handed out on the night and other winners included H by Hudson– also stocked at Mainline– who won Exporter of the Year, and Clarks Originals who picked up the Women’s Footwear Brand of the Year.
Celebrity presenter Caroline Flack hosted the event which attendees seemed to enjoy, other highlights included Young Fashion Footwear Brand of the Year being awarded to Kickers and also Dune executive chairman Daniel Rubin being presented with a lifetime achievement award to go with his brand’s Multiple Footwear Retailer of the Year honour.
Ted Baker fought off competition from the likes of Lacoste, CAT and Steptronic to achieve the prize and it is the biggest recognition to-date of their growing interest in developing their footwear range. The brand only started producing footwear in 2000 but it has since grown to become one of the biggest facets of their business.
It is quite a change from 1988 when the brand ran a solitary store in Glasgow which sold only shirts. At that time, brand founder Ray Kelvin offered a free dry cleaning service to help his brand get publicity through word-of-mouth promotion, because advertising was simply too expensive. He was afraid of failing and didn’t name the brand after himself in case it struggled and tarnished his personal name, he also prefers to go under the radar and doesn’t believe in advertising, PR and marketing- defying the international success and reputation they have attained.
Highlights from the Ted baker SS14 footwear collection. Check them out here.
Self-proclaimed as “no ordinary designer brand” they are now angled as a “lifestyle brand” and as such have a growing portfolio of products, they have become as expert craftsmen of leather and construct formal male shoes in a plethora of styles including the Chelsea boot, brogue, moccasin and double monk breast’s.
This has stretched further in recent lines at Mainline Menswear to include casual classics such as the Boat shoe, suede driving shoes and even flip flops. As the brand goes from strength to strength, their Draper’s award is a long overdue nod to their continued skilled work.