Consumers’ shift towards a ‘less is more’ approach to their buying habits was just one of the reasons why Deadly Ponies’ expansion into footwear felt so timely. For a brand that has captured the hearts and minds of conscious consumers who value quality craftsmanship and timeless designs, offering footwear alongside their leather bags and accessories made sense in more ways than one.
Cohesive with their autumn/winter design direction, Deadly Ponies’ debut footwear collection leans into the same neutral tones and colourways, making it effortless to pair the footwear and bag silhouettes together.
“Naturally, footwear is something that has always been in the back of my mind,” says Deadly Ponies’ founder and creative director Liam Bowden.
“We’re known for our leather bags and accessories, so we’ve always had customers asking us when we were going to design Deadly Ponies footwear. After all the restrictions of COVID-19 and lockdown, we came out the other side knowing it was the right time to do something new that we could all be excited about.”
In 2022, Deadly Ponies released a limited footwear offering to discern interest which, unsurprisingly, drew in a large waiting list to purchase, proving that the brand was taking a stride in the right direction.
“The whole process was so incredible and gave us a really good indication that there was a gap in the market and our customers were ready for this product offering,” says Bowden.
With an established manufacturer and customer demand, you’d be forgiven for thinking it would be a smooth process. But it wasn’t without its share of challenges.
“Footwear was a big venture for us as we had to start from the ground up. This meant working with new suppliers, researching the fit, playing with designs and even branding. We’ve already created the building blocks of our footwear collection, and now with Autumn ‘23 we’re able to twist and play on those staple designs.”
For Deadly Ponies, ethical production has always taken precedence. In order for Deadly Ponies to maintain the same low-waste, minimal-impact techniques they’ve established at their eco-atelier Chiang Mai in Thailand for their handbags, they’ve had to go to lengths to ensure the same considerations are being made for their footwear collections.
“As our footwear manufacturing partner is located in Portugal, all our footwear materials have to be sourced in Italy to create the most minimal carbon footprint. As a brand, we’re very conscious about working with sustainable manufacturers that operate within our code of conduct.”
Going one step further, Bowden adds “we had to make sure that our footwear manufacturer signed these guidelines, and met our standard in areas such as; the use of chrome-free dyes and appropriate leather waste disposal.”
Though likely not one to play favourites, there is a certain silhouette in the collection that’s a classic investment pair: “Definitely the Rider Boot. It nods to our brand’s hallmarks, all the while feeling very contemporary.”
“To create something that is so unique and competitive in the market, having never ventured into that category before, is a proud moment.”
Ticking the boxes of minimalists near and afar, Bowden suggests that there are two more collections on their way which introduce exciting materials and colours. “There’ll be lots of newness dropping throughout this year.”
...Now that’s something to loo forward to.
Available from March, 2023 at deadlyponies.com
