SLADES, A NEW BRAND BY FLANEURZ
In June 2021, Flaneurz introduced its second brand, Slades. The challenge at the heart of this project is to design a roller shoe that offers the same innovation as Flaneurz, at a more accessible price. Research on the product, on brand identity, or on manufacturing processes: The stakes are high, and the project is ambitious. Let's revisit the story of Slades, from the idea to its realization.
/THE ORIGIN OF THE PROJECT AND THE CREATION OF THE S-QUAD
© Flaneurz
If the world of detachable Flaneurz rollers is familiar to you, you have probably heard of Slades. For users, it is an alternative to Flaneurz models, offering an experience of the same quality. The mechanical system that allows the transition from walking to sliding is common to both brands. What changes is the shoe: at Slades, we have developed our own sneaker!
From the very beginning of Flaneurz, the idea of creating a second accessible offering, both financially and physically, has been in the minds of the co-founders. Designing our own sneaker with European components and freeing ourselves from dependence on shoe brands, while optimizing the production line and delivery times, are at the heart of this project.
After significant growth of Flaneurz since its creation in 2014, the Team can focus on developing this idea. At the end of 2019, the project is launched: market studies, product reflection, and partner searches.
In resonance with our societal values, we wanted to create a product with French components. Thus, the engineers from our design office began the conceptualization of the product and its mechanical system. In collaboration with the procurement department, they sourced the French suppliers of our mechanical parts.
Once these steps were completed, it was necessary to design the sole. Finding manufacturers capable of meeting our requirements for its production was another challenge.It was in Portugal that the Team found partners capable of implementing a manufacturing process for Slades-specific soles: bi-injection. Thus, several trips were necessary to establish this production.
Subsequently, Mathilde, the Marketing Manager, takes charge of the shoe design. This is very important because we aimed to create a unisex sneaker that is comfortable and suitable for roller skating, and of course corresponding to the desires of our community. In collaboration with Salomon, a French designer, we envisioned the design of the S-QUAD. We drew our inspirations from sneaker consumption trends and from the archives of the most frequently ordered models with The Custom Flaneurz offer. The inner shape of the footwear also required research time to ensure maximum comfort.
/THE CREATION OF A UNIVERSE
Alongside the technical developments, the Communication and Marketing departments worked hand in hand to create Slades, its naming, and its identity. Initially, we collaborated with an agency - LeBrand - in order to establish a brand name, a tagline, and a first version of the graphic charter for Slades.
After outlining the universe, the agency handed over to our artistic director. He delved deeper and created the graphic charter that accompanies your Slades experience. The final version of the logo and the pictogram representing the brand, as well as the choice of colors, belongs to them. Blue, red, gradients, and movements: all of these elements resonate with the world of sliding, and symbolize the skater's journey. The name "Slades" was also chosen for its hidden symbolism. Overcoming, Freedom, Attitude, Diversity, Eco-responsibility, and of course, Sport : these are the key words that characterize the brand. Through this acronym, we promote a new mode of ecological, fun, and trendy transportation to the youth around the world.
The brand's identity also relies on its representatives, carefully selected to embody the values of Slades. The first faces of Slades are Esty and Darion, who brought to life our first campaign. The adventure continued with 40 content creators in the fall of 2021. After being a model for Flaneurz, Junior Jmss ehas become our first brand ambassador. A former aggressive skater, he excels in quad skating and is captivated by the concept. Passionate about sliding sports, close to his community, and based in Paris, Junior was the perfect profile to represent the brand. You can find him in the launch video, presenting linter-compatibility between Flaneurz and Slades or even during its visit to the manufacturing workshop.
© Flaneurz
CIt is on June 1, 2021, that the story begins for the Sladers, with the start of our pre-order month. This operation ends on June 30, 2021, and marks a promising brand launch with 4,893 pairs of roller shoes sold, out of the initially targeted 5,000. In the following months, the Team works on setting up the production line at the Grenoble Factory, and prepares the brand's website.
Today, the Factory can store up to 297 pallets of raw materials and finished products. With 6 production operators, it is capable of producing up to 2,750 pairs of roller shoes per month. Our operators produce from stock and make 1,200 pairs each month, thus ensuring shipping times of 2 to 3 days worldwide.
/SLADES: ONE YEAR LATER
© Flaneurz
Slades has come a long way. The initial challenges of the project have been met. The Flaneurz Team has successfully designed its product from A to Z, set up an optimized production line, and ensured the accessibility of this product for all types of skaters.
The Marketing department is gradually developing the Slades catalog to offer a range ofaccessoires that completes the roller skate pack. The S-QUAD, initially sold only in a pack, is now also available with the Change Your Shoes offer.
From now on, the Communication department collaborates with 61 sliding enthusiasts who represent us in every corner of the world, including two official ambassadors: @Cloverskate and @Zoerollerskates. All these unique personalities share our values and make Slades shine every day.
The Slades community is growing day by day and now stands at over 200,000 combined followers across our networks. Our community is international: in one year, we have sold Slades on every continent, in more than 40 countries! 80% of our sales are made internationally, with 40% going to the United States.
Initially sold only online on our e-shop, then in person at our boutique in Pantin on appointment, The Slades roller shoes aim to be available in other retail locations for greater accessibility. The Commercial department has taken charge of reaching out to sales partners in the first half of 2022. We want to rely on a network of passionate distributors who are experts in the fields of roller skating, urban gliding, sneakers, and innovation.
From now on, you can purchase the Slades from several retailers in Europe. For practical and geographical reasons, we are establishing our first partnerships in Europe, but we aim to reach as many countries as possible among both professionals and individuals..
You also have a role to play! Do you want to be able to try our roller shoes at a store near you? Then send us the information about your favorite shop at [email protected], and tell them about us.
Today, the team has only one goal: to take the project as far as possible in order to democratize soft mobility through roller shoes. The pack Slades is perfect for introducing you to our mechanical system. The models Change Your Shoes Flaneurz and Slades will vary your pleasures and will complement your sliding experience. A new lifestyle is available to you, and what if you adopted it?
Written by Victoria
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SLADES, A NEW BRAND BY FLANEURZ