Teva is the brand on the tip of everyone’s tongue this season. Not only because we usually take a few tries at pronouncing it (it’s teh-vuh), but because they’re simply on trendsetters’ feet everywhere from the boardwalk to the riverbed. We caught up with this iconic brand as they forge new trails in the footwear industry.
What is the origin story of the Teva original sandal?
Teva was born in the Grand Canyon back in 1984 when a river guide rigged two Velcro watchbands to an old pair of flip flops and created a shoe that wouldn’t float away. Three decades later, we’ve grown up into an icon of comfort and utilitarian style.
Teva is having a serious fashion moment. If the sandal was initially imagined for practical, outdoor wear--how did it become such an iconic style item?
Teva will resonate with anyone that appreciates an authentic brand that is rich in heritage. We are always looking for new points of relevance that inspires the independent spirit and encourages self-expression. Fashion is all about freedom and individuality, it is a great fit.
Tell us about the Artist Series. How does creative collaboration tie into the Teva brand and culture?
Since our introduction 30 years ago, we have maintained the heritage of the Original Sandal while exploring fresh ideas, whether it is by introducing new colours and textures or working with other brands or artists on exciting collaborations. The Artist series is an extension of this, partnering with talented individuals to bring a new take on our classic styles.
It’s been a good ride so far, where is the Teva brand headed?
Looking forward to 2016, we will maintain the Original’s promise of freedom, expression and experience while continuing to evolve classic styles with fresh designs that support our consumer’s lifestyle. More collaborations are on the horizon. We are currently enjoying our summer outdoors and in the streets, at festivals and on the runway.