22 FOOT MAR10 co profile:Footwear_Jan10_p30 04/03/2010 11:27 Page 22
Company profile
WLM
®
New Zealand Sheepskin Boots
What does WLM
®
stand for? Tell us about the Moeraki smooth the sheepskin has been
your company history and your brand/lines? treated to yield the required effect. On our
WLM
®
New Zealand produces authentic New high-heeled lasted collection we also use a
Zealand made sheepskin boots and is combination of nappa and suede leathers
renowned for its edgy design of this and sheepskin.
contemporary footwear. WLM
®
stands for
Wear Like Me. This is the core of the brand, Tell us about the technology you use to
because every woman’s heart starts pounding make the boots and why it is important?
faster when seeing the collection where edgy WLM
®
New Zealand - Wear Like Me products
design and comfort go hand in hand. WLM
®
are of the highest quality available due to
New Zealand - Wear Like Me products are of the unique combination of craftsmanship,
the highest quality available due to the unique the finest quality sheepskin and leathers and
combination of craftsmanship, the finest the best soles.
quality sheepskin and leathers and the best Using a special technology ensures the
soles. WLM
®
offers a wide range of fashionable boots fit the feet perfectly and the
high quality sheepskin footwear for women integrated back panel keeps the heel in
and men. place. These features are important to
ensure durability and form of the boots.
How did WLM
®
New Zealand Sheepskin Boot
evolve? What is the story behind the brand? Do you have a brand philosophy?
The roots of WLM
®
New Zealand go back to Mission of WLM
®
New Zealand - Wear Like
the 1970s when the first advances were made Me: To provide our customers all over the
into larger scale production in New Zealand. In world with footwear to explore life in a
2008 WLM
®
New Zealand entered the luxurious, fashionable and comfortable way
international markets to claim a fair share for day in day out. Buy WLM
®
- Wear Like Me -
boots from New Zealand. and you are left with the right shoe!
What do you consider sets WLM
®
New Zealand boots apart? How has the market for sheepskin boots grown over the last 10
Our products are not only authentic and manufactured of true quality years?
materials with a great fit, but also have a fashionable and edgy design. The rudimentary form of the current sheepskin boots emerged over
the years, however it was not until 10 years ago that the boots came
Which materials do you use - and why? close to their current form, and only recently have become a
WLM
®
uses only the highest quality sheepskins, leathers and soles. We recognized fashion item throughout the world.
want to offer our customers only the best products with the utmost
comfort. Where are you based, where do you manufacture and which
Some key quality aspects of our products: countries do you sell to? How do sheepskin boots translate into
• Thick, soft and homogenous fleece on the inside and a smooth other languages?
outside; The international office of WLM
®
is based in Amsterdam, the
• Unique sideways slipping prevention. The heel contains a heat Netherlands. Our sheepskin footwear is manufactured in New
moulded plastic reinforcement that is attached to both the sole and Zealand, with the exception of our high-heeled lasted boots which are
the boot; manufactured in Portugal. Our boots are internationally sold with its
• Distinctive slender silhouette; core in Europe (UK, Ireland, the Netherlands, Germany, Belgium, Italy,
• Genuine rubber soles with good traction and great durability on our Croatia, Slovania). The boots are also sold in Japan.
Avalanche, Nature Traveller and Nature Tasman Series;
• A W2-Soft step
®
WEARLIGHT
®
sole with a unique combination of How do you market your ranges?
light weight, durability and good grip on wet and dry surfaces for WLM is currently being sold through independents, multiples and the
the other styles; internet.
WLM
®
New Zealand uses only the finest sheepskin. We use twin-
faced sheepskin in all of our products. Twin-faced sheepskin is very And, the next step? Any plans for the future, new types of
exclusive sheepskin with both the inner (the fleece side) and the footwear, new lines, etc?
outer side being perfect. Twin-faced sheep skin has been treated on WLM
®
New Zealand has diversified its new AW10 collection. In
both the fleece side, and the skin side to match our exact footwear men’s, and infant sheepskin boots are added. For women the
specification. The wool of the sheepskin we use is extremely dense choice has increased considerably by adding
giving it cushioning capability, providing you with comfort (no • high heeled slender boots, combining materials like nappa leather
pressure points) and durability. In addition wool allows air to circulate with sheepskin,
providing even more comfort. Our wool has the ability to absorb • new design features.
moisture (up to 30% of its own weight) and pass it on the outer side • Introducing sheepskin sneakers
where it evaporates. Sheepskin is an excellent insulator and therefore • Indoor slippers
will keep your feet warm in temperatures as low as -30°F and cool in In the future WLM
®
aims not only for further development in
temperatures as high as 80°F. Our boots are therefore comfortable footwear but also in accessories (like gloves, hats and scarves) and
all year round. To create some of the styles like the flash patent or apparel.
22
•
FOOTWEAR TODAY
•
MARCH 2010
www.footweartoday.co.uk
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