The Sunnmoersposten newspaper printed an article about John Fluevog monday 18th August 2014. Written by: Svein Helge Falstad. (Se english translation underneath)
The paper story in english:
Small steps and a Norwegian name became a shoe-success story
Madonna, Alice Cooper, Jack White and other supercelebrities are buying shoes by John Fluevog Vancouver. The Canadian with grandma from the Selje community and grandpa from Vanylven Community has designed shoes in the high end segment since 1970.
From its headquarters in Vancouver the Fluevog-company controlles 19 stores in major cities in Canada and the United States. - Unfortunately, I have not had the opportunity to learn so much about my Norwegian origin which I gladly would have done. But it's never too late, says a smiling 66-year-old. Emigration from straitened circumstances John Fluevog grandparents, Gina Johanne Tomina Honningsvåg Honningsvaag on Stadlandet in Sogn og Fjordane and Nikolai Tobias Mathias Nilsen Fluevaag from the small place Fluevaag in Vanylven, emigrated from Norway to North America in 1910. The couple lived as typical fish-farmers on one of the small Fluevaag-farms located at Hakallestranda from 1901 to 1909. They had five children, including Sigurd, John Fluevog father. - I experienced school as difficult and a bit tough, and university education were not the issue. The rescue was a job in a shoe shop. Two years later he became a partner in a newly established shoe store, and after ten years John bought the whole company, became the sole owner - and changed the name to Fluevog Shoes. - Norwegian practitioner mentality Things evolved in the right direction. The dyslexic John Fluevog designed shoes that were different than everything else on the market. Many of the shoes he stands behind was greatly inspired by his interest in rock & roll and punk. - No other made shoes like mine. My design represented something new and therefore all thought I was a designer by profession. I was mid-30s and did not even know I could draw, says John, as he goes around and talk, shows a number of prototypes that will come on the market in autumn 2015. - It was probably the Norwegian practitioner mentality that struck me. I told myself that ”yes John, you can design”. I had to convince myself that this was something I mastered. This was something I would make come through, I said to myself. From there, the company grew steadily. Fluevog stores were opened in New York, Washington DC, Montreal, Boston and is now well established in 19 locations in Canada and the United States. Some days ago an order came in for specially designed uniformshoes to all cabin crew in Air Canada Rouge, one of the world's fastest growing airline. In 2013 turnover Fluevog Shoes was $ 30 million, equivalent to 190 million norwegian kroner. - It has taken a little off, and the |
company has since 1970 lived well in line with an industry that regularly goes up and down, says Fluevog.
Not like any other John Fluevog has from the start been committed to being an independent player, both as a designer, financial and ownership. He still owns all the shares in the company and is today a kind of chief executive in charge of everything - from the design of shoes for management of employees, store planning, marketing and strategic planning. He is in the process of transferring more and more responsibility to his son Adrian and a small staff of young people he has built up in the design office in Vancouver. - The company isn’t the largest in the industry, but I have consistently been self-funded and emphasizes that the company will continue as an independent actor, he says and twist and turn on one of their newer creations that he look at extra long. The name Fluevog is artistically carved into the base ofthe shoe. Fluevog Shoes brand has a good reputation thanks to the Norwegian name, he admits: - Fluevog has always been a name that has attracted great interest. Many people pronounce it wrong, but it turns out that the name is remembered. The name means nothing in English, it does not relate to anything, but for people in Canada and the United States the name sounds european. Most people actually think it is Dutch, the designer smiles. Dreamed shoe designer John Fluevog look upon his shoe business as his way to show that despite his dyslexia and problematic schooling during childhood he was creative. When he realized that shoe design was his destiny, the thought sparked a creativity in him that he never knew he had. - I actually began to dream shoe design. I decided to trust myself and made the shoes so I saw them in dreams rather than follow fashion and trends. This proved to be the design that worked and that hit the market well. Fluevog Shoes focus on quality shoes for men and women. Shoes that are durable and lasting more than one season. It started with rock and roll design in the 70s and the shoes still have a very distinctive design that stands out from shoetrends riding industry. Fluevogs design range is broad, from the very stylish and gorgeous line to the more rough and sophisticated at the same time. The shoes exude handmade quality. - The motto is that absolutely everyone can find their Fluevog shoes no matter what kind of taste you have, say Fluevog. Shoe business has evolved dramatically since the start of Fluevog Shoes in 1970 dominates today by worldwide chains with easy-produced and cheap shoes, and internet is taking more and |
more sales.
- Cheap chains means that I have chosen to focus on high end shoes, but not in the most expensive segment. Fluevog Shoes should be quality and luxury most affordability, says Fluevog who obtains 25 to 30 percent of the income from sale over the internet. Customers are located in all parts of the world, also in Norway. Unique Soles for Unique Souls The philosophy of John Fluevog design is "Unique soles for unique souls". John Fluevog must be said to be unique as well. He is currently the only independent shoe designer and shoseller in Canada. In 2012, John Fluevog named The Canadian Footwear Industry's Shoe Person of the Year. - Will we see a Fluevog store in Norway, John Fluevog? - You never know, he says, laughing heartily. - It had been fun. Not primarily to make money perhaps, but as a kind of self-realization in the old country. He laughs as he glances down the ledge walls with shoes. - I am now 66 years old and it is probably more up to my son Adrian deciding such issues in the future. He takes over more and more of the management of the company, while increasingly concentrate on the shoes and design work. - What about the future of the company Fluevog Shoes? - I've heard that Norwegians live the longest of all and I intend to keep on until I either do not see or think clearly. John Fluevog'd like to know more about Norway and its Norwegian origin. He has traveled widely in his career, but it has almost always been hectic business trips and Norway have so far never been a priority. He reveals a long dreamed secret: - Visiting Fluevog harbor at Sunnmoere is something I have on my Bucket list. Facts John Fluevog
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Text to images used in the article:
PROTOTYPES: Norwegian-Canadian John Fluevog (66) has been successful in the shoe business in North America for nearly 40 years. In the design studio in Gastown, Vancouver, there’s shelf after shelf with prototypes of shoes that will be in stores in autumn 2015.
SIGNATURE: All Fluevog Shoes has its own signature to the base, with a well-meant words of the designer. Here, a ladies' shoes with the greeting "Old friends are good friends" from the designer.
CUSTOMER: Madonna is just one of many celebrities with a sense of Fluevog shoes.
Fluevog is in norwegian written Fluevåg, or Fluevaag if you don’t have the scandinavian letter ”å” (aa) in your alphabet.
PROTOTYPES: Norwegian-Canadian John Fluevog (66) has been successful in the shoe business in North America for nearly 40 years. In the design studio in Gastown, Vancouver, there’s shelf after shelf with prototypes of shoes that will be in stores in autumn 2015.
SIGNATURE: All Fluevog Shoes has its own signature to the base, with a well-meant words of the designer. Here, a ladies' shoes with the greeting "Old friends are good friends" from the designer.
CUSTOMER: Madonna is just one of many celebrities with a sense of Fluevog shoes.
Fluevog is in norwegian written Fluevåg, or Fluevaag if you don’t have the scandinavian letter ”å” (aa) in your alphabet.