They are probably already in your city, you just haven't noticed yet. Many people wear them, seduced by the Asian influence of their style - as simple as it is effective - which sponsors a new way of moving around the city. Skate and parkour professionals, as well as teenagers and even parents who pick up their children from school, are already fervent followers of this unisex brand. It's called Feiyue, and it has come to the West to change the way of understanding footwear for adults and children.
Feiyue stands out for seeking the timeless. Today, fashion advances and - every season - the big brands break their horns trying to guess what is so special and desirable that the new generations yearn for, who are getting tired faster and faster of everything, creating and 'un-creating' trends over periods of months or even weeks. The firm does not need, shall we say, a lot of publicity. It has been manufacturing the same model (the 1920) for 100 years that left China, conquered Asia and has just made the leap to Europe.
Nothing stands out especially in these shoes that swim against the current design. The inspiration comes directly from the martial arts of their country of origin and, although the brand currently tries to diversify by increasing the number of models available, those that reach a wider audience are the originals, baptized as classics. Feiyue translates to 'jumping' or 'floating', and for this Shanghai-based brand, comfort comes first. The sneakers are made of canvas and can be entered in the 'sneaker' style. They are equipped with a rubber sole that has a point of rigidity but is, at the same time, flexible, which allows it to adapt to any environment and condition, and to which is added a rubber reinforcement on the toe. There are, in turn, children's models, with reduced prices and in more striking colors. Easy to wear and ideal for both formal and informal events, and prepared for those children who love to burn rubber, they are presented as a perfect alternative for the whole family.
Feiyue's classic models are, thank God, accessible to all budgets. This draws attention. Of course, getting them will probably be another adventure, since the waiting time to receive the item varies a lot depending on the chosen platform. They are available on several websites: in the official online store of Feiyue Europe for a price that ranges between 35-50 euros, on Amazon for 40 euros, or on online pages from your country of origin such as Wish or AliExpress, where they are around 15. euros. For those trend hunters, this is part of the game and it is not an inconvenience, since they are more than used to it. If you want them you will have to hunt them. You can arm yourself with patience and achieve the tremendously cheap Chinese model in a month, or pay a little more to have the 'European' ones at the moment.
There are not a few Hollywood celebrities who have been wearing these shoes for a long time. Without the brand itself contacting them, they have echoed the new trend, and they have already been seen on the Californian asphalt. We have been able to see actor Orlando Bloom take his children to school with his Feiyue on, as well as other fans such as supermodel Alessandra Ambrosio and actress Reese Witherspoon. Even Poppy Delevingne posed on a red carpet with her model in white and, more recently, we saw Ben Affleck renewing his love – almost two decades later – together with Jennifer Lopez. It's the new style, and this kind of advertising can't be bought.
It was about time. While European and American luxury brands strive to attract more and more to the Asian market - cradle of a large number of new millionaires and point of reference for the new aesthetic - this Chinese brand launches itself to conquer the West. Since in 2006, the Frenchman Patrice Bastian took over the rights for its commercialization in Europe, where little by little he is increasing its production and sale, his path can only be defined in one way: in a straight line and upwards.
More than 5 million pairs are sold annually in China - and as many in Europe - where they sell out season after season. Active in social networks, where they have more than 50 million followers on Instagram, and with influence in fashion capitals such as Paris, Milan or London. Never have such simple shoes given so much to talk about and they have never been so difficult to define. Traditional? Modern? versatile? You choose how to see them.
