What if many of the shoes you need are now in this lifelong store?

Lobo Wolf Wolf Merceditas are well known in Vogue's writing.It is and that, just over a year ago, the editors of the web decided to make a joint purchase to be able to carry out one of the trends of the past autumn and that, by work and grace of the current catwalks, continue to be: theMary Janes.Although their espadrilles and albarcas do not need much presentation since they are an object of desire when the heat arrives, what many do not know is that in this mythical Madrid store you can buy some of the key shoes of the current season to a veryGood price and artisanal production.

"The history of Wolf is not very different from that of other centenary businesses in Madrid," explains Alejandro Blázquez, the owner of Lobo Calzados.His great -grandfather Timoteo Lobo - hence the name of the store - founded the shoe store in 1897 on a surface that occupied half of the current one giving the Madrid street toledo street.“In 1924 he acquired the next place and unified both spaces to create the corner store that is known today.That explains why the two doors in a store of just 15 square meters, ”he reveals.The lack of resources during the civil war led him to close the store but, as soon as he finished, he restarted his activity until his death in 1949.

Buy: Mercedita de velvelo (€ 14).

“My grandfather Pedro, who was a teacher, collected the witness and continued with the business.At that wolf it was a traditional shoe store, with a lot.It was not until the death of his grandfather in 1981 when his father took the witness combining him with his work."He introduced many of the successful models that we continue working today and was the true architect of business expansion," Alejandro revealed, which joined the business in 2011 with an eye on online trade and international sale."And until today, 123 years in the hands of the same family since 1897 ...".

That Alejandro took the reins of the digitalization of wolf shoes almost 10 years ago was a success.Not only for the rapid and favorable response they received at the time, but also because now with the Covid-19 crisis is what is allowing them to subsist.“The immediate consequence in March was the business stoppage and an ERTE to the entire workforce with the closure of the entire trade during the 2 months of confinement.Since then, we have been able to get all the ERTE staff and summer has given us some truce, but the biggest problem we face remains the lack of public, both national and tourists, ”reveals the owner.

Buy: skin manoletin (€ 31).

In the middle of the second wave of Coronavirus, Alejandro explains that they will continue to keep the store open 100% while allowing it."Philosophy is that you have to move forward day by day," he says.Their efforts are now placed on online sale from all possible angles - empowerOnline advertising, collaboration with influencers, promotions and discounts.“Since the situation is quite different by regions and by countries, we have enhanced national and international wholesale sale.Always betting on the 100% product made in Spain of quality, traditional and handmade, ”he reveals.

With the Covid-19 crisis affecting this centenary business, as many other lifelong store is when it fits more (and becomes more necessary) to get lost among its wide catalog of affordable footwear, made in Spain and, inThe case of its winter models, less known to the public.Because beyond its popular Esparto designs, in wolf shoes you can find those classic and minimalist leather dancers that you always wantedIn 21 colors and it is also possible to find it in effect patent leather, finishing or leather sole.

Buy: Cuban heel leather loot (€ 80).

"The espargata is the queen of our catalog, and although it seems surprising, they are sold all year, even in the winter months," says Alejandro, who also points out the safaris or "pisacacas" as one of its star products of the stationcurrent.“The most successful are the merceditas or‘ Japanese ’of velvelo, which this year also seem to be again at the top of the trends.Manoletinas have had very strong years but have dropped a little in recent times, ”he confesses when we ask him about the public's preferences between both types of footwear.The main attractions of the former, he explains, are their comfort - something of what we attest -, their variety of colors, the availability for both adult and child public (they have from size 18 to 41) and also for their price of€ 14.

Going into the universe of your leather boots is a surprise.Not only because of its classic ankle boots with Cuban heel or its Chelsea models, but also for its wide range of high chain boots of an aesthetic equestrian inspiration that, incidentally, are one of the most repeated in autumn collections-Well 2020/2021.Manufactured in Valverde del Camino - ”Cradle of leather footwear and craft, tradition and maximum quality symbol,” according to their black equestrian boots with a superior band in brown in brown, they seem like the perfect option for thecolder days of autumn."Of course they are not as well known in our case as the espadride or other products, but they have been fixed in our catalog for more than 20 years," says Alejandro.

Buy: Equestrian Boot in High Caña Leather with upper band (€ 115).

Now that teleworking and homeless leisure progress inexorably, we also do not resist many of their options to be at home such as its traditional serraje slugs and closed cloth shoes, both with a soft wool lining ideal for the coldest days,or its suave hair slippers, a velvety appearance fabric that makes them a warm and comfortable option for winter.“This year, if we have to highlight something in the winter collection are the babbys and moccasins, which are being a real victory, both in store and online.We understand that success is because we are more time at home, either by confinement, by teleworking...Luckily we have had to make several repositions of this product and we hope it will be a good float for this campaign, ”concludes Alejandro.And, whether you are looking for shoes to be at home and shoes to walk through the streets of Madrid, it is not necessary to walk very far to find the perfect footwear: artisanal, affordable and full of history, of which they want.

Buy: Traditional Serraje Babucha with inner lining (€ 10.50).

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