Church’s, the high-end men’s footwear brand under the Prada Groupumbrella, is now entering the realm of hyper luxury with its newChurch’s Crown Collection for spring, spanning about 10 models includingOxfords, monk straps and derby shoes. The styles are all manufacturedin the company’s factory in Northampton, England, using artisanaltechniques. Shoes feature embedded stitches, are decorated with handmadebroguing and are all dyed by hand. “There was definitely the desire among our customers to have anexclusive, luxury range of products,” said Stefano Cantino, head ofPrada Group’s marketing, communication and commercial developmentdepartment. He noted the collection would be available only at selectedChurch’s flagships, as well as in a limited number of specialty stores. The Crown collection will cost about 30 percent more than the maincollection, with the average retail price north of 1,000 euros, or$1,360 at current exchange rates.

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