NEW YORK — Family owned and operated footwear company Pedro García is celebrating three generations of its namesake brand with a new book.
Tonight, at the CD Network showroom space here, Pedro García Vidal will unveil “Pedro García, Three Generations of Shoemakers,” the story of the 87-year-old-company and his father and its founder, the first Pedro García.
“The book started off as an biography of my father,” the elder Pedro García (referred to as the “second Pedro”) told WWD of his more than 50 years in the business, seated in a space in West Chelsea alongside son Pedro García (the “third Pedro”) and daughter Mila García, creative director and chief executive officer of the brand, respectively. “But it turned into a story about a third generation family business — and at the end [of the book] I talk about my personal life, hobbies and how I brought the brand to America.”
In addition to toasting the book, the family is in town to launch its latest resort collection. Offerings include updated, neon versions of the best-selling Swarovski Element-encrusted sandals (which come in silver and gold this spring) and a range of pastel suede styles with like colored, printed palm tree motifs.
“They are so linear. It’s just about the straps with the Velcro [closure] and a basic leather sole. You can dress up or dress down,” the third Pedro said of the vibrant pink, yellow, blue and orange shoes, also available in more delicate, streamlined silhouettes for the first time that retail from $500 to $650. “The approach is not commercial, it’s clean and calm. The intention is not to make noise, it’s to make a good product. Designers are searching for architectural or complicated — and those words are empty to me.”
Currently, the brand is carried in about 1,000 doors worldwide, and the largest region for sales is the U.S., followed by Italy — which was the top market until last year. There is one freestanding door — a flagship in Madrid — but the family is pursuing opening additional locations in the near future.
“We were almost ready to open five to six more stores in 2008 but the economic situation started getting so difficult. We had to take some time for our company to become healthy and strong. The last two years we’ve maintained business,” Mila García said, adding the company owns its own factory in Elda, Spain, where 95 percent of the brand’s shoes are produced (the remaining 5 percent contains specific items that need to be outsourced).
In 2011, the company had wholesale sales of 13 million euros — which translates to over $40 million at the retail level — and Mila García anticipates business to grow by about 10 percent by year’s end.
Before opening another physical flagship, the brand wants to concentrate on its digital one at pedrogarcia.com. In September, the Web site will launch e-commerce — first in Europe, followed by the U.S. six months later.
“We want to grow, but we don’t want to go crazy,” the third Pedro said.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews