Designist Dream

Sorry I’ve been AWOL lately, visiting family stateside has been a welcome vacation. My little baby doll is enjoying playing with friends new and old, while Harry and I rack up the Starbucks coffee treats.

With a few fun posts underway for when I have some more time and access to a computer, below is a featured interview with Israeli designer Shlomit Slavin from latest JC Report. Slavin describes her new design for a Croc-like sandal. More of a cross between a Japanese Hoki houseslipper and a resin-base Croc. Touted as perhaps the next big thing in this interview, I’m not so sure this is a great contribution to Shoes as we know it. I think I’ll ask The Manolo about this. But I can already imagine this being entered into the Gallery of Horrors. For the record, The Designist Dream, we don’t endorse leaving your house in anything but the glamorous.

Salvo of Sandals
Tel Aviv

From Dr. Martens to Vans, and from Birkenstocks and Timberlands to the current Crocs phenomenon, some footwear can embody a generation’s fashion consciousness. Hoki, a hopeful new entrant into this esteemed category, lands its soles at retailers this summer, and we’ve taken notice. You’ve probably seen Hoki’s jelly-textured, criss-crossed slip-ons at some point in your life: the unbranded pair grandma wore around the house, at an osen in Japan, or a Red Cross handout. Shmolit Slavin had a “eureka” moment when she saw a version in an Israeli shop. Sensing the next big thing, Shmolit whipped up a name, rendered the sandals in fashion colors, and began work on her marketing opportunity. We spoke to her about the name, the competition, and how soon she hopes to hear everyone talking about Hoki.

JC Report: What does “Hoki” mean?

Shmolit Slavin: “Hoki” means a street broom in Japanese.

JCR: What inspired you to resuscitate an Israeli line of sandals that had essentially been dormant for several years?

SS: The reason that I am bringing back this style is that by now enough time has passed for it to have become “retro.”

JCR: Will you continue to produce in Israel?

SS: Yes, I will continue producing the Hoki style shoe in Israel.

JCR: I have five pairs of Havianas and four Melissas, why do I need Hoki?

SS: Havianas is simply a slipper, while Hoki is a fashionable shoe, which you could wear to the beach or to your wedding.

JCR: Tell us about the color palette.

SS: Basic colors: red, green, yellow, blue, white, and purple. But every year I will add the new season’s fashionable colors.

JCR: You’ve had a strong early response to the sandals, what’s the strategy for growth?

SS: The strategy for growth is to be sensitive to future fashions and to what people want and need — and to present new and original ideas every season so that people will look forward to seeing what Hoki style will be next.

JCR: Are you looking to be the next Crocs?

SS: The next Crocs in numbers, but not in style.

JCR: Are these sandals about fashion or function?

SS: The shoes are about both fashion and function. Hoki shoes are extremely comfortable, as they have orthopedic soles.

- This interview was conducted by Jason Campbell.