Brand Means to Give Persona to Your Product

by C:F Team on 25th March, 2016 at 6:09 PM CEST

Even when you work in a field that seems like there is not much to change or reinvent about - think twice. Our journey has made us meet with Standfor - new shoe brand, which are innovative in several ways. Antonio Calem speaks about it in a short interview, so we hope his answers will help all young C:F-ers who want to create their own brand 

CF Team: Hi Antonio, Can you please describe Standfor, and how did the idea rise? 

Antonio: Our signature says it all. Talk your Walk means that the way you show yourself before others as you walk down the road is a form of communication. Nothing new, when you think of clothes, especially t-shirts or caps, but when it comes to shoes, not a lot has been done. It seems clear to us that shoes can be so much more than just vehicles you use to walk from A to B. There is a true power in them, along with the symbolic value of providing your steps with meaning. You can use it. You should use it. Our footwear unites trendiness and meaningfulness. It’s all part of a peaceful revolution.

CF Team: How did you brand yourself?

Antonio: We wished to add substance to a brand that was already different, innovative, fresh. Our models are completely different from all other kinds of footwear you find on the market. There is also a very important feature that defines us: we’re a collaborative brand. Our collections are developed at Standfor Developers Ground, a platform for people who enjoy creativity, teamwork, uniting fashion with our strong statements. We are getting the website ready for action but we’re already accepting applications from potential Developers. You can check it out here. Beyond really is a word that defines where we wish to go.

CF Team: You used the designation "Smoke Less" for one of your campaigns - why so? 

Antonio: During the selection process for our first statement, featured in our demo collection, we came to the conclusion that we did not want to be radical. Although that could change in the future, because it’s not our intention to be soft on the subjects, this first statement acknowledges how difficult it is to give up smoking. We prefer a more positive idea (“listen, you should smoke less”) instead of an imposing one.

CF Team: What's make your products smart and sustainable?

Antonio: Our shoes are made of quality microfiber, which means no animals were harmed in the process of making our footwear. When one has a strong conscience over the brand’s message as well as every adopted statement, one must set a positive example. We stand for that.

C:F Team: Thank you Antonio!

TIP: So, even if you think there is nothing to change in a certain field of work, think twice! Brand means trully giving a persona to your product and/or business, so there's much you can play around with on that matter :)

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Muhammad Jehangir Khan

Muhammad Jehangir Khan | Action team | CF Chapters

That is really inspiring. I guess we all are entrepreneur* in oursleves given that time is sufficient.


24th April, 2016 @ 11:44 AM CEST

Robert  Neumann-Krüger,

Robert Neumann-Krüger,

Very tricky with "smoke less" campaign

Greetings from Berlin

24th April, 2016 @ 5:11 PM CEST

Muhammad Ali Ali

Muhammad Ali Ali

Realy, its very informative discussions regarding the Brand.

27th April, 2016 @ 7:29 PM CEST

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