Elly Chen's Page

Norml is proud to introduce one of our latest additions, CLAE shoes. With a mission to produce and deliver timeless classics, CLAE is simultaneously rooted in a lifestyle inspired by leisure. While CLAE is relatively new to the store, the brand has actually been around for about 8 years. We were lucky enough to have a chat with the mastermind behind the brand, creative director, Sung Choi.

So the first question on everyone’s mind is, where has CLAE been for the past few years, and what have you been up to?


due to incompatibility with the initial partners, i had put clae to sleep in late 2004, while waiting for the right situation to revive clae, I was designing for DC shoes and ecko unltd footwear.


What sparked the second coming?


the vision of clae was not fully realized and I wanted a chance to see it through under the right circumstances and I was lucky enough have met partners who shared the vision of Clae to bring it back to life.


During the first time when you guys hit the footwear scene, you once said that there was a “void” in the footwear market and you guys were trying to produce a quality casual shoe that you wanted to wear. With what seems like a rather saturated market this time around, what are your takes on what’s going on out there today, and what does CLAE bring to the table this time around?


our mission hasn’t changed at all, Clae will continue to bridge the gap between casual and athletic shoes by producing quality versatile footwear. giving our consumers a unique interpretation of modern footwear in terms of design, comfort and value

is clae’s foundation. and we’ll continue grow on the strength of our product.

as for the recent emergence of independent footwear brands is an indication that consumers are moving away from stale saturated retro market monopolized by the big athletic brands. With changing of media and retail landscape, all the Indies can grow and compete with the big shoe companies as long as they bring relevant product to the market and not a one trick pony.(no pun intended)
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