Allen Edmonds is doubling down on its luxury shoe offering with the launch of its latest initiative.
Called the Reserve Collection, the Caleres-owned men’s footwear brand’s latest line aims to showcase the “pinnacle expression of the art of American shoemaking.”
According to David Law, general manager and senior vice president of Allen Edmonds, the collection reflects the brand’s legacy at the highest level. “We started with one goal, to create the highest quality American hand-crafted shoes that have ever been made,” Law told FN in an exclusive interview. “It began with a journey to our archives, rediscovering our heritage machinery, hand painting and staining techniques as well as days with our most tenured artisans to test and perfect.”
Law noted that each pair of the new Reserve Collection is handcrafted in the brand’s Port Washington, Wis. factory using only the best leathers. Produced in limited quantities, the collection features eight styles, including brogues, loafers, cap-toes, and derby boots, with retail prices starting at $800 to $3,000 for rare leathers.
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As for why the company chose to launch a higher-priced collection, the executive described how the team challenged themselves to redefine and elevate American luxury.
“The concept of luxury has evolved, now rooted in values of timeless craftsmanship and enduring quality that transcend trends,” Law said. “The Reserve Collection embodies this elevated standard, and the product took us there, it wasn’t about achieving a certain price point.”
“We are all about moving the needle and ensuring each initiative is aligned with our brand ethos, introduces the brand to new customers, and propels us forward,” Law said.
Jay Schmidt, chief executive officer of Caleres, added that the new collection demonstrates the company’s belief in the power of the Allen Edmonds brand. “By championing American craftsmanship, deepening our focus on sustainability, elevating and expanding our market presence, we are ensuring that Allen Edmonds will continue to lead as an iconic American heritage luxury brand,” Schmidt said.
The Reserve Collection will be supported by a dedicated campaign titled “An Exhibition Of Distinction,” photographed by Cliff Watts and featuring American model Sean O’Pry.
Allen Edmonds’ new Reserve Collection will be available in September at select retailers, including Bergdorf Goodman, Nordstrom, and at the brand’s stores across the country.
This launch comes weeks after Allen Edmonds teased its upcoming collaboration with Willy Chavarria. The new style, dubbed “The Jalisco,” is a split-toe derby oxford with a 54mm Cuban heel crafted in classic black box calf leather. It will make its debut at Chavarria’s spring/summer 2025 runway show at New York Fashion Week on Sept. 6.
