Tod's Factory Aims To Attract Younger Consumers, Including Hender Scheme Collab.

Something many consumers have likely missed is Tod's "Factory" brand launched in 2019.  The intention was to create a line of products which would appeal to a younger audience, debuting with a collaboration with Alessandro Dell'Acqua.  The interesting thing about this is it is far from the first tiem Tod's have attempted this.  Way back in 2012 Tod's launched "No_Code", with start studded launch party espousingAnOther and Dazed & Confused editor Jefferson Hack having designed some of the shoes.  That brand has now become a staple of Tod's, and the products it produces resemble orthopaedic  shoes rather than something hip cool types would be caught dead in.

This time however Tod's have decided to take stock of how collabs are done properly.  The Factory line resembles more than anything, Moncler's Genius ranges, where designers take over the range entirely, and reimagine the DNA of whichever name they are under.  This approach has been exceptionally successful for the aforementioned Moncler, and if done right can be at Tod's too.

Following the Dell'Acqua range, which mostly saw re-inventions of heels with Tod's detailing, Hender Scheme's Ryo Kashiwazaki has taken the brand in a totally different direction.  Unique hybrid flats, and crazy oversized dot bubble bottom shoes sit alongside ultra-luxe suede tracksuits and trench-coats with leather inserts.  It is a remarkable selection of pieces that show Tod's now understand that a flashy launch party and clever name won't fool anyone that your products are genuinely aimed at a different market, and that they are merely an attempt to cash in on new trends.

The Tod's Factory line by Hender Scheme is available now on their website with shoe prices starting from £750.