MANUFACTURING THE LATEST FASHIONS IN GOD'S OWN COUNTY
Based in the heart of Yorkshire, Michael Alexander brings designs for shoes from across the world. Creating new trends in Men's retail and fashion, all their leather shoes are handcrafted through modern and traditional techniques combined.
The company, which began research and development in 2017, has now finished manufacturing the first wave of their inaugural collection. At Etharius, we've been busy writing copy for their website and promotional material, which means learning all about the leather preparation process, shoe construction and the latest fashions. You're never too old to learn new things, and we've found the process extremely enjoyable.
PHOTOGRAPHY TO BUILD A BRAND
As part of our marketing efforts, we have been pouring a lot of time into photography. Taking sample products to Fountain's Abbey in Ripon, North Yorkshire, has proven a wise choice in cementing the heritage of the materials and the craftsmanship involved at this level. We even ran into Liv Tyler and Kit Harrington as they were filming the BBC's Gunpowder Plot at the Abbey, a rare treat! Sadly we were unable to gift them any shoes on this occasion, but it certainly speaks to the atmosphere and majesty of this National Trust landmark.
Back in the office, we've been working overtime, taking pictures in the studio lightbox of the products, all of which required editing onto crisp white backgrounds for maximum effect online. We were very flattered to see that Ebay even used some of our product shots in their own online promotions - cheeky, but we'll take it as a compliment!
Of course every product needs a showroom, and we've been delighted to build a cutting-edge website with our own Etharius CMS and eCommerce system as the driving technology. Due to launch at the end of July, we can't wait to see yet another fledgling company take off using our in-house products.