How I Created A Wearable Art Shoe Label

Hi, I’m Penny Lovell and I am the creator and founder of fletcherLovell. A shoe label that I created for women looking to express their personality through wearable art.

So, how have I created a footwear label when I have no qualifications in art, fashion, design or making shoes?! It has taken me over 2 years, a small bit of artistic flair and a lot of research.

It took me over 12 months searching all the corners of the Internet to find a fabulous manufacturer in Spain, who would execute my visions with the quality and handcrafted beauty that my creations desired. I travelled for over 30 hours to meet them in person!

It took another 12 months to get fletcherLovell off the ground, having to sort out business structures, air freight, customs and duties, trademarks, insurance, accountants, websites, a successful Kickstarter campaign and photos!

The easy (and most fun) part is designing the shoes. I design all of the footwear (currently just fLats) and our wearable art range is created from my own artwork and photographs.

Each and every woman is a intricate artwork, and I wanted her to be able to express herself in beautiful Spanish made wearable art footwear.

You can follow my journey @fletcherlovell on Facebook, Instagram, Twitter and Pinterest.

More info: fletcherlovell.com