New Brand: Aurélien – Smart Luxury
There is a new European brand on the scene that is making what looks to be a very good alternative to the high-end (read expensive) smart casual scene that we have seen conquered by Brunello Cucinelli and the other well know Italian Brands. Their name is Aurélien (very nice name by the way). Their whole marketing strategy is interesting to me. They have a coined term called ‘Smart Luxury’ which they claim is “Exceptional quality. Made in the same factories as the most well-known designer brands. Half the price. Smart Luxury.” It sounds good. But it makes me wonder why they never list the where the shoes are actually made. Is it Italy? Is it Spain, Portugal? Or could it be China?? Who knows. But it goes in line with the whole ‘no middlemen’ type of pricing structure. Either way, they look good. And in reality is the quality is there, where they are made really and truly makes no difference at all.
So, my thing is that the products look great. And at €245, I think that they would be worth trying out as I don’t feel that for a good quality product that is an unreasonable price to pay. And they damn sure look the part. I would be curious to know if anyone reading has real feedback to leave on them. Personally, I think that it is a great company and idea. I thought that paying €800 for a Brunello version is the height of craziness especially when I know the true cost price. I think that this company will do well if their brand presence grows. The offering all around is top-notch, from very cool belts to elegant suede jackets, these loafers, knitwear and a women’s line on top, they really have a complete package for smart, casual-wear.
What really impresses me and what I love to see in brands, is the sheer number of options they have for this one model. All too often you see the same colors, time after time but here you have nearly every ‘practical’ color that you can think of. The ones that catch my eyes the most are the Petrol and the Sienna suedes. Two stunningly unique colors that I find will easily accelerate one’s wardrobe from blah to cool!
I have a bad feeling that this company is going to be taking a lot of my money soon!