China'S "Migrant Shoes" Swept The European Star Circle.

The "leap" brand is no longer familiar to many people nowadays, but those who are older are most familiar with the pair of "rubber shoes".

If you don't know "leap", then you should know "back force" and "green shoes".

You may have worn these brand shoes, but now they no longer wear them, but they do not mean they will never be worn - because this retro "Chinese style" has blown up in Europe and America.

When you see a famous star in Hollywood, or often appear on the celebrities of fashion occasions, walk on red and blue stripes, yellow shoes, or thick striped shoes with red stripes, and familiar army green "release shoes". Don't be surprised.

Yes, that is, "leap", "back force" and "release shoes". Made in China is completely preserved, and shoes with Chinese flavour in the last century are retained. Now these shoes, which are "very Chinese" elements, have reached the elegance of fashion in Europe and America.

It's not easy to buy a "leap" now, but "back force" may still be groped in a small town store. Although the "release shoes" can be found in some military stores, it is even more difficult to find the new version of "Sirius".

The three Chinese brands reappear in Europe and America. In fact, it is obvious that the road of "fashion pformation" is obvious: design and packaging maximize the commercial value.

From 20 yuan to 120 euros, "leap" shoes and Europe take off again. Now search on Google, you can't find the "leap" Chinese website, because the French built an English and French bilingual international website, called it "Feiyue", and specifically explained the meaning of the brand "Flying forward" (Xiang Qianfei).

The history of "leap" can be traced back to the 20s and 30s of the last century, but when it and its "Shanghai big Bowen Shoes Co., Ltd." almost disappeared in China, its history was completely changed by the French in 2005.

The French Patrice Bastian (Patrice Bastian) who lives in Shanghai is very persistent in pursuit of "board shoes".

In 2005, he unwittingly discovered that China's rubber shoes, called "leap", were in the midst of his retro sentiments in Sneaker.

So, together with his friend and designer, Charles Munka (Charles Muka), he set up a new "leap" creative group.

After planning and packaging, in February 2006, the new "leap" series was born in the European and American markets.

The price ranges from 50 euros to 120 euros (equivalent to RMB 500~1200 yuan / double), and the price of the leap shoes searched by the Internet is only 20~50 yuan.

Now, the special counters have spread in Europe and America, and more Japanese agents have joined the ranks of sales.

Hui Li shoes: renamed "warrior" to fight abroad, you may not know, "Hui Li" is also very foreign with a foreign name: "Warrior (Warrior)".

And the influence of this name in foreign countries is definitely no worse than that of "Hui Li" in China.

Now, the "back force" shoes have long gone back to the past in China.

After the shrinking of the domestic market, "Hui Li" also took a look abroad: in the "back force" Chinese official website, we can see a special export trade series, and the styles of shoes are very different. Only a few of them have the same design style with the original red striped back shoes.

Ye Shumeng, a Chinese who has studied abroad in Helsinki and studied in Finland, has published a book about Book of Warriors, which carries a lot of pictures of Chinese people wearing back shoes.

Ye Shumeng said, "during the winter of 2006, I saw a fresh and lovely lady wearing a pair of back shoes at Shanghai airport.

After frantically inquiring about the brand of shoes, I found out that this was the shoes my parents used to wear, and he had an English name called Warrior.

Ye Shumeng praises her back shoes. In her opinion, the design of shoes itself is quite classic, and the history of Chinese people wearing back shoes is a microcosm of Chinese social development and "board shoes" culture.

It is a company named "Ospop", which is converted into "Sirius" priced at $76.

Ben Walters (Ben Walters), who also lives in Shanghai, founded Ospop company. He basically retained the traditional "release shoes" classic appearance, only made some improvements to the shoes, making them more comfortable and firm. In order to mark them clearly, they also added a word plate to the shoes.

The new production place for shoes is Henan. Ospop and the Sirius footwear industry (Jiaozuo) cooperate to produce Ospop brand release shoes. There are two series of them, namely Skywolf (Sirius) and Departure (Qi Fei), which sell for $76.

According to the British website, Ospop will donate a portion of the cost to the Wenxian Education Fund in Henan for every pair of shoes sold.

In Chengdu, Beijing, Shanghai, Guangzhou, Hongkong and other cities, there are many fashionable people who have gone on the leap shoes and "new liberation". But in Chengdu, the reporters visited a large circle, but it was hard to see the signs of the leaps.

NOVO, the regional director of the first city, Rabbi, owner of Henry and NSBQ's Chengdu agent DEF, was not optimistic about the popularity of Chengdu in leaps and bounds.

Rabbi said: "Chengdu's pursuit of fashion is still at the initial stage of brand development. It may be difficult for people to accept such a leap."

"Flying red is a successful operation", Henry told reporters that he saw similar green shoes in Hongkong, China. For the "leap phenomenon", Henry thought it was a "successful operation".

As the regional director of NOVO, Henry seems that the leap is more of a romantic attitude towards fashion in Europe, especially the French, and is closely related to the great situation of China's Olympic Games this year. The excitement of Chinese elements is not surprising.

"The French prefer fashion to diversify." Rabbi, DEF shop owner, told reporters that his friends didn't wear jump shoes. He said bluntly: "it's hard to see in Chengdu that shoes like these shoes are still worn."

Rabbi thinks that Chengdu people's attitude towards fashion mostly stays in the stage of "recognition brand". Therefore, even if they choose more shoes, they will buy international brands such as Nike, Adidas, Converse and so on, instead of taking the leap as a tide card.

Rabbi also said: "the popularity of leaps in France also contains signals that the French resist the invasion of American culture. They prefer that fashion can be diversified and choose more."

In Rabbi's view, if fashion can bring localized symbols, of course, it will be better. In fact, leaps and bounds are quite localized brands, but unfortunately it has been packaged by the French.

How red is it?

Star: Orlanndo Bloom Orlando, who starred in the Lord of the rings and Pirates of the Caribbean (Bloom New), put on a "leap" when shooting a short film set in Manhattan, the movie "New York, I love you" (New York, I Love You).

In his dark green coat, he showed the most rebellious and unruly side of his cigarette.

Those shoes that are particularly striking on his feet are "leaps".

There is also news on the Internet that the hot cover girl Anna Nicole Smith (Anna Nicole Smith) will personally speak for the "leap".

Big card: Celine, "leaps" as a tide card has won the big name Pro gaze.

In March of this year, leapfrog and Celine jointly launched shoes.

As a famous French brand Celine, which has been selling high leather shoes, it has a history of sixty years, including women's wear, men's wear, leather goods, perfume and so on.

The price of this pair of shoes, which is hand in hand with Celine, has risen to 120 euros, and the price in China is not more than tens of RMB yuan.

On the Internet, more people have released the cooperation between Hongkong and NSBQ. The LOGO of both sides is very conspicuous on shoes.

Prior to this, the leap has also launched a special fund with Moto777.

Media: on the official website of French version ELLE and fashion show, we can see many fashion magazines' introduction to the leap and pictures of the models in the recommended shoes.

Including the French version of ELLE, Cosmopolitan (Fashion), WAD and other magazines, there are leaps and bounds.

And on the Sneaker website in Brazil, you can see the new "back shoes" recommendation - high Gang, black canvas shoes also have round LO-GO, red thin edge, looks very similar to the style of Converse CONVERSE.

Snap up: Shanghai has already heard the wind, and the rush to buy is not limited to Europe and America. In Shanghai, the Chinese manufacturer, Shanghai, Changning District, just 585 of Changning District's Zhengyuan Road, "big Bowen Shoes Co., Ltd.", there are countless men and women who are looking for shoes.

In the community of "leap" enthusiasts on the Internet, some people shouted that they had bought a pair of genuine "leap" shoes.

And the leash shoes, including leap, back force and Ospop, are now in a state of "luxury goods" and are hard to find.