Introduction:
Today age is not as crucial to how we dress as it once was. The important thing is how we feel.

People grow older and represents an increasing gruoup of affluent costumers.

Therefore this assignment was to make a small collection targeting women aged 65+.
They do not want to compromise on their appearance just because they get older.
Many are still working and are active in their leisure so the shoes must be both pretty and practical.

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We should base the collection on an already existing brand which is not already working with these types of products.
I chose The Masai Clothing Company, a Danish brand that already has this costumer as their main target group, but does not yet produce and sell shoes.

The Main Costumer's Expectations:

- "I like when it is tasteful, it can not be too old and boring" - Susanne, 66.

- "Good quality, good looking. The colors has to be classic; mostly black or light colors in the summer" - Elisabeth, 85.

- "They have to be very soft and very well fitted" - Susanne, 66

- "I do not want cheap synthetic materials. It has to bee natural materials and just good quality, basically" - Elisabeth, 85

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Material:
I chose to use organic hemp as the main material for the shoes' upper.

Hemp production require only half the amount of water compared to cotton production and hemp produces twice the amount of fibres in the same amount of land. Hemp does not need any pesticides to grow and it is both breathable and anti-bacterial. The fibres are strong and durable and will not break down from wear and tear nearly as quick as cotton fibres. 

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What about leather?

Leather, the main material for making shoes, is a popular material primarily known for being a natural material both breathable and flexible, but the production of leather uses 20 times more energy than the production of synthetic materials and pollute both ground, air and water environment around the tanneries.

Lining, Insole & Outsole:
Therefore, our insoles and lining be made of a synthetic material from Italy, which is breathable, absorbent, flexible and antibacterial while it is 100% free of solvent (dimethylformamide) and consists exclusively of water-based resin PU leather.
Our soles are made from a blend of recycled rubber and natural rubber, our glue is water-based and non-toxic.