Storied American brand Cole Haan has launched The Driver Shop, allowing consumers the opportunity to put their own spin on the brand’s Grant Driver. Options include a kaleidoscope of leather and cord laces, which can be left natural or finished with barrel knots, tassels or metal aglets, while a colorful array of kilties add a nod to the shoes’ golfing origins. The program has rolled out in six retail locations, where on-site “mechanics” will outfit shoes to customer specifications by appointment or while they wait. And for a limited-time only, colehaan.com will offer customized drivers inspired by the spirit of select American cities.
“In a world obsessed with purely digital customization, we took a unique analog approach to creating an experience for our customers to have some fun and create their very own personal driving shoes,” says David Maddocks, chief marketing officer. The Driver Shop is available online and the customization service is available at Cole Haan flagship stores in New York, Boston, Chicago and Atlanta as well as other select locations. Prices start at between $148 and $168, and laces, tassels, aglets and cording are $5 each, while kilites are $10 each.