thelma success story
THELMA loafers aims to create uncomplicated essentials that fit the lifestyle of a woman who is quietly aware of who she is and what she likes.
The story
Challenge
“THELMA began as a quest to create the perfect modern, feminine take on the loafer. As a lifelong lover of loafers, because they are both practical and polished, I still struggled to find the perfect pair. I wanted to create a pair that added some feminine touches, like a slightly higher block heel and a softly pointed toe, and wanted them to be well-made”.
- Amanda Greeley, USA
Outcome
THELMA loafers are 100% Made in Italy and they are created sourcing the best suede leathers, handmade sewings and a full wood block heel.
Design
Thelma provided a moodboard and high-level sketch. ISM Design Team interpreted the design and created 3 professional sketches for Thelma to review, then finalized on 1 design.
Prototyping & Sampling
Logo details and specifications were provided by Thelma. ISM worked on the prototype and made the final sample, here shown in suede leather, calfskin biscotto lining and full wood block heels.
Packaging
ISM took Amanda’s idea of a drawer style shoe box, with fabric pull tab and specified pantone colours to design the packaging and created a rendering, while the dust bag was made in raw canvas.
Production
ISM worked closely with the tannery to source the best Italian leather for bulk production, including a flame red, a rosa pink, and a custom-made forest green colour in suede.
