Paired Power

It was in the wake of major trends for trainers and less formal work clothing that men were looking for a more versatile, comfortable and modern style of shoe design. They wanted dress shoes for formal and informal occasions that trod the middle ground between traditional oxfords and trainers and walked a different beat. Herein the dynamic duo of Abhishek Chopra and Sagar Sarin, stepped up the ante and brought forth Churchill & Company. As a successful career in footwear requires a breadth of creative, commercial and technical expertise, we speak to the non-conformists behind the label to understand their ideology behind the brand. Edited excerpts...

You both have come a long way after - Abhishek earned a business degree from Warvick, UK and Sagar was an B-Tech engineer who dabbled in automobiles. Both of you were caught by the entrepreneurship bug. What made you want to start your own label?

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Abhishek: I loved the classic style of dress shoes but always wanted shoes which were less regimented, and which could seamlessly blend into every occasion. When Sagar and I did our research we couldn’t find any suitable product that fit into this description. We wanted shoes that were versatile in appeal yet modern in feel, which could take you from day to night without a hitch.

What is your visionary design philosophy? What is the unique point that your label brings into the world of footwear design?

Our design philosophy is’ deconstructivisim’, it’s about building with your own vision and not relying on the traditional norms, we ensure that we maintain a fine balance between form and function. We have a trademarked the ‘Softheraphy’ technology which delivers a softer foot strike to the ground devoid of any stiffness.

The footwear market for men is still quite niche in India. How do you start your creative process while designing for the modern gentleman?

Shoes are a practical accessories, but we see them as an original and innovative work of art, for this the interesting part is to have and gain the knowledge of fashion trends, different type of materials and design techniques to conceptualise and develop footwear designs.

The fashion design industry is highly competitive because of which it becomes extremely important in making the right connections and we work with a top design house in Northampton, England who have built their reputation and expertise over generations working alongside top luxury design houses.

Do you ever read fashion or design magazines for inspiration?

We do keep a close watch on trends and trend forecasts when it comes to fashion and design, both for men and women, it is critical to be on trend when it comes not only to design but materials and most importantly the technology today, which can help us to upgrade the product quality and the aesthetics associated with it. It is our constant endeavour to improve on all aspects specifically the ones which our customers and critics write to us about. We believe strongly in collaborating with experts and designers from across the spectrum for inspiration.

Many people have passion projects, but they lose steam after a certain point. What has been the biggest factor motivating you to actually keep going with this venture?

Abhishek: 4 years ago, I decided to quit the corporate life so that I could embark on an entrepreneurship journey for something I truly loved and believed in — dress shoes. The biggest motivating factor for us, is that we are at the cusp, wherein trends indicate that the premium and luxury end of the Indian fashion accessories market is expected to grow at a higher rate than other segments; as the affluent consumer group is increasingly considering fashion accessories as a means to reaffirm their identity and to distinguish themselves from the masses.

What have been the challenges and struggles in your entrepreneurship journey till date?

Every entrepreneur faces their own share of struggles and challenges, for us the challenge is based on the product quality and we have converted it into an obsession for which we have spent close to 18 months perfecting the craft. This zeal sets Churchill Shoes apart from the rest, as it is that one shoe which undergoes 252 steps to get the right fit, balance, and finesse.

A team of more than 75 experienced craftsmen, work to prepare each new collection which takes more than 2500 hours to design and manufacture. The other challenge has been, in making sure that we build the brand in a phased manner for which we are deploying the ‘create-build- expand’ marketing strategy, wherein we address the core needs and insights of our target audience as we move in the build phase of our venture.

Can you tell us anything about your upcoming collections?

We have laid the roadmap for our brand whereby it builds a strong connection with its core target audience by harnessing the power of socially savvy brand advocates who are inspired by a shared sense of purpose. Taking this on board the following collections are lined for our journey ahead — Spring Summer 2020, Sneakers 2.0, and Softheraphy Deck Shoes.

From the February 2020 issue of FHM India.