Tretorn brings back footwear's classic sophistication in the country

Loris Spadaccini, general manager of Tretorn lifestyle division and Tretorn North America

Once upon a time, wearing Tretorn was the “in” thing. Today—with a much bolder, exciting style—the rejuvenated stylish Swedish shoe brand has staged a “comeback” like no other. Once more, as it was before, it is “cool” to wear Tretorn.

Backed by 120 years of experience in shoe-making and design, Tretorn stands out from the rest with its classic, sophisticated lines of footwear. In a mission to further expand its presence around the world, Tretorn has recently set up shop in Manila—the first outside the United States (where the brand's marketing and creative team is based).

“What sets Tretorn apart is its simple Swedish design that is classic, timeless, and well-made,” said Boston-based Loris Spadaccini, general manager of Tretorn lifestyle division and Tretorn North America. He was in town to personally help in  opening the Tretorn store in Robinsons Galleria.

Earlier this week, Tretorn held a mini-fashion show outside the the new store, attended by the press and a handful of celebrities, to mark its opening. (See 12 high quality photos from the event here).

Today, Tretorn is available in 35 countries, including the USA, Australia, New Zealand, Sweden (where the brand was born) and other European countries. 

According to Spadiccini, the Philippines has quickly become the shoe brand's biggest consumer market in Asia—even bigger in neighboring countries like Japan and Korea—since a year and a half ago when the brand started to make its presence felt again.

“I knew there was potential here [in the Philippines] but I was surprised at how well the brand did—and is doing—here,” he said. “With the new store, we can only expect better things to happen.”

What spearheaded this renewed interest in the brand is its “repositioning” to a more lifestyle-oriented one that is fashionable and trendy. From its conventional tones of light colors, the brand now features pieces with bold and bright colors and modern designs reflective of the times.

“The challenge for us now is how to please and cater to different generations of consumers—there are those that grew up with the more conservative side of Tretorn in the 1980s and the younger ones who are more into the casual look and feel of the shoes,” he said.

More than the boutique’s clean and classic feel, what really draws the customers in are the shoes. Over the years, Tretorn has evolved from a company that produces rubber boots for farmers; to the brand of choice for tennis players; and now with more casual, lifestyle-ish options.

Tretorn's sneakers now exude a cool, casual look, perfect for every outdoor adventure. The spotlight is on the Skymra Canvas sneakers that is created from lightweight material to ensure more stress-free outdoor activities. The Skymra’s rubber outsole ensures maximum grip and traction.

There's also the classic Nylite, a shoe line that features a durable textile upper, a trendy V shaped toe area, and a vulcanized rubber outsole. The more attention-grabbing models—the Skerry boots for women and Strala boots for men—is also available for Filipino Tretorn lovers in vivid yellows and blues and olives. 

Spadaccini said: “People continue to trust the brand because of the reliable product we produce. Our customers embrace the value and the history that comes from getting a pair of Tretorn.”

RELATED BLOG ENTRY: PHOTOS: Tretorn store in Manila launches with mini-fashion show