In my last update, we rebranded to CaretsCo.Com, stocked our V4's, offered some Thanksgiving promos, and reminded return customers that they have credit earned from past orders.
In this newsletter, I'll go into:
I. Shipping Now, Jan 2018, and Mar 2018
II. Expecting Shoes?
III. My Mistakes
IV. Dress Boot 01
V. Win a Free Pair of Carets - Charity Competition
The ZETONE Plain-Toe Oxford in Black is fully stocked and shipping now in all sizes. The FER Cap-Toe Oxford in Black and Oxblood are stocked and shipping now in some sizes, but other sizes have already sold out. Y'all really want these V4's!
We have a restock that is already at the border, enroute to our Utah warehouse, and will be shipping to you guys in January. Another restock is scheduled for March. When you select your size, it will tell you whether they are Shipping Now, Jan 2018, or Mar 2018.
Do you have a pre-order that you expected to ship by now?
- AND -
You and I have NOT communicated about it?
Please hit REPLY and we'll get it sorted out!
Since coming up with the "barefoot dress shoe" idea in 2010, I'd say 2017 was the most eventful year of our company's history. Here's everything that was NEW this year:
What a year!
While still feeling grateful for it all, I also want to acknowledge and address the many mistakes I've made getting all these new things together.
A lot of these mistakes were brought to my attention by you super-customers, who write me detailed and candid emails with multiple annotated photos. Thank you so much. You're helping not just me but others who might have the same issue. And so I'm writing this also for the guys who do have the same issue but didn't write me, to let you know: I'm on it ;)
Another reason I want to share these is because of Ryan Holiday's blog post, The Unstoppable Power of Greeting It All With A Smile. It's nice to be able to not only look back on these mistakes with a smile, but to deal with adversity in the present with a smile. I hope you can laugh along with me at me.
This was also inspired by Shoe Dog: A Memoir by the Creator of Nike. Phil Knight's candidness is a big part of why this is now my favorite business autobiography. Many of you have wrote me saying this is why Carets are the only business newsletters you actually read =)
Alright all you thirsty boot-lickers! (no offense, I wanna lick 'em too).
I told you I went to Mexico back in October to oversee production, develop a new last, and develop new dress boots. Since then, I've only talked about the production, as that was more pressing and filled our newsletters all on its own. Now I have some space. Here is a little Christmas gift to y'all: a look at the first dress boot prototype we made on a new last.
LAST: You notice the last of these is quite different from anything we've made, right?
It looks Italian.
I reduced toe spring, made wide parts wider, made narrow parts narrower
I do feel some pressure on the outer edges of my big toe and pinky toe, so I'm going to make the sides steeper to make room for them.
This last is also made with a removeable footbed, in order to give more fit options.
EYELETS: I was inspired to try blind eyelets because of these Meermin boots. But when I got this prototype, it reminded me of a tall chukka, and so it looked less dressy to me. While the Meermin boots have blind eyelets, they have visible hardware in the speed hooks at the top. I think that boots look better with some visible hardware, so I want to request color-matched eyelets in the next prototype.
SPEED HOOKS: I'm not sure if I ever mentioned this, but I opted out of speed hooks because one time I was "tired" leaving a house party and I found the speed hooks difficult. And you want your boots securely fastened when you're "tired", you know?
QUARTERS: I wanted to try quarters that are closer together because I think it looks more formal. However, quarters further apart allow for more adjustment to personal fit.
PULL TAB & EXTRA LONG TONGUE: I asked for these features to make it easier to grab when you're putting your boots on. (And they look cool. Maybe that's the real reason?)
That's all the design details I have thoughts on. Feel free to share your thoughts on the above, or things I haven't mentioned too.
I was thinking about all the advantages I have/had.
Most of us are lucky to be in successful jobs and leading healthy lives. This Christmas season, we want to continue the spirit of giving from Thanksgiving. To do so, we’re going to give away a pair of Carets to the person who donates the most to charity.
A few ground rules:
We’d really appreciate it if you would take a picture with our shoes but we understand if you’d prefer to win anonymously.
On a final note, Santa didn’t give us a present this year. If you want to make our Christmas extra merry, we would be grateful if you supported our cheer by getting a pair of shoes on our site. Use code XMAS7 for $50 off before the 2018 starts!
That's it for now! Thank you guys for a great 2017, and we wish you a lovely 2018 ahead! Happy Holidays!
Mountain Evan Chang
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In this newsletter, I'll go into:
I. Production Updates
II. Why I'm Calm This Time, Despite Delays
III. Side Zippers & Removable Footbeds
At left is a typical dress shoe, same size and same Wide width. You can see that it is still 1 or 2 cm longer than ours. Most sleeker dress shoes have a fair amount of unoccupied space in the front. We took advantage of that and used it to give you a wide toebox without looking like it. Dress shoes get even longer if we start looking at chisel-toe and pointy-toe styles. But even though these conventional dress shoes are longer, you still feel cramped because of the heel lift and the fact that their shoes are widest at the ball of the foot. Ours are widest at the toes, as a foot naturally is.
Regarding groundfeel, Chronology's outsole is 4mm thick, with another 4mm of leather and cork between that and your feet. The polyurethane we use for the outsole was selected for durability, which is more important than groundfeel in a shoe like this. The 2-part (polyurethane + leather/cork) design allows for the shoes to be resoled like good dress shoes and unlike most minimalist shoes.