Welcome to the
New Republic

NR x MENLO
McNAIRY
BRAND LAUNCH
FOOTWEAR

Stylish shoes for any occasion,
direct to your closet.

Buying shoes can be a time consuming and stressful experience. Most guys dread going to the mall, and shopping online can become a blur, to find shoes for work or a special occasion.

That's why fashion designer Mark McNairy wanted his New Republic shoe brand to go directly to the customer. The message was simple, help customers treat shoes as a centerpiece to their outfit, rather than an afterthought, and send them that perfect pair.

Goal:    Brand Launch
Role:    Art Direction, Design
Scope: Design ➝ Production
Creative Direction: Mark McNairy, Andres Izqueta
Photography: Chris Thompson, Justinne Enriquez
UX/Design: Simone Wickes
Developers: Reef Rox,  Adam Ayers
Additional Design: Eddie Chan, Mackenzie Anderson

— Brand

Like anything within fashion & ecommerce, things tend to move quickly. Working with Mark, we streamlined the process and referenced the clean, muted and modern elements found in his other labels to create an identity that fits within his high quality craftsmanship aesthetic.

A simple, yet bold, look was our goal.  A warm color pop set against a masculine palette, classic bold typography and the expert tone that reflects Mark's years of experience for a luxe and modern vibe.

— The Shop

Before the online shop was launched, and extensive photography and retouching phase was necessary. Since we wanted customers to easily fall in love with the shoes, they needed to be well lit and next to flawless. Referencing product from other high-end brands in the industry, we wanted our photos to give users the ability to easily recognize the finer details in the shoe, so it could look and feel like a product of a higher caliber, something that didn't always come with a low price point.

In defining the photo guidelines, shoes were shot at multiple angles to highlight texture and craftsmanship. The 3/4 angle was to be the primary look for all styles and the main image for the store. Various other angles and detail photos showcased the materials and construction and emphasized what kind of premium product it was.

— Campaign

The strategy for the launch contained two objectives – showcase the product in a high-end luxurious way and introduce certain styles specific to the "occasion".  The occasion based strategy stemmed from the user data we gathered from our subscription members at Five Four. We noticed that quite often, men only bought shoes for specific occasions and settings and quite often were in a rushed state during the shopping experience. With the two lanes of the campaign, we aimed to address and help solve some of the friction in shoe buying.

Our team explored some of the most common scenarios in which guys would need to have a shoe that was appropriate for the setting and that they felt confident wearing. Most situations fell into the "event" category, which included weddings, graduations and other more formal environments. The other category was mostly comprised of "professional" settings, like the office or at networking events. The team and I produced lifestyle shots for these occasions and they all included the shoes being worn in a realistic way.
The product photos were set up as collections, with shoes on box risers and set against sleek backdrops with elegant props. Grouping these styles together allowed us to showcase a variety from which our members can choose from. If they were attending a formal or work event, they could easily see the many different styles of shoes that would be considered appropriate to wear,

This helped shortcut the time it typically took to find a style of shoe that you'd be excited to wear.

— Launch

The response from the fashion press was very positive, with several notable blogs and editorials excited to see a brand work toward solving such a ubiquitous challenge for men. A popup space during Men's Fashion Week NY allowed everyone to see the product up close and really grasp the vibe of the newest brand by Mark McNairy. It was modern luxe at an affordable price created for the common man.

Debuting the brand to our club members came with an overwhelming response. Several styles sold out in the first week, with others within the month. Once everyone could finally see the product, finally get their hands on a McNairy piece, Club membership grew enormously in the months that followed. The feedback from the Club showed us that we still had room to grow.

Even with some styles completely selling out in days, members wanted more, so we quickly got working on our second delivery of shoes that focused on more contemporary styling, rather than just the classics.


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"The New Shoe Line That Has Everything Your Work Wardrobe Is Missing"

- GQ

"This is a perfect chance to diversify your footwear."

- AIROWS
Next: Humboldt Brand
Los Angeles, CA
hello@aguadulce.studio