Base London launches young footwear brand

Footwear brand Base London has launched a new young men's fashion brand Fish 'N' Chips by Base London for Spring Summer 2010. A range of graphic heavy, printed canvas shoes and boots, inspired by music and modern youth culture, make for a new move into a different sector of the footwear market.

The Fish 'N' Chips by Base London Summer 2010 collection focuses on geometric, floral and 80s influenced prints on lace ups, slip-ons, and lightweight boots, all on an original rubber sole and displaying a distinct gingham tablecloth printed inner sock.

'Fish 'N' Chips is a bold new venture for Base London' claims Ian Cartwright, Base London's Managing Director. 'Fish 'N' Chips will display all the high quality characteristics that Base London is renowned for; style, innovation and great value for money and allows the brand to enter another sector of the market, building on the brand's success and appealing to an even wider customer base. The addition of the Fish 'N' Chips sub-branding gives us greater flexibility to demonstrate the playful side of the brand'

Base London was founded in 1995 after a niche was spotted in the market - branded mens formal shoes for the high street. Previously consumers had the choice of own label or exclusive designer names with nothing in between.

The Base London Brand was launched at around the same time as the lads' mags hit the shelves for the first time. These provided the perfect platform to talk directly to the target audience. Keeping in line with consumer needs, the footwear range was expanded to include more casual styles. Base London rapidly earned an excellent reputation for high quality, affordable designer mens shoes and remains market leader in this arena.