In collaboration with Convergence, VOICE OF ASIA is proud to present timeless articles from the archives, reproduced digitally for your reading pleasure. Originally published in Convergence Volume 9 in 2011, we present this story on CHARLES & KEITH, two brothers taking the world of fashion with their brand.
There must be something about small islands in Asia and brilliant shoe designers. The person that first comes to mind is, of course, Datuk Jimmy Choo – the man from Penang who wowed the world (and also celebrities and royalty) with his genius creations. Then there’s Beatrix Ong – born in London, but brought up in Hong Kong – who has been hailed as the New Choo.
Not too far away from Malaysia – on yet another small island, which is Singapore – two brothers have been making their mark in the world of shoes. They are Charles and Keith Wong, and in this issue of Convergence, we shine the spotlight on the siblings and their eponymous brand which has won the hearts (and feet) of women around the world.
Style and Comfort
Trendy, comfortable and versatile… these are words that best describe a CHARLES & KEITH creation. More than just eye candy, the brand’s extremely trendy, versatile yet affordable shoes have gained a reputation for being absolutely delightful to wear, stylishly cocooning the feet of its aficionados, while providing relief for the soles.
Such is the dedication of the Brothers Wong to perfection in their art and craft, each and every one of their designs reflects that painstaking attention to detail and aesthetics, which have made CHARLES & KEITH the brand to be seen in. However, great designs are not the only ingredients for a successful enterprise.
There is of course that business-savvy instinct which has seen them expand their operations to 170 outlets around the world, as well as the inclusion of accessories such as handbags, sunglasses and belts to their sole range. All in all, we can see why the company and the label are on the up and up.
Humble Beginnings
It has indeed been quite a journey for the duo. One that has taken them to a world far beyond their father’s little shoe shop in Ang Mo Kio, Singapore, where they first cut their teeth in the business at a young age. It was an apprenticeship well worth it, as they learnt not just about shoes, but also the nuances of running a trade.
At the age of 22, Charles Wong – who was by then already managing his father’s business – decided to set off on his own. The year was 1996, and the start of what would become CHARLES & KEITH was a humble 300 sq. ft. shop in the Amara Shopping Centre. Two years later, younger brother Keith joined, and the outlet – which sold affordable women’s shoes made in China and Malaysia – enjoyed moderate success.
That however was not enough for the brothers. Just as how necessity may be the mother of invention, it can also be said to be the parent of transformation. With Singapore growing in prosperity, Charles and Keith soon found themselves facing stiff competition as more competing boutiques sprouted up.
New Horizons
Eager to flourish the business he founded, Charles began to look for that unique selling point which would make their shoes stand out from the rest. He soon realised that depending on suppliers to provide them with shoes made the shop very dependent on “me-too” designs. In order to ensure that their shoes were unique and different, the brothers needed to change the way they played the game. And so they did, when they started designing their own shoes.
The brothers’ decision to shift from merely peddling shoes to designing them soon resulted in an increase of people patronising their shop. Soon, they were able to expand beyond the confines of their boutique in Amara Shopping Centre, and have since gone on to open 12 outlets in major shopping malls throughout Singapore.
Undoubtedly, one of the main factors behind the success of CHARLES & KEITH as a business has been the brothers’ ability to work together and to bring unique strengths and talents to the table. While Charles takes care of the business and marketing side of affairs, Keith – the creative one in the equation – has infused his designs with a classy contemporary style that have made them objects of desire.
The brand’s famous stilettos are a perfect manifestation of this in action. A pair of high-heels from CHARLES & KEITH can be said to be works of art on their own, as they have been fashioned with the modern day woman in mind – chic, stylish, and with a certain edginess and je ne sais quois. A CHARLES & KEITH original is one that is finely balanced between the seemingly dichotomous worlds of traditional aesthetics and modern-day flair.
The label’s Autumn/Winter 2011 collection proves this, with the neutral colours of beige, grey and brown on the heels, acting as counterpoints to sleek and eye-catching designs. More importantly – and although it has already been said, it cannot be emphasised enough – a pair of CHARLES & KEITH’s do not just look pretty on the feet. They are crafted to provide maximum comfort. To paraphrase that famous song from Nancy Sinatra, these shoes are indeed made for walking.
About Charles Wong
Age 37, Charles Wong is one of Singapore’s youngest entrepreneurs and the elder half of the sibling duo behind CHARLES & KEITH. The Managing Director of the company, Charles along with younger brother Keith (who is in charge of the design aspect of the brand) has turned CHARLES & KEITH into an internationally renowned shoes and accessories brand. Recently, the company received a vote of confidence when top fashion brand LVMH bought a 20% stake in it.
Charles Wong was the recipient of the Entrepreneur of the Year Award by the National Youth Council in 2004, the winner of the ASEAN Youth Awards in 2005, Entrepreneur of the Year Award 2008 – A Rotary-ASME Award in 2008, and also the Enterprise of the Year Award 2008, which was jointly organised by The Business Times and DHL.
From Singapore to the World
Unsurprisingly, the CHARLES & KEITH name soon spread beyond the shores of Singapore, and in 2004, the brothers expanded the brand to the Middle-East – namely Dubai, Bahrain, Oman, and Saudi Arabia, with Egypt and Turkey having since followed. More than just spreading its wings physically, CHARLES & KEITH also broke new ground that same year, when it became the first Singaporean retailer to launch an online store, thus providing an extra avenue for devotees to get their fix.
The range of offerings has also evolved significantly. Having already made their mark with women’s shoes, the Brothers Wong turned their attention to the hitherto unexplored world of men’s footwear in 2005 with the launch of Pedro – a label which has since gone on to become a luxury label for both men and women.
Another line expansion took place in 2007 with the introduction of the CHARLES & KEITH Signature Label. Featuring shoes made from genuine leather and with a more refined style, the Signature Label has won the hearts of those upmarket clients who wish to have something more than an ordinary pair of CHARLES & KEITH gracing their feet.
Furthermore, to cater for the varied needs and wants of their customers, the design team has also grown considerably, with Keith now leading a line-up of 70 designers. Apart from bringing out new designs each month, the team members also pay regular pilgrimages to capitals such as Milan and Paris, so as to understand the latest trends in the world of shoe design.
But of course, at the end of the day, each and every pair of shoes that bears the name CHARLES & KEITH is uniquely theirs’s alone. By blending their own sense of aesthetics with fresh and contemporary styles, the CHARLES & KEITH design team has helped the company capture markets in 22 countries around the world. One such market is Malaysia, where Charles & Keith can be found in nine locations throughout the country.
