INTRODUCTION
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A FLUEVOG SHOE isn’t just any shoe. It’s not just
something to get you from point A to point B. A Fluevog
shoe makes a statement. It says, “I’m happy to make
my own path, to dance to my own tune, to walk my way
and no one else’s.” Sometimes, it just says, “I’m happy.”
A Fluevog shoe is a well-made shoe. It’s usually a
pretty comfortable one, too. It stands out in a crowd
with its unique shapes and vivid colours and handmade
details. It looks at once retro and futuristic, orthopedic
and sexy, practical and wildly whimsical. There is nothing
else like it.
For starters, there’s that name. “FLOO-vog.” What
does it mean? Where does it come from?
It’s the moniker of one John Fluevog, who has been
selling, making and designing shoes on the edge of the
continent, in Vancouver, Canada, since 1970. Today he
has twenty-seven stores in Canada, the United States,
Amsterdam, and now Melbourne, Australia, as well
as a thriving online retail business. His boutiques are
some of the last independent stores left anywhere
in the world where the owner is also the designer.
His business and brand are truly unique.
There is a worldwide Fluevog subculture. Fluevogers
recognize each other through their cute Minis and glam
Munsters, their jaunty Derby Swirls and the toe bump on
a Swordfish boot. As soon as they recognize a kindred
spirit, the stories start. They reminisce about where
they bought their first Vogs and commiserate over the
unicorn that got away. They shop for pre-loved Vogs at
the FlueMarket; they peruse the Flueblog and vote on
VogPopuli; they look up styles of yore in the Flueseum,
perhaps with the help of a Fluevogologist.
Funnily enough, the family name wasn’t Fluevog to
begin with. It was Nielsen. Could you imagine? Shoes
by John Nielsen? Those would be pretty boring shoes,
don’t you think?
Turns out Fluevog works pretty well as a noun, an
adjective and a verb. It’s odd and slightly comical. It’s
just difficult enough to say that you’ll never forget it, but
not so tricky you’ll give up trying. It conjures the idea of
little animals: there’s a little fluevog, how cute! And kids
love that F thing. So do grownups, come to think of it.
INTRODUCTION
“The first time I worked
with John, I asked for
wooden clog styles.
John said, ‘No problem.’
He hand-carved them
himself in his garage!”
ANNA SUI, FASHION DESIGNER
It’s cute and it’s fun, but don’t be fooled: John Fluevog
Shoes is also serious business.
John Fluevog started out selling shoes—really cool
shoes—in the historic part of Vancouver known as
Gastown. He was the first to bring Dr. Martens to
Canada, maybe to North America. He was one of
the first to start selling shoes online, too. He tapped
into hippies and disco, punk and grunge and house.
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But he had an untapped artistic bent of his own, a love
of unusual shapes and lines and bold colours, and it was
only a matter of time before he started designing his own
shoes. You’ve seen them on Lady Miss Kier and Madonna,
on Alice Cooper, Jack White and Lady Gaga. You might
also have seen them on your lawyer, your doctor, your
dentist, on the person who teaches your kids music and
the barista who’s making cappuccino art at the hip new
joint in your neighbourhood.
Fluevogers are everywhere. They’re just not everyone.
John Fluevog is an astute businessman, but not a
conventional one. His journey to commercial success has
not been easy or straightforward. He has loved and lost,
hovered on the edge of bankruptcy more than once, and
even skirted the law to keep things afloat. Angels have
been there to help him when things have been particularly
hard. He believes it’s because his journey is not yet done,
that he has more to say, more to do.
Speaking of saying things. Many of his shoes come
with a message. The messages are the essence of John
Fluevog. They are a little bit corny, a whole lot heartfelt,
and a much-needed antidote to this most cynical of eras:
“Stay sharp!” “To love or to hate, the choice is yours.”
“Share your cool…increase your daily hugs.” “Reach for
the