Dechase is a shoe brand with an Ethiopian edge. The brand not only sells direct to consumer, but also has several wholesale partners. For example, the brand is available in the Benelux and France with a total of ten doors. FashionUnited submits founder Tewodros Dechase six questions in writing.
Can you tell us why you founded Dechase?
I went to Ethiopia as a physiotherapist in 2016 to do an internship with the national athletics team. Together we trained there in preparation for the Olympic Games in Rio de Janeiro. The preparations for that were in Addis Ababa and I arrived there in the middle of the rainy season. I had not taken into account the bad weather and only brought sneakers. One day I walked into a barbershop and the barber was wearing really nice leather boots. I immediately asked where the shoes came from. Shortly afterwards I was escorted to a small workshop where I could buy these shoes. I brought a pair for my girlfriend at the time and after my arrival in the Netherlands I received compliments on all sides about my boots. I started to itch a bit, but after I received an order from a store that immediately wanted 200 pairs of shoes, the choice was made. I stopped my physiotherapy studies and started to focus 100 percent on Dechase.
How would you describe Dechase as a brand? What is the USP?
Timeless shoes made with pride in Ethiopia. We are one of the few brands that produce in Africa. We want to show that the highest quality can also come from Africa. And because almost the entire supply chain is located in Ethiopia, we indirectly invest back into the local economy.
Who is Dechase’s target group?
The conscious stylish customer. We believe that the dress shoe belongs in everyone’s wardrobe just like the sneaker. Our shoes are produced chrome-free, a sustainable way to produce leather. We hope to be the sustainable choice for the customer who is looking for boots, loafers or Chelsea boots.
What kind of retailers would you like to work with?
The unique multi-brand stores in the Netherlands that also dare to tell new stories in fashion.
What are the future plans for the brand?
We are very busy expanding our collection, next year we will also introduce slides in addition to boots. We also have the ambition to open a flagship store where we can tell our story.
What is Dechase’s ultimate dream?
To show the world what beautiful products come from Africa and to be available in stores worldwide.
Source: fashionunited.nl by fashionunited.nl.
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