25 April 2008
	REAL PEOPLE DOING UNREAL THINGS Sneaking in style By Kgomotso Mathe

There is a new name in SA's footwear industry, and it aims to take on international brands made in China, such as Nike, Adidas and Puma. Toffies, an exclusive range of sneakers, is designed and produced by Cape Town entrepreneur Peet Pienaar. Pienaar (36) hopes to take on the international giants in the footwear industry while at the same time repositioning SA's shoe design market. The Toffies idea was conceived after Pienaar met Laura Villasenin, a Spanish shoe designer. He collaborated with her and gained insight on how Spain recovered after its footwear market was hijacked by China. Besides the well-known Tsonga brand, few shoes are designed and produced in SA. China accounts for a large amount of imports into the country. Pienaar says he realised that reviving the industry in SA was important for global competitiveness. "If Spain spent five years rebuilding its shoe factories and market, I don't see why SA can't do the same," he says. He launched Toffies last December and has since sold 500 pairs. "We are working with the international media to get our product out there, and it has worked, because the Americans are showing an interest in it," he says. The sneakers are locally produced, using high-quality leather. They're priced to compete directly with international brands and are selling at R820/pair. Part of the proceeds go towards subsidising school shoes for underprivileged children. Though the range is available to an exclusive and select clientele at present, Pienaar says this is "only a brand-building strategy". Pienaar runs a design studio in Cape Town and has been in the industry for 10 years. He admits, however, that competing on design could be a major challenge. "If you decide on a style with two stripes on the side, you can't help but immediately realise that Adidas or some other brand has already done it. So you have to be creative and original." For Pienaar, designing the shoe is not the only challenge, particularly because he lacks hands-on production experience. "I used to just design," he says. "But now, I have to know the type of leather to use and the type of stitching to apply, and it's a constant process of learning for me." Pienaar is aiming for rapid growth and hopes to up his production levels. "Factories are not fully utilised and our aim is to manufacture at least 1 400 units/day," he says.