Cover Benny Chee, co-founder of Anothersole, lets us in on his journey of creating the perfect pair of flats that also helps those in marginalised communities (Photo: Anothersole)
Benny Chee, co-founder of Anothersole, lets us in on his journey of creating the perfect pair of flats that also helps those in marginalised communities (Photo: Anothersole)
1 / 1
The co-founder of Anothersole lets us in on his journey of creating the perfect pair of flats while helping those in marginalised communities
It’s not every day that you get to purchase elegant and comfortable shoes while supporting a good cause—and brands like Anothersole are making that possible.
Redefining conscious shopping, homegrown brand Anothersole strives to make a positive impact in our wardrobes and beyond. The brand’s co-founder Benny Chee shares how they strived to build a “profitable business that gives back”. He explains that ten per cent of profits are donated to various organisations including World Vision Singapore and Mercy Relief, which help children in marginalised communities. “Think of it as Anothersole for another soul,” he says.
Founded in 2016, the brand has six physical stores in Singapore and an online site that ships to over 50 countries. To date, the brand has sold over 300,000 pairs of their bestsellers worldwide. Chee regards Anothersole as one of his most successful ventures, but getting to where the brand is today wasn’t all smooth sailing for him and his co-founder Phoebe Charn.
Read more: How Our Barehands is redefining ethical fashion through artisan empowerment
Above Anothersole's Anytime Flats (Photo: Anothersole)
Anothersole's Anytime Flats (Photo: Anothersole)
1 / 1
The perfect pair
For Chee, entering the industry was a happy accident. He and his business partner started the venture after deciding to produce their own shoe designs. However, they quickly realised that it would be a difficult feat—not only did they have no contacts in the industry, but the duo also lacked experience and knowledge of shoemaking. “One materials supplier laughed at us in our faces when he found out about this. He knew the trouble we were going to face later. He was right,” he says.
Determined, they inched their way into the business and started from scratch. As the footwear market was thriving, he knew their brand had to be different. Chee shares that they conceptualised and planned with a shared goal of doing good as a business. “We knew what we wanted to do from day one. That I believe was a critical moment for the business,” he continues.
Above Anothersole's Anytime Flats Hakucho (Photo: Anothersole)
Anothersole's Anytime Flats Hakucho (Photo: Anothersole)
1 / 1
Along with Charn and a team of technicians from Italy and Brazil, they took three years to perfect their first version of the Anytime lace-up flats. In preparation for its official launch, the brand decided to test the Singapore market by revealing its first collection at the 2018 Singapore Youth Festival (SYF). “People were surprised we were just showing and not selling,” he says. The brand officially launched a few months later and sold out almost instantly. “Demand outstripped our estimates,” he explains.
Subsequent years saw Anothersole attend trade shows and popups while upgrading its products to suit its consumers’ needs. The entrepreneur reveals that many things need to come together to make the perfect pair, including picking the right materials and sub-components.
Today, Chee is the managing director of Anothersole, while Charn is the director of product design. He describes working with Charn as a marriage: “You hang in there during difficult times and you will fight. But when push comes to shove, we will jump in to defend each other.”
Doing good beyond business
Above Chee in Dhaka, Bangladesh (Photo: Anothersole)
Chee in Dhaka, Bangladesh (Photo: Anothersole)
1 / 1
Anothersole believes in making products that last. For one, its shoes are made from goat or cow leather sourced from reputable tanneries in Italy, Spain and Argentina. The brand works with Leather Working Group (LWG) certified tanneries which adopt responsible practices and comply with European Registration, Evaluation, Authorisation and Restriction of Chemicals (REACH) standards. These standards mean that tanneries minimise pollution in their processes. Naturally luxurious, these leathers wear well over time and mould to our feet over time.
In case you missed it: Save for later: 7 gift ideas that support a good cause
The brand’s shoes are also made from various recycled materials for its uppers, trims and soles. For example, recycled polyethylene terephthalate (PET) yarn harvested from consumer waste is turned into bags and laces. The brand is also set to launch ergonomic footbeds made from plants and recycled plastic bottles. Not only are these footbeds earth-friendly, they are also breathable and provide ample compression and arch support.
Anothersole actively serves children in need around the world through its Buy One Feed One initiative. The brand’s donations contributes to supplying orphanages with food, funding certified school feeding programmes, and building sustainable communities for marginalised children to thrive. Chee shares that these organisations are helping those in need in Vietnam, Cambodia, Bangladesh and Gaza.
Above Belle Caramel flats and Knotty bag (Photo: Anothersole)
Belle Caramel flats and Knotty bag (Photo: Anothersole)
1 / 1
Constantly changing
Anothersole is currently in the midst of a transformation, says Chee—something necessary to survive in the industry. “In our entrepreneurial journey, change is the only constant. If we cannot adapt to changes in consumer preference, we will be eliminated by younger, hungrier teams … We don’t move slow,” he explains.
The brand has come a long way, but the journey has only begun. Anothersole continues to expand its collections to meet its demands, with its latest being the travel flats. Made with supple lambskin, these elegant flats are designed for all-day comfort, and easily slipped on and off. “They have sold out thrice and preorders are three months out,” he muses. From cushy sandals to customisable bags, Chee teases a plethora of new products in the coming months. While the journey for Chee and his team has been full of ups and downs, one thing’s for sure—they’re not stopping anytime soon.
Topics
Amanda Goh was the former senior writer for Tatler Singapore.
