| Work wear has to be three things: durable, | | | | One big name in fashion shoes is traditionally a |
| protective and comfortable. These considerations | | | | manufacturer of construction vehicles. It seems a |
| don't always apply to fashion clothing, as women | | | | giant leap of faith to go straight from |
| easily wear shoes that are more akin to torture | | | | manufacturing construction vehicles to releasing a |
| implements, and men's shoes that look | | | | fashion footwear line. Yet, by 2005, the vehicle |
| sophisticated are often uncomfortable. Perhaps it's | | | | manufacturer had sold 57 million pairs of shoes |
| no surprise then that work wear has been used | | | | over a period of ten years. Experts attribute the |
| to create industrial chic fashion: large boots and | | | | brand's success to their success in creating reliable |
| caps emblazoned with a work wear | | | | machinery for the construction industry. People |
| manufacturer's name are about as fashionable as | | | | assumed that the footwear would be as tough as |
| you can get. But how did this come about? | | | | their machinery and the shoes are well-respected |
| In Japan, their construction work wear is a | | | | for their durability and they exude power and |
| combination of traditional Japanese clothing and | | | | strength. |
| practical European designs. Then in 2005, the | | | | But the real reason for the transformation from |
| designer, Bernhard Willhelm, took from the outfits | | | | dirty and dangerous work to fashion clothing is |
| worn by Japanese construction workers (called | | | | that work wear suppliers have responded to the |
| Tobis) to create his spring fashion clothing line. | | | | demand in the market and started customizing |
| From then on, Tobi fashion clothing stores started | | | | work wear to look mainstream and to suit all |
| springing up all over Tokyo, to the point that even | | | | tastes. Just like sportswear manufacturers such |
| children's clothes were made in the Tobi style. | | | | as Adidas did by creating all different lines of |
| This has also had repercussion in the construction | | | | urban fashion clothing, work wear manufacturers |
| business. Now workers can walk into construction | | | | have started tapping into the lucrative consumer |
| clothing shops and be faced with colourful | | | | market too. This is a win-win situation because |
| hardhats and overalls, making the work place also | | | | people are assured of comfort and durability for |
| a place of fashion and fun. | | | | their everyday activities with work wear lines. |