Introduction to Herbert Levine
The design of Herbert Levine can be rooted in the OG, but the CEO, Maccarrone, does not intend to rest on the laurels of the name when it comes to brand messages. According to Maccarrone, Houston’s immersion in the world of Herbert Levine means that Herbert Levine 2025 does not have to communicate in detail about the legacy. "We don’t want to be so nostalgic to talk about the past," says Maccarrone. "Inheritance is something you own. You have it, you don’t have to speak that much. It is important how you use what you have, really mix it, reinvent it in a very sophisticated way and bring it onto the market."
A New World of Herbert Levine
The vision of Hudson and Maccarrone for Herbert Levine in 2025 is to offer something new and different that is already on the market. It is not a big performance. "With so much satiety, it is really difficult to be different," says Houston. "And this is a main goal of what we want to do: We want to make sure that we are different, but accessible and portable, also with this turn of design, innovation and technology."
Key to Herbert Levine Shoes
Transparency is the key to Herbert Levine shoes. The brand ensures that no paragraphs are "too high" to ensure that the shoes are wearable. This approach is a departure from the common practice in the luxury industry, where brands often prioritize aesthetics over functionality.
Avoiding Complacency
Luxury brands have been criticized in recent years for becoming complacent, focusing on economic problems and spinal marketing based on fame in terms of aesthetics and creativity. Both Houston and Maccarrone intend to go in the other direction, focusing on creating a unique and authentic brand experience.
Heritage and Tradition
The Herbert Levine team wants to grow the brand’s heritage and tradition, which dates back to the 1960s when the shoes were delivered to Rolls-Royce cars. This level of luxury and tradition is what the team wants to infuse into the brand, mixing it with a little bit of today and what is relevant for the moment.
Expanding the Brand
Houston is expanding the Herbert Levine world out of his shoes, exploring various points of contact with the brand, including design, pictures, packaging, social media, and campaigns. The first indication of this worldview was seen in the showroom last season in Uptown, which looked like an apartment with a fireplace from the 1600s and a lamp from the 1700s.
Building the Brand
Maccarrone’s ambition is to build the brand out of this dream, starting with initial collections, expanding to global retailers with pop-ups and shop-in-shops, and eventually becoming an independent business. This will help implement and transfer the brand’s message to the last customer, not only through the shoes but also through the entire setup.
