A conversation with Evie Reddy, Founder, Ottange
“I gained valuable experience at Vivienne Westwood, where my passion for shoes and heels was sparked by her incredible shoe cabinets.”
Interview: Anke Vande SompelePhotography: Tom Delaisse
Ottange is the Antwerp-based accessories label of Evie Reddy and her boyfriend, Arthur Beerens. It emerged in response to a craving for optimism, honesty, and the desire to make enduring statements. The brand celebrates womanhood, embracing its paradoxical essence, and advocates for authenticity and the rawness of character. We had the privilege of chatting with Evie about her brand, e-commerce, and the future direction of Ottange.
Evie, tell us a little bit more about yourself.I'm originally from London but have been living in Belgium for two years now. My background includes studying fashion at university and working in the industry for six years. During that time, I served as the creative director for women's wear at Fiorucci. Before that, I gained valuable experience at Vivienne Westwood, where my passion for shoes and heels was sparked by her incredible shoe cabinets. Three years ago, I made the move to Belgium after meeting Arthur during the COVID pandemic. As I adjusted to life in Belgium, I noticed significant differences from London, particularly in how people value personal time. This inspired me to consider launching my own business for more independence and control over my career path. When did you start your brand Ottange?I'd say I started manifesting Ottange a couple of years ago, really. Many people pushed and encouraged me to pursue it. I officially began about a year ago. I teamed up with a friend and a developer from Paris, who were intrigued by the brand. One of them has experience working with big names like Jacquemus. She offered to help, saying, "let's do this together," and that's how it all began. Did your previous job help you build a strong network for Ottange?Sure, my friend for example had more experience than me. She introduced me to factories and suppliers that specialized in footwear, enabling us to start the first collection together. My partner is the co-founder of our business. He brings creative contributions and offers valuable perspectives, especially from a commercial standpoint. He's also adept at handling finances, projections, budgeting, and all practical aspects of the business. We make a great team as we complement each other perfectly.
You already mentioned Vivienne Westwood, what or who else inspires you?Many people in my life inspire me, including friends and women in the industry. My previous mentor, who was also my boss at Fiorucci, was a significant source of inspiration. She embodied entrepreneurial energy and instilled in me the belief that I could start something on my own. Having someone like her was invaluable, especially as a young woman navigating the challenges of the fashion industry. What inspires you creatively?I'm passionate about the works of film producers like Stanley Kubrick, especially "2001: A Space Odyssey." Italian disco and horror movies are also among my favorites, as is the photography of Paul Kooiker. I'm drawn to individuals who live unconventional, somewhat hedonistic lifestyles. Moreover, I draw inspiration from the energy and mood I aim to convey. Our website describes our approach as creating conscious, playful heels. This playfulness is reflected in the sculptured design, inspired by observing glassblowing, which gives our designs an organic feel. We also prioritize sustainability in our production process by collaborating with suppliers who share our commitment to environmental consciousness.
What sets your brand apart in the crowded shoe market?I believe it's the unique sculptural shape that truly makes our shoes stand out. I've always been fascinated by shoes and accessories, seeing them as wearable pieces of art, each with its own distinctive shapes and styles. Creating and designing with my hands is a passion, and designing shoes allows me to express that creativity. What sets us apart too is the mood we convey, both through our marketing efforts and our overall presence. Personally, I've never been a big fan of heels; I find them a bit too glamorous for my taste. I struggled to find something in between that could be worn for special occasions without feeling overly glam. That's precisely what we aim to achieve: offering stylish footwear that strikes the perfect balance between elegance and everyday wearability.
Do you have a massive shoe collection yourself?I have quite a large shoe collection, but there's no particular system to it. They're all quite different, and I don't necessarily wear them all. It's more about wanting to have them. My favorite pair is probably a Sergio Rossi, as I adore their vintage pieces. It's a simple, classic white kitten heel with a pointed toe and a small metal detail. From my own brand, my favorite would be the simplest one: a slipper with a small heel. I wear it all the time, especially during work or meetings. It's a really effortless yet chic shoe.
Why did you decide to launch an online store?I do believe in physical shoe outlets. Customers often first encounter your product in-store and may resort to online purchases if their size isn't available. Seeing the product in person gives them confidence in their online purchase, especially with heels, where comfort is crucial. Moreover, our online presence adds authenticity to our brand. It allows us to tell our story in our own words. Our webshop serves as our main storefront. The positive feedback we've received about it has significantly enhanced our brand. It confirms our credibility and commitment to quality and customer satisfaction. This trust is particularly important for higher-priced items, where customers are more cautious. Building this connection and trust with our customers is essential for our brand's success. That's when Studio Calypso entered the picture?We had heard about Studio Calypso and were eager to reach out to them, particularly based on word-of-mouth recommendations. However, what really caught my attention was their portfolio. I felt confident in their direction and aesthetic, and their proactive approach to the website aligned perfectly with our brand. Additionally, their belief in us from the beginning, despite the lack of tangible results at the time, was reassuring. I'm extremely grateful for everyone I'm working with now. At the outset, all we had was a small PDF outlining our ideas without any actual products. It was those who were willing to take a chance and show interest despite the limited information. Their support and dedication laid the groundwork for our venture, and I'm truly appreciative of their commitment.
How long has your webshop been online?It has been online since the end of October, and I'm genuinely pleased with it. There's a fantastic sense of accomplishment when someone places an order, knowing they've chosen to support us. Even customers from the States, who haven't seen our shoes in person and have no connections to influencers, are ordering directly from us. Their trust in our brand despite the distance is truly remarkable. Overall, we've had a positive experience with the webshop, and it's been logistically smooth. Whenever we encountered challenges, reaching out to Hannah or someone at Studio Calypso for assistance was always easy. We didn't have a robust e-commerce strategy; we simply started and allowed our business to grow organically. However, as we've gained more online experience, we're now focusing on developing a more strategic approach. What ambitions do you have for Ottange?What's the ultimate dream? I've become quite pragmatic lately. It's not that I'm not optimistic, I definitely am, but the industry is tough right now. There are many global issues contributing to the challenges faced by factories and the supply chain. So, for Ottange, my immediate goal is simply survival while also growing steadily. Accessories are certainly part of our future plans, with bags and belts set to debut next year. The designs have been finalized, and we're currently refining prototypes. However, we're cautious not to rush the launch. Our aim is to introduce these new additions when excitement surrounding the brand is at its peak. Timing is crucial; we want to ensure our customers remain excited.
Another important goal is to secure a concession in a special store or explore collaborations with other brands. We're actually talking to some younger brands interested in collaborating to create their own shoe line. They see it as a way to access investment and technical expertise. So yes, we're exploring these partnerships for a possible launch this year.