Please select your home edition
Edition
Naiad

Camper hoists the high-tech sail for old-fashioned craftsmanship

by Jeni Bone on 27 Dec 2011
Dalia Saliamonas from CAMPER at the announcement that CAMPER will sponsor the America’s Cup team. 6/8/2011 Camper
For four generations, the Spanish brand Camper has been synonymous with fashion-forward footwear based on old-fashioned craftsmanship and values.

In fact, the brand’s very name is associated with its humble heritage – 'camper' means 'peasant' in Catalan (a co-official language in some regions of Spain).

The Camper story is explained in the travelogue that comes with every pair of shoes, generally printed on a tag or in an accompanying brochure. The model and means may vary, but the message is the same: These shoes come from Majorca (Mallorca), a Spanish island in the Mediterranean, inspired by farmer footwear and steeped in island tradition.
The heritage is as much a positioning statement and marketing tool as it is the brand’s origin. Lorenzo Fluxá, who founded Camper in 1975, conveys the brand’s indifference to fashion when he says 'We don't like the fashion world at all. We're trying not to take ourselves too seriously.'

A fourth-generation shoemaker, Fluxá comes from a long line of shoe innovators. His grandfather is renowned for having sailed to England to haul the first pieces of automated shoe-making machinery back to Majorca.

Fluxá's father was born in the family shoe factory; ultimately, he took over the family business, Lottusse, which specialized in dress shoes. When it was his turn, Fluxá found that he liked the shoe business, but he wanted more. His friends from mainland Spain kept asking him where he bought his slip-ons, espadrille-style footwear fashioned after old peasant shoes that islanders would cobble together from cast-off canvas and recycled rubber.

Sensing an opportunity, he asked his father to help him launch his own line of casual shoes.

At first reluctant, eventually Fluxá's father agreed to let him try the experiment with his espadrilles. And once the Franco dictatorship fell from power in Spain, and blue jeans and other casual clothes made their foray into Spain, Fluxá convinced those outlets to carry Campers and sales took off.

In the mid-1970s, new styles, new concepts, a new spirit of adventure flourished in Spain. The solid support of a century old tradition, allowed Lorenzo Fluxà, Antonio’s grandson, to create Camper in 1975, to reflect this new lifestyle and new way of thinking based on freedom and embodying comfort and creativity.



In 1981, the first Camper store opened its doors in Barcelona. In 1992, international expansion began when retail stores opened in the major fashion capitals London, Paris and Milan.

Today Camper is an icon brand not only in its native Spain, throughout Europe and the world, thanks to a distinctive red triangle and its name prominent on a sail for the Volvo Ocean Race, the world is reminded of the massive profile of this footwear with the peasant ancestry, and a dose of humour.



According to Dalia Saliamonas, marketing manager and Project Director of the Camper Volvo Ocean Race, Camper is very strong in Europe and Asia. 'We have some 300 shops worldwide and over 3,000 of the finest retailers worldwide. In Australia and New Zealand, Camper has various retailers and has launched its Eshop.'

The brand’s association with the VOR is all about raising the profile of the brand and its credentials as a Mediterranean icon. 'We as a company are proud to take part in this premium event, and hopefully it will be a positive vehicle to bring brand awareness on a global level,' says Dalia Saliamonas.

More at www.camper.com/en/volvo-ocean-race

Wildwind 2016 660x82NaiadBakewell-White Yacht Design

Related Articles

A Q&A with US Sailing’s Malcolm Page about the Sailing World Cup Miami
I spoke with Malcolm Page, US Sailing’s Olympic chief, about the team’s performance at the 2017 Sailing World Cup Miami I talked with Malcolm Page (AUS), a two-time Olympic gold medalist in the Men’s 470 class and the chief of Olympic sailing at US Sailing, to get his pulse on the team’s performance at the 2017 Sailing World Cup Miami and discuss some recent coaching changes within the Olympic-sailing program.
Posted on 20 Feb
America's Cup - Emirates Team NZ give first look at the pedaling AC50
Emirates Team New Zealand formally christened their new AC50 America's Cup Challenger on a rainy Auckland afternoon. Emirates Team New Zealand formally christened their new AC50 America's Cup Challenger on a rainy Auckland afternoon. The team has been sailing for the previous two days making news headlines after it was revealed in Sail-World.com that the AC50 would become only the second yacht in America's Cup history to use pedal power.
Posted on 16 Feb
America's Cup - Kiwis sign Olympic Cyclist for the Tour de Bermuda
Ttop cyclist Simon van Velthooven, a 2012 Olympic Bronze cycling medallist had been signed by the America's Cup team Emirates Team New Zealand put in a second foiling display on Auckland's Waitemata harbour ahead of the official launching of their AC50 tomorrow. With brighter skies the cycling team took their places on the pedalstals and used leg power to provide the hydraulic pressure necessary to run the AC50's control systems for the foils and wingsail.
Posted on 15 Feb
A Q&A with Shawn Macking about the StPYC’s Sailing Center and OD fleet
I talked with Shawn Macking, the StPYC’s waterfront director, to learn how the club is getting more people out sailing. I caught up with Shawn Macking, waterfront director of the St. Petersburg Yacht Club, via email to learn more about the club’s Sailing Center, its hefty investment in a new fleet of ten J/70s, and how the StPYC is using this infrastructure to expose more people to the sport we all love.
Posted on 13 Feb
A Q&A with Karen Angle about the 2017 Conch Republic Cup race to Cuba
I caught up with Karen Angle, executive director of the Conch Republic Cup, to learn more about this exciting event. If you’re like me and have arrived at saturation with winter’s cold rain and snow, imagine racing to Cuba as part of a 13-day cross-cultural event that’s designed to lower barriers of entry at a time when some Americans see a need for taller walls. I caught up with Karen Angle, executive director of the Conch Republic Cup, to learn more about this exciting event and the adventures it affords.
Posted on 23 Jan
A Q&A with Anna Tunnicliffe about her return to competitive sailing
I talked with Anna Tunnicliffe before the Sailing World Cup Miami to learn about her return to Olympic-class sailing. Anna Tunnicliffe won gold at the Beijing 2008 Olympics in the Laser Radial before shifting her sights to the Women’s Match Racing event for the London 2012 Olympics. Here, she came up shy of expectation and left sailing for the CrossFit Games, but now she is returning to her roots. I talked with Tunnicliffe before the Sailing World Cup Miami to learn about her return to Olympic-class sailing.
Posted on 23 Jan
A Q&A with Dick Neville, Quantum Key West Race Week’s RC chairman
I caught up with Dick Neville, Race Committee chair for the Quantum Key West Race Week, to learn more about the event. For the past 30 years, international sailors have gathered in Key West, Florida, each January for Key West Race Week, a regatta that has achieved legendary status due to its calendar dates, its location, and the impressive level of competition and racecourse management that this storied event offers. I caught up with Dick Neville, Race Committee chair for this year’s Quantum KWRW, to learn more.
Posted on 16 Jan
A Q&A with Daniel Smith, the Clipper Race’s new deputy race director
I talked with Daniel Smith, the Clipper Round The World Race’s new deputy race director, to learn more about his role. I was fortunate to sail with Daniel Smith [36, SCO], skipper of “Derry~Londonderry~Doire” for the 2015/2016 edition of the Clipper Round The World Race, when the fleet reached Seattle last spring. Now, Smith has been hired as the event’s deputy race director-a job that will test many of the skills that he polished as a skipper. I caught up with Smith via email to learn more about his new job.
Posted on 9 Jan
Rolex Sydney Hobart Yacht Race - Suck it up, sunshine!
The 72nd start of the iconic blue water classic had 300,000 spectators lining the foreshores of Sydney Harbour The 72nd start of the iconic blue water classic had 300,000 spectators lining the foreshores of Sydney Harbour, another two million watching on TV, and the constant buzz and whir of media helicopters overhead. 88 boats, from Australia, USA, UK, Germany, Sweden, Russia, Japan, Korea, China, oh and New Zealand, had lined up on three start lines.
Posted on 31 Dec 2016
Rolex Sydney Hobart Race - More merriment on the airwaves
Here are more examples of merriment on the airwaves between the boats and Hobart Race Control So on December 29, 2016, after the River Derwent had let just three boats home (Perpetual Loyal, Giacomo and Scallywag, all inside the old race record, she went to sleep for a lot of the day. This made it frustrating for the sailors, some of whom saw the lighter side. So after seeing some of those in Dark & Stormy, here are more examples of merriment on the airwaves between the boats and HRC
Posted on 29 Dec 2016