Defining The Fluevog Classic
by Marilyn R. Wilson

Photography - Renat Touichev - www.renat.ca
Styling - Deanna Palkowski - Liz Bell Agency - www.lizbellagency.com
Make-up/hair - Eman Aziz - Forté Reps - www.fortereps.com
Model - Amy - Liz Bell Agency - www.lizbellagency.com

For 40 years designer John Fluevog has been the creative force behind this unique brand. It has become a cult phenomenon with supporters fondly calling themselves Fluevogians. Mixed in amongst the regular information on the website is an assortment of odd facts, exceedingly funny asides, a Fluesuem and information on their Open Source program where loyal wearers can submit their designs. Fluevog's mixture of humour, unique creative outlook and his ability to pull together a tight production team that functions as a family have combined to set this company apart.

Footwear has always been the driving force with accessories such as handbags, buckles and belts taking a back seat, but this is about to change. When Jeff Brodawka came on board eight years ago he remembers, "..We used to pull handbag designs directly from the shoes using the same leathers. It was too literal a translation." There were many starts and stops to the Fluevog handbag brand, but according to Brodawka it was all about finding the right person. Seven months ago Amie Halsall took on the position of Handbag Developer. Her role is to work closely with other members of the development team to develop Fluevog's ideas into a final product. Their handbags have now moved out of the shadows and are emerging with their own identity.

Spring 2010 is all about defining what the Fluevog classic handbag is. Halsall decided to start with handbags that had performed well in the past, re-inventing them with a current twist. She notes, "We bring something just a little bit different while trying to focus on making them practical and highly functional pieces. They're investment pieces, so we want to make sure people are highly rewarded when they purchase a bag." All are created with quality materials including Fluevog's own line of custom hardware. Developer Melissa Cartwright adds, "It's important to note both places that make our bags are in really small hand-made factories. The one in Portugal has three sewing machines, eight women and the owner who does the pattern making and buys the leather. It's a family run business. They work super hard and it's all done by hand."

The smallest handbag in this collection is the "just enough" Rivers Shoulder Bag which is appliqued with the infamous Fluevog Pretzel (taken from his signature). It is just large enough to hold your wallet, cell phone and camera and comes in Rose or Spruce. For a medium size you can select from the Eddie Weekend bag (described as an upright duffel bag) in one of two fabrics - perfect for travelling - or the dressier Soprano Mini Tote in three colours with interlace detailing. Largest is the 40 Year Bag (in honour of their 40th anniversary). It is the one totally new piece in the collection and it comes with an amazing 40 year guarantee. Inspired by saddle bags, this heavy duty combination of backpack, shoulder bag and briefcase rolled into one is lovingly described by Halsall as a "tank".

John Fluevog's customers are always at the forefront when he looks for inspiration. Halsall sums it up when she notes, "For John, when he approaches bag design he thinks about not only travel but your destination. On your route he thinks about what a Fluevogian's needs and wants would be. Naturally we feel that Bags are one of those things."

For more information visit the Fluevog website at www.fluevog.com.