g-mo footwear is an animal and environmentally-friendly brand of footwear started by Grandt Mason who was joined shortly afterwards by his sister Kate Mason. With no pair the same, Grandt Mason Originals offers the best in quality while perfecting fashion trends.

Grandt Mason started g-mo footwear as an experiment when he stopped wearing leather in 2001. ‘After struggling to find decent leather-free footwear I decided to make myself a pair of denim boots.’

His search led him to Achmat Taliep whose experience and time allowed Grandt to learn many valuable lessons, which gave the Masons the impetus to open a studio and start a female fashion line. In 2007, after spending 2 months in China where he learned about mass production, the siblings decided to open their own factory where they would not only design footwear but also create fashion from scratch.

‘Almost 3 years later we are in charge of our own production and are very happy with the product.’

The g-mo ladies range of footwear comprises five different styles from the Yacht tie-up to the Hawk boot, although they are renowned for the ballet pumps which are considered ‘super stylish’ and have a longer endurance quality than most shoes on the market.

Take the latest pump in the range, the Backbow Pump, which ‘has an adjustable cord that allows one to attain the perfect fit and ensures the shoe won't fall off as it ages and stretches’. The g-mo men’s range comprises the slip-on, the lace-up as well as the high boot.

In a courageous step, Grandt and Kate have made the decision to not make use of any animal by-products in their range of footwear. Instead, innovatively choosing to use recycled fabrics from rare linen upholsteries, old curtains and wedding dresses; and recently decommissioned army tents and truck covers, which they used creatively for their winter line.

Making a g-mo Shoe

The shoes incorporate the three vital factors of fashion, comfort and durability. In Grandt’s words, ‘I'd like to think that people buy our shoes because of the high levels of quality and comfort for which we strive and for the love and attention given to each individual shoe.’

All the shoes are made with four layers of high quality fabrics and do not stretch very much. Instead they mould to the shape of the foot becoming more and more comfortable with time. In addition, they are simple to keep clean as they are all machine washable (cold wash).

That said, each pair of shoes is made from a unique fabric combination, which allows for the more fashion conscious individual to truly own a pair of shoes that no one else in the planet will have. Although the trademark ‘moHawk’ or fin at the back of each shoe certainly produces a class of g-mo followers.

While the response over the years has been rewarding, especially with recognition from top fashion publications like Cosmopolitan, Elle and Marie Claire, the initial steps were challenging. South Africa has a very small handmade shoe industry, which made the first customers sceptical. The footwear finally reached a wider demographic when the Mason family took a stall at the local market.

‘People’s responses vary from astonishment and excitement to confusion and aversion.’

Part of the consumer’s response lies in the pricing of the footwear, which some believe to be more expensive than mass produced shoes. The Masons argue that, ‘many people just don't realise the amount of work that goes into creating a pair of g-mo's. The fact that each pair is unique is a production nightmare in itself. Working with fabric is also way more difficult than working with leather as you have to be extremely precise if you want both shoes to come out looking identical. Our production process is also extremely time-consuming and local labour is far more costly than in the East.’

It certainly has been an exciting, albeit arduous, journey for Grandt and Kate who look back on the first challenges such as power supply, production quality and consistency, machinery control and the recession with a smile now, knowing these factors have strengthened their resolve and made them ‘stronger and wiser’.

While the Masons strive to be environmentally friendly, the reality is not so simple. Their biggest impact on the environment would be the use of rubber and Ethylene vinyl acetate, also known as EVA, in the production of the soles for the shoes. It is unfortunate that there are no durable alternatives available in South Africa and to conduct research to find alternatives would require a substantial amount of money.

‘There is no point being too idealistic in ones approach as the market conducts itself based on systems governing a capitalist society. Right now our primary focus is getting people to buy into the brand, which will ensure our future survival allowing us to help further shape the footwear industry and the impact it has on our world.’

For a 29 year old, it takes courage and a certain degree of tenacity to turn the footwear industry on its head. Grandt admits he has been idealistic in the past, which has cost him both financially and spiritually. But this is a man who grew up in Pinelands and had a dream to do something positive, even if many people around the world were not ready to embrace it.

While the world around us is starting to take cognisance of the battering our planet has taken as a result of our own actions, Grandt does admit that ‘in general the South African public are not very conscious about what is happening to the world. People are so caught up in every day survival and the ideals of capitalism that they don't set aside energy to focus on the issues pertaining to our world.’

He goes on to ask some really hard questions, ‘If you were travelling on a giant vessel in the middle of the ocean would you let off explosions or drill giant holes into the core of that vessel? Earth is no different. We only have one vessel to support us and its floating in the solar system.’

Bringing the focus back to our country, Grandt admits his love for ‘the constant change that is South Africa, the diversity of living in a country of countless languages and cultures. I love the wildlife and the ease of being able to step out of the city and into the absolute peace and beauty accompanying nature.’

It is this same endless passion that translates into focusing on contributing positively to the livelihood of others as well as our planet and micro communities. It is as Bernard Shaw once said, ‘Some men see things as they are and　ask　why. Others dream things that never were and　ask why not?’