INTERVIEW - LEWIN BERNER

What is your favourite Sioux shoe?

LB: It has to be the Grashopper. The new collection has given rise to lots of different variations, and there is truly a Grashopper to suit every outfit. As you can imagine, I have a lot of Sioux shoes, and the Grashopper really is my favourite. It is unbelievably soft and comfortable thanks to its crepe sole. I find mine most useful for wearing on long days spent at trade fairs because even in the evening, I’ve still got a spring in my step.

And what’s your favourite shoe for out and about?

LB: I usually wear one of our ankle boots - one with a crepe sole if I can, because they’re just great.

Where in the world would you most like to wear your Sioux shoes?

LB: In the past, I have taken two relatively long periods off work to travel around the world for six months each time. That was before I joined Sioux, though. I’ve already seen a lot of our beautiful planet. I still want to go to the Route of Santiago de Compostela. I would like to start at Saint-Jean-Pied-de-Port and make my way to Santiago de Compostela from there.

When would you never wear Sioux shoes?

LB: Even though our shoes are true all-rounders, there are some areas that should be left to the specialists: sports, under water and in the mountains.

Which characteristics do you think are particularly important for a shoe?

LB: Giving your feet a feeling of freedom. That’s the most important thing. If they look fashionable as well, they are durable and you know who has made them, then you can wear them with a clear conscience.

What makes Sioux shoes particularly special?

LB: My fellow Sioux colleagues. They are experienced people who are proud of what they do and where they’ve come from – and people who know a whole lot about craftsmanship. We have a fantastic corporate culture and gel very well together as a team. That is something that we absolutely want to maintain – it distinguishes us from lots of other companies on the market. 

What challenges do you think are in store for Sioux in the future?

LB: One thing’s for sure – standing still is like taking a step backwards. That’s why we are consciously and courageously taking our own path at Sioux, taking into account our traditions and cherishing what our predecessors have passed down to us. Our tradition is what makes our company so special in the industry, but it doesn’t pay to drag our feet when it comes to trends. This is why we are carefully continuing to develop our main Sioux collection. We are very proud of our iconic design, the Grashopper Original, which has been around for over 50 years and has retained its original form. We have also supplemented it with a more youthful line, the Grashopper New Generation – which is almost like the Grashopper Original’s younger brother. The New Generation features a more youthful, fresher and experimental approach. One of our main aims for the future is to get our younger customers interested in our quality and design.

What is your biggest strength and your main character trait?

LB: It’s hard to describe yourself using just one dominant character trait. I don’t think I have just one. Everyone is made up of a more complex picture than that. Thankfully, I am not prone to anxiety and I would describe myself as being a curious man of conviction, who admires people and who has great enthusiasm for what he does. I think you need this in order to take on the task of steering Sioux, as one of the smallest manufacturers, safely through stormy times in the footwear industry. At Sioux, we nurture a grassroots democracy and our tribe is what is most important to us. Consequently, it is important that we have all the warriors we need to keep up the good fight.

What would be your name if you were a Sioux Native American?

LB: Restless Spirit

And what would be your favourite job?

LB: Sitting and thinking – if you can call that a job.

What is your favourite Native American value?

LB: Loyalty, courage and reliability. That’s what I value most in people.

Who is your favourite Native American?

LB: Robert Alan Packard. He is a true Indian from the Yankton Sioux tribe from South Dakota and was chosen as our mascot with good reason. I love listening to his tales and hearing about his view of the world.

What do you think happiness is?

LB: I believe that happiness is primarily an attitude. At least, I’m not the kind of person to chase pipe dreams – I’m simply happy with the little bit of Earth that I’m responsible for.