The French brand Aigle launches its new 2016 autumn winter collection with a spot titled “French But Wild” – their very first TV commercial. In this short advert in which an unexpected badminton game leads a group of friends in superb natural landscapes, the communication is based on the classic values of the brand: adventure, fun and French touch. A video imagined by BETC and directed by Sean Meehan.

The legend began in 1853; Hiram Hutchinson purchased the patent for the vulcanisation of latex from Charles Goodyear to make boots, and then settled in Montargis to create the brand “A l’Aigle”. Every year he made more and more boots for the country-dwellers of France, who in those days represented 90% of the population. In the 1920s, the brand began to mix its famous rubber with canvas for light sport and leisure shoes.

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In 1967, the factory moved to to a former American military base, 300 km of Paris, in Châtellerault . This industrial setting helped it to take off in every way. Once settled there, Aigle launched what has now become one of the brand’s most well-known styles: the Chantebelle boot. In 1988, protective clothing for the sea, countryside and mountains accompanied the opening of the first shop in Saint-Germain-des-Prés.

The iconic Aigle boots continue to be made by hand at Ingrades, France near Chatellerault. From preparation through to finishing, each stage takes place under the watchful eye of specialists. Firstly, the natural rubber mix endows the boots with all of their characteristics (suppleness, waterproof, sturdiness, comfort, etc.) Then the parts are assembled by hand on an aluminium last. The 3rd stage in the process involves vulcanisation of the boots in an autoclave at 140° to give them their definitive shape. Finally, each boot is carefully inspected to ensure that a high-performance, high-quality product is obtained. Aigle applies its extensive know-how and 150+ years of experience to ensure your needs are met in every respect.

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I totally digg their style and cannot wait to put on MY boots. Till then: get inspired on Instagram and join their contest in order to win a trip into the wild.

xoxo

*in collaboration with Aigle*

photo and video credit: Aigle