Woolenstocks freezes willing guests

By: Joe Ayling - 22 June 2011 22:47

Woollen slippers and boots, alongside dressing gowns, earrings and Volkswagen Beatles, are not always considered the most macho of belongings.

Last night, however, the merits of keeping your toes toasty were demonstrated to just-style by celebrity-favourite footwear brand Woolenstocks.

The UK firm hosted the launch of its latest range of outdoor boots, which are coveted by Hollywood star Sienna Miller, at no other than Ice Bar in London.

Handed a hooded poncho with stringed gloves, visiting Ice Bar brings back memories of childhood, snowball fights and sledging. Until, that is, I arrive at the frozen cocktail bar, which is more a reminder of latter youth.

Kept at minus seven degrees and with glasses, chairs, walls and seats made out of ice, the venue demonstrates perfectly where the idea for Woolenstocks derived from.

Before too long the ski gloves are on, and prevent the embarrassing alternative of just-style's news editor getting his hands stuck to an iced glass of Apple Mojito.

Woolenstocks managing director tells just-style her felt wool and faux fur footwear business was, in fact, inspired not by Ice Bars, but by some universally popular holiday gifts. "People liked them so I ordered them, it started with something small but grew," she adds.

Handmade in the Himalayas by locals, each Woolenstock shoe is said to take 40 hours to produce - equating to a lead time of three to four months for a mass order.

Plenty of retailers are willing to wait though, including Amazon in the US, where the UK brand has been on sale for three years now.

Woolenstocks also tells just-style that. at GBP50-100 a pair, its shoes are "cheaper than Uggs" too - another product my male ego will permit for emergency sub-zero situations only.