Brand names derived from apparel, perfume, and even 4x4 vehicles and construction equipment are often extended to footwear, but it rarely happens the other way round.

However, the Fly London shoe label by Portuguese footwear manufacturer Kyaia has proved so successful, particularly in the UK, that it will be extended to a new clothing range to be launched in January 2001. The range will also include accessories and bags.

Fly London is a medium-high price unisex shoe range for 25-30-year-olds. It was launched by Kyaia in 1993 and is now one of the best known Portuguese brands, both at home and in Europe. It has proved most popular with men, although a distinctive ladies sandal has now been added to increase interest among its target female audience.

From Peter Embling, Shoestyle