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Bernardo Celebrates 60^th Anniversary, Successful Re-birth and

Opening of Bernard Rudofsky Exhibit at The Getty Center

New York, NY February 2008…Bernardo, the iconic footwear brand, re-launched in 2002, is poised to kick off a stellar 2008 as the company celebrates its 60^th Anniversary, the successful re-birth of the brand, and the opening of a new exhibit at The Getty Center on the life and work of Bernardo founder Bernard Rudofsky (1905-1988).

Rudofsky, the esteemed Austrian artist, architect, painter, author, and designer is credited with the creation of women’s modern day sandals (Harper’s Bazaar, 1967). He was widely praised for his revolutionary principles and work throughout his prolific career.  As a social commentator and critic, he often took issue with how impractical fashion and design were in terms of allowing for optimum form and function. He strongly believed fashion and footwear should conform to the human body, and not vice versa. It was this pioneering spirit and vision that led him to create the Bernardo collection of sandals in the late 1940’s.  The sandals, constructed with wider, more comfortable foot beds and unrestrictive straps, were created first and foremost to ‘free’ women’s feet – in keeping with his design philosophy of “Freedom of Lifestyle.”

Bernardo sandals immediately became a fashion sensation. Stylish women everywhere rejoiced at finally having comfortable yet chic footwear; and since these innovative sandals were also available in multiple colorways, collecting the same sandal in a rainbow of colors quickly became the trend of the day.  The sandals routinely appeared in the pages of Harper’s Bazaar and Vogue as early as the 1940’s and 50’s, and legendary designer Lilly Pulitzer was so in love with the sandals that she even included them in her runway fashion shows in the 1960’s.

The brand evolved to the height of fashion throughout the 1960’s and 70’s, becoming the famed sandal of choice for the jet set crowd including Jacqueline Kennedy Onassis who owned Bernardo’s ‘Miami’ sandal in 16 different color ways. Bernardo even joined forces with couture designer Emilio Pucci in the 1970’s for what was one of the industry’s first ‘capsule’ designer collaborations – which have become so prevalent in the fashion industry today. The Pucci collection featured elegant bejeweled dress sandals so luxurious they’ve now become collectors’ items.

After riding the wave of success for four decades, the brand began to stumble throughout the 1980’s.  Unfortunately, Bernardo could not seem to withstand the brunt of several ownership changes, a misguided departure from Rudofsky’s original design concepts, or the attempt to mass market the new diluted collection. When Bernardo unceremoniously went out of business in 1992, it seemed to mark the end of the road for the once illustrious label.  For another two and a half years the brand would be licensed unsuccessfully before becoming altogether dormant.  It was at that point that the owner of the trademark finally realized he needed to wipe his hands clean of Bernardo altogether.

However, finding a new owner for Bernardo would prove to be an uphill climb with seemingly no rainbow in sight. Despite the glory it once achieved, the brand identity seemed irreparably tarnished and industry experts were quick to write off Bernardo as “damaged goods” sure to never again regain its importance or glamour.

It wasn’t until the year 2000 and after every conceivable attempt to sell off the trademark was completely exhausted that the opportunity to own Bernardo was once again brought to the attention of renowned shoe designers Dennis and Lynne Comeau, now based in Santa Fe, and the Houston-based Smith family.  The Smith family, which includes Trae Smith, current President of Bernardo, is a second generation shoe business family credited for having pioneered boutiques as the channel of distribution they now represent to the footwear industry. Roy Smith, Trae’s father, and his mother Jean Smith owned the highly successful Accente’ stores; and operated 22 stores located in 7 states across the U.S., which sold footwear, clothing, and accessories. The Smith’s also had a longstanding partnership with the Comeau’s, who at the time were still living and working in Florence, Italy and had designed for some of Europe’s top couture labels.

However, the Smiths and the Comeau’s, as licensees, had already launched what had become a highly successful footwear line, influencing styling throughout the industry, and were bound by a non-compete clause.  Compounding their quandary of whether or not to walk away from an already thriving business to undertake the goliath task of reviving a washed up brand were the warnings of countless naysayers strongly discouraging them from purchasing Bernardo.  Regardless, the Comeau’s were passionate about the brand’s celebrated legacy; Trae Smith and his father believed that Bernardo would still have strong brand equity with consumers - clearly recalling Bernardo’s popularity in the 1970’s from their own long history in the footwear industry. It was with this background knowledge that the partners made the fateful decision to walk away from what had become an 18 million dollar license deal to pursue their ultimate dream – the opportunity to own and run their own brand. The Smiths along with now Bernardo designers Dennis and Lynne Comeau took a huge leap of faith and re-launched Bernardo.

However, the brand’s full resurrection would still prove to hold other major obstacles early on –including the company’s ill-fated first day of business, the morning of September 11, 2001.  The next 18 months would test the owners’ passion and dedication to seeing Bernardo get ‘back on its feet.’  With a slowing economy, and eventually almost running out of money to operate the company, the owners’ dream of bringing back to life a once vibrant and historic brand was in jeopardy of being shattered altogether.

They needed a big break and time was running out. Almost two years after their first day of business, that break finally came in the form of a phone call from Neiman Marcus Direct.  Soon after that call, in 2003, the Neiman’s catalog featured the ‘Miami’ sandals in an eye-catching multiple colorway spread. Needless to say, the phone didn’t stop ringing and the rest only adds to the brand’s already extraordinary history. 

The success of that initial catalog order was soon followed by the fateful introduction of the ‘Medieval’ sandal in 2005 – a trendsetting new design created by Dennis Comeau.  The ‘Medieval’ literally took the industry by storm, quickly becoming the #1 bestselling sandal at retail that season, and has lead to numerous knockoffs from other manufacturers.  Fortunately, Bernardo’s new owners had already obtained a U.S. design patent, which continues to lead to numerous settlements. The Medieval’s follow-up success catapulted Bernardo back to its iconic prominence of the 1960’s and 70’s and once again solidified the brand’s role as a fashion force to be reckoned with.

Once the brand started to regain its positioning in the marketplace, countless ‘love letters’ started trickling in from generations of women expressing their heartwarming gratitude for not only being able to rediscover and once again experience their favorite sandals, but as a “treasured  accessory” eliciting cherished childhood memories of endearing moments growing up with the stylish mothers and grandmothers they idolized who religiously wore Bernardo. ‘It’s like “discovering an old friend,” wrote several women. “If a sandal can express an emotion or a philosophy of life, they do. To me, they say “freedom, love of life, relaxation,” another woman writes.

http://www.bernardofootwear.com/stories_from_customers.htm

True to the yesteryear love affair the brand had during its original heyday with consumers and trendsetting celebrities the likes of Lilly Pulitzer and Jacqueline Onassis Kennedy, Bernardo is also once again a top favorite of A-list Hollywood fashionistas including Halle Berry, Beyonce Knowles, Reese Witherspoon, Marcia Cross, Courtney Cox, Jennifer Garner, Hilary Duff, Faith Hill and a host of others who are once again embracing Bernardo and enjoying the ‘Freedom and Lifestyle’ philosophy found in every pair of Bernardo shoes still manufactured today; and to be celebrated in the new Bernard Rudofsky exhibit at The Getty Center.  (It is important to note that Bernardo does not gift to celebrities)

http://www.bernardofootwear.com/magazine_pages/celebrities_love_their_bernardos_too.htm

“As footwear designers, my wife Lynne and I have immense respect for how Rudofsky revolutionized not only the shoe industry, but the whole fashion industry and people's lifestyles as well,” says Dennis Comeau.  “We saw a great opportunity in being able to continue building on the strong and inspiring foundation that Rudofsky laid.”

Bernardo’s exciting participation this spring with The Getty Center will pay homage to its visionary founder in a first-of-its kind exhibit intended to showcase all aspects of Rudofsky’s lifework.  One hundred pairs of Bernardo sandals have been loaned to The Getty Center for display in the central lobby, while the exhibit itself will present an extensive collection of Rudofsky’s design concepts, watercolors, architectural models, sculptures, fabrics, photographs and other works of art.  The Bernardo sandal display will include the ‘Mars,’ the ‘Must,’ the ‘Matrix,’ the ‘Medieval,’ the ‘Miami’ and the ‘Mistral,’ some of which are original designs created by Rudofsky and still remain bestsellers today – 60 years later! The exhibition, titled Lessons from Bernard Rudofsky, will run from March 11 – June 8, 2008 at The Getty Center, located at 1200 Getty Center Drive, Los Angeles, CA 90049.

This exhibit, Lessons from Bernard Rudofsky, first premiered in Austria March of 2007, before traveling to Italy, and then Canada before arriving in Los Angeles this year.  During his lifetime, Rudofsky’s works were the subject of numerous exhibitions at The Museum of Modern Art and the Whitney Museum of American Art. He also wrote and published 10 bestselling books translated throughout Europe and Japan, and was an acclaimed architect whose homes and buildings continue to attract attention in Europe, Brazil and the U.S.  Rudofsky is himself the subject of a recent biography on his life’s accomplishments – Bernard Rudofsky, A Humane Designer by Andrea Bocco Guarneri.

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Bernardo is sold in more than 800 better specialty stores nationwide and online including on the brand’s own ecommerce website at www.BernardoFootwear.com

Biographical references from:

Bernard Rudofsky A Humane Designer by Andrea Bocco Guarneri

Published by Springer-Verlag Wien New York

Harpers Bazaar March 1967, Rat-Tat-Tat Shoes On The March Page 201 & 202, Credits Bernard Rudofsky for the creation of women’s modern day sandals.

FOR IMMEDIATE RELEASE  10/04

Fashion Quiz

Which influential fashion designer:

And is still today, one of the most influential footwear designers.  Whose designs are as new and fresh today as they were 58 years ago.

Answer:  Bernard Rudofsky, creator of Bernardo Sandals

Biographical references from:  Bernardo Rudofsky A Humane Designer by Andrea Bocco Guarneri

Published by Springer-Verlag Wien New York

Much like his architectural accomplishments, photographs, and paintings, Bernardo is yet another living contribution of Bernard Rudofsky.  Evident in Bernardo products of today, is Rudofsky’s concept of “freedom & lifestyle” which he so passionately expressed throughout his life’s work.  In fact, making up Bernardo’s core business today are the iconoclastic designs created by Rudofsky in the 40’s and 50’s.  These designs have stood the test of time and have graced the pages of the day’s leading fashion magazines from 1946 to 2004.  What achievement could be considered greater than the test of time, as a new generation begins to discover the genius of Bernard Rudofsky.

BERNARDO EXPLODES ONTO THE FASHION SCENE OPENING 488 BETTER FOOTWEAR & SPECIALTY STORES

FOR IMMEDIATE RELEASE: 12/03

(Florence Italy, December 2003) Only a year after the re-launch, Bernardo has exploded onto the fashion scene opening 488 better footwear and specialty stores throughout the U.S., including Neiman Marcus and Marshall Fields. In fact, Bernardo’s signature "Miami" sandal was the #1 selling sandal for Neiman Marcus Direct in 2003; and Bernardo was the only footwear company to appear on Neiman Marcus list of "Top 10 Must Haves" for Spring & Summer ’03.

Bernardo has achieved this success, by offering it’s classic and timeless sandals of the past, which still define the Bernardo brand to this day. Additionally, designers Dennis and Lynne Comeau have offered for Spring ’04 an extensive line of product so different and unique that it has resulted in Bernardo’s dramatic growth in a otherwise difficult retail environment. Bernardo’s Spring ’04 line has captured the attention of the countries best footwear and specialty stores, among these are Bob Ellis, Jildor, Footprints, Malouf’s, Seven Spodek, and Kitson on Robertson.

Please preview the entire Bernardo collection of footwear and handbags at: www.BernardoFootwear.com

BERNARDO RE-LAUNCHES FAMED "MIAMI" COLLECTION FOR SPRING 2003

FOR IMMEDIATE RELEASE: 12/02

(Florence Italy, December 2002) Bernardo, the iconoclastic footwear brand long favored by the jet set for chic resort sandals, has revived the status enjoyed in the 60’s and 70’s with a new collection set to re-launch the brand into stores all across the U.S. for Spring 2003. Coinciding with this re-launch is the company’s national ad campaign which is slated to begin in March ’03.

Bernardo, made famous by their classic and timeless Miami sandal, a colorful Miami Nappa flat which was de regeur for fashion insiders during cruise season. Bernardo garnered worldwide acclaim by offering high quality classic handmade Italian sandals with a contemporary twist at a friendly price. Though not in production since the late 80’s, the brand still elicites widespread nostalgia.

"Emphasis continues to be on hand-crafted shoes and bags, meticulously executed using our high quality materials, and then brought to retail at a very fair price" said Comeau. The collection is developed in Florence Italy where design team Dennis and Lynne Comeau maintain the company’s design studio and nearby technical office and factories, while sharing production facilities with lines like Prada and Jil Sander.

A major footwear suppler in the U.S. since 1996, this family owned footwear company has produced over 320,000 pair a year selling to over 1500 independent specialty stores as well as majors department stores under two different brand names. Now dedicated solely to the Bernardo brand, Dennis and Lynne Comeau have artfully reconstructed the footprint of this beloved brand and expertly infused it with freshness and soul for Spring 2003.

The Bernardo handbags emote the same timeless sensibility with relaxed calfskin hobos, which tie effortlessly over the shoulder and colorful straws which transition easily from city street to sailboat. West coast accessories consultant Debra Stevenson was tapped for the launch and merchandised the handbag collection in an enticing color palette to compliment the footwear.

Bernardo enjoyed cult-status amongst its well-heeled following, such as Jackie Onassis, of who collected the Miami sandals in all 16 colors. Earlier this year Bernardo was featured at The Metropolitan Museum of Fine Art in New York during an exhibit of major fashion contributions of the 20^th century where delighted fans acknowledged owning multiple pairs of treasured original Bernardo silhouettes still in their closets.