Launch typical fred

Summary exhibition Typical Fred and launch of oeuvre book 'Soul for every Sole' because of 80th birthday

Waalwijk - May 22, 2024

Eighty years young Fred de la Bretonière turns eighty at the end of this year. For more than fifty years he has been at the forefront of Dutch shoe designers. That, of course, needs to be celebrated. Where else but in the Schoenenkwartier in Waalwijk, with a retrospective exhibition and a book that looks back on his successful career as a shoe designer.


Starting Oct. 6, the Typical Fred exhibition opens and puts you in the creative mind and stylish shoes of Fred de la Bretonière. Typical Fred is a retrospective exhibition featuring his most iconic designs. Discover how Fred la Bretonière around 1970, wanted to make some extra money with self-designed wristbands and leather buckles. And marvel at how he subsequently conquered his place in the Dutch shoe market at lightning speed. As early as 1976, Fred was named best Dutch shoe and bag designer. The beginning of a stormy career - awarded with the Italian Santi Crispino and Crispiano Award in 2010 - that is far from over. In 2019, FreSh BV acquires the then Bretoniere Group. While the Fred de la Bretonière and Shabbies Amsterdam brands will have new owners, the iconic shoes and bags will remain. Typically Fred is thus both an oeuvre exhibition and a snapshot in time.


During the festive opening on October 6, Fred de la Bretonière himself will of course be present. The book, published by Waanders Uitgevers and written by Bianca Bartels, will be a must for anyone who was already a fan of Fred or who was inspired after visiting Typical Fred and wants to know more about the shoe designer. The book and the exhibition complement each other perfectly.

The Shoe Quarter challenges visitors to contribute to the exhibition. They can show their proud possession with the project You and your Fred . After all, thousands of people have stood in Fred's shoes since 1970.

Discover the world of your shoes at the Shoe Quarter so you can stand firmer from now on.


Give your feet extra comfort and stand firm(er) with matching insoles

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