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The master artisan who makes beautiful handmade pat shoes 
Devoting to handmade shoes for 45 years that can range with luxury foreign shoes
JS Shoes Design Lab CEO Taesoo Jeon
 
Foot is the part of the body that compressed the internal organ and shoes that cover the foot completes the fashion. Foot binding was widely practiced among the ancient Chinese royal concubines. Carrie Bradshaw in Sex And The City only takes taxi to protect her foot and shoes even though she is financially broken. What about Marc Jacobs who made bandage with the logo 'Ouch!' when kill heels were a trend. But the king of shoes no doubt are handmade shoes. And you can meet the Korean handmade shoes at JS Shoe Design Lab which also fosters special shoe makers. Power Korea has met the CEO Taesoo Jeon.
 
The heart of shoes 'Last' and meticulous finish decide the quality
Many people recognize the importance of shoes but the beauty and ergonomic convenience were regarded as they cannot go together. There was a time when the Korean sneakers were in the spotlight after 88 Seoul Olympics but soon lost its light due to the popularity of Chinese and Vietnam shoes. However, the Korean shoe makers hit it off and are expanding their territory with unique designs which reflect comfort, personality and physical trait. This is the reason of the Shoe Industry in Seongsu-dong, Seoul, being recognized for their quality, and Jeon is one of the history in the field. He has 45 years of experience and opened JS Shoes Design Lab 4 years ago.
 
"Most master shoe makers make shoes by using various patterns according to the foot. The most important basic frame is called 'Last' and it decides the quality of the shoes. If they want to be called as true handmade shoes, all the process from moving the Last to leather (pattern work) to sewing and finish should be done by hand. The ready-made shoes usually cause unbalance, discomfort and even pain."
 
Jeon studied on the Korean foot types such as knife feet, flat feet, and pan feet (wide toes narrow heel) and raised the precision of customized shoes. According to Jeon, the technique level of the world luxury shoes and the Korean shoes are not different as we have a long history of shoe making since the time when our ancestors twisted the straw to make shoes. But the reason Korean brands are not as much popular as the luxury brands is that we are weak at the commercialization and have lack of aesthetic value.
 
"There has been no differentiation. Who would like the shoes if they value only $50 but sold at $300 only because they are sold at department stores? That's why we offer $500 worth shoes at $150 to $200." Jeon not only is good at making shoes but also at repairing. Perfect 'Last', meticulous pattern, and excellent value for money are all Jeon's trade mark. Jeon started to learn shoe making when he was 10 and is one of the longest surviving shoe makers in Korea. Many celebrities including idols groups and Psy wore Jeon's shoes. 
 
Bright future for Korean handmade shoes
Jeon fosters shoe makers alongside developing new materials at his JS Shoe Design Lab. Jeon co-developed a sample with Hanyang Women's University and makes shoes for the customers who heard about the popularity of Jeon and became his fan. "I started at Yeongdeungpo, moved to Yeomcheongyo which was famous for shoes, learned about patterns and designs in Myeong-dong, and then moved to Seongsu-dong in 1980s. I ran my own brand for 10 years but lost everything when hit by the IMF crisis in 1997.
 
But I disregarded everything but shoes." Jeon's philosophy when making shoes is 'To put a soul into shoes'. Jeon only believes in the shoes that have maker's pride. "The fame of foreign luxury shoes were gained by the harmony between good materials and cool design. But we made cool shoes with cheap materials in the past and is now making ergonomically designed shoes with excellent materials." Jeon participated in Seongdong District training as part of fostering junior shoe makers in 2012 and donated his shoe making skills to normal people. Thanks to this, JS Shoe Design Lab was chosen as Seoul Student Work Experience's educational donation certified organization from Seoul Metropolitan Office of Education.
 
"I teach the students about the basic designs and patters, and the characteristics of leather from crocodile, cobra and anaconda. I feel worth when students send me a touching feedback." Jeon has trained 300 students so far and wants to keep doing it because he has a hope that one day the 70~80 year old history of Korean shoe making will surpass the 400~500 year old history of western shoe making. Jeon launched Seongsu-dong Yeonmujang-gil Merchant and is exerting his effort to study various patterns of shoes made by new materials in cooperation with universities. He showed his passion in shoes when he appeared on SBS Daily Economy TV last December.
 
"If you learn from a prestigious university like University of the Arts London (Cordwainers Footwear) where Jimmy Choo studied, you can be successful in Korea. There are famous master shoe makers in Venezia, Italy and Asakusa, Japan. I believe Korea's Seongsu-dong will one day be equal with those cities as the city of Seoul has a plan." Jeon is determined to devote himself to quality upgrade and fostering junior shoe makers in 2015. Power Korea hopes that JS Shoe Design Lab in Seongsu-dong will be a mecca of the world fashionistas and a global shoe museum. 
 
 
 

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