What is a GMTO?
In the world of artisanal shoemaking, there exists a concept that strikes a harmonious balance between individuality and community: Group-Made-to-Order (GMTO).
This practice allows shoe aficionados to enjoy a truly special made-to-order shoe at a competitive price, grounded in the efficiencies of a group initiative.
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The fundamentals of a GMTO
At its core, GMTO operates on a straightforward principle: a minimum number of participants is required to bring a unique design into production.
This model enables small brands like us to offer exclusive styles, materials, and patinas that might otherwise be impractical for readymade production.
By pooling orders, we can streamline manufacturing processes, optimize costs, and still maintain the high standards of quality and artistry that customers expect.
How GMTOs Work
1. Design Selection: The shoemaker or brand selects a model, material, and patina options to be offered as part of the GMTO. These are often limited-edition designs or special configurations not available in the regular collection.
2. Enrollment Period: Customers are given a set period—typically a few weeks—to place their orders.
3. Minimum Order Requirement: A predetermined minimum number of participants is necessary for production to commence. This ensures that the costs and logistics of creating the shoes are economically viable for the brand.
4. Production: Once the minimum threshold is met, the shoes enter production. Each pair is handcrafted with the same meticulous care and attention to detail as all of our Goodyear-welted and hand-finished shoes.
5. Delivery: After the production process, the finished shoes are delivered to the participants, each pair reflecting the brand’s commitment to excellence.
The appeal of GMTO
1. Exclusive Designs: GMTO often features unique styles and materials that are not part of the regular readymade lineup, giving participants access to something truly distinctive.
2. Community Collaboration: GMTO fosters a sense of camaraderie among participants, uniting like-minded enthusiasts around a shared passion for fine footwear.
3. Sustainability: By producing only what is ordered, GMTO minimizes waste, aligning with the principles of sustainable craftsmanship.
4. Efficient Planning: GMTOs allow the brand to better understand what designs resonates with clients. This helps to determine production of readymade shoes.
5. Cash Planning: GMTOs allow our customers to split payments with a 50% deposit and the remaining balance collected before shipping.
Case in point
Take, for example, our Coltrane Wingtip Derby was originally offered as part of a GMTO collaboration with our friends at Leffot in NYC in a handmade 3D Mahogany patina.
Due to the overwhelmingly positive success of the GMTO, we decided to produce small batches of Coltrane in other stunning patinas but we have never produced stock in the original 3D Mahogany Patina make-up.
Clients with the original 3D Mahogany patina were pioneers of this wonderful model, that is now one of our best sellers.
Be a part of the story
Group-Made-to-Order offers customers the chance to participate in the creation of exceptional footwear while sharing in the collective joy of supporting artisanal traditions.
For those who appreciate the artistry behind every stitch and the story behind every design, GMTO represents a bridge between aspiration and accessibility, turning dreams into tangible creations—one group at a time.
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Group-Made-to-Order
