Shiloh Heritage, a French company founded in 2019 by fashion designer Johanna Touitou, has successfully merged the essence of American western cowboy boots with the softer shape of the botte camarguaise, resulting in a one-of-a-kind and fashionable product. The botte camarguaise is traditionally worn by cowboys, known as gardians, in La Camargue, a wetland region in France. These boots differentiate themselves from traditional Texan rancher boots with a flatter heel and a more gentle silhouette. Touitou was captivated by both styles and made the creative decision to combine them, thus giving birth to a new and innovative product.

Finding an authentic factory to bring her vision to life was a crucial step for Touitou. After an extensive search, she stumbled upon a family-owned factory in Spain that has been crafting footwear by hand for over a century. The traditional craftsmanship and meticulous attention to detail perfectly aligned with Shiloh Heritage’s core values. Handmade production was of utmost importance to Touitou as it guarantees the highest quality and authenticity of each pair of boots.

Shiloh Heritage distinguishes itself from other brands through its unique marketing strategy. By exclusively selling their products online, the company is able to offer more affordable prices. On their website, the average price for a pair of Shiloh Heritage boots is 565 euros, a significant reduction compared to retail prices.

Touitou’s passion for leather, combined with her background in the fashion industry, strongly influenced her decision to establish her own brand. She drew inspiration from the rich heritage of Texas and the origin of cowboy boots, as well as their prominence in French fashion since the mid-1970s. She views the boots as a symbol of a bohemian and slightly masculine aesthetic, often paired with jeans, a black blazer, and a white shirt.

Despite being a relatively young brand, Shiloh Heritage has already garnered a devoted following, with 200 handcrafted pairs sold within the past year. In addition to online sales, the brand has expanded its presence to selected boutiques, including La Suite by AG in Geneva. Touitou’s future plans include opening a showroom boutique in Paris and gradually introducing ready-to-wear clothing that boasts the same level of craftsmanship and attention to detail as their boots.

Shiloh Heritage serves as a testament to the enduring love affair between France and American culture. By reimagining iconic American elements and infusing them with a touch of Gallic style, the brand has successfully created a unique and highly sought-after product. With its unwavering dedication to craftsmanship and innovative marketing approach, Shiloh Heritage is well on its way to becoming a prominent player in the fashion industry.

Useful links:
1. Shiloh Heritage Official Website
2. Business of Fashion: Shiloh Heritage’s Cowboy Boots