TEVA, from the Grand Canyon to the fashion sphere

Created in 1982 by Mark Thatcher, a river guide specializing in kayaking and rafting in the Grand Canyon, the Teva has been attracting thousands of backpackers and other tourists for nearly 40 years.

In search of the perfect shoe for practicing his favorite water activities, river guide Mark Thatcher has the unlikely idea of ​​pairing the flip-flop, which is too slippery but which tourists love, with old Velcro watch straps to make a easy to dry and non-slip sandal. His ingenious prototype quickly gave rise to a patent and an agreement with the California Pacific company, which took over the production of his shoes.

Mark Thatcher chooses to name his brand Teva which means nature in Hebrew. If its initial model is unsuitable for long hikes on dry ground because it causes blisters in the toes, it is very quickly improved to become the original Teva universal model that we know today. From its beginnings, the sandal entered the fashion locker room of young Americans, far from its initial use. Intoxicated by the success of this invention, California Pacific then tried to claim the patent, but it was without counting on the determination of its founder who won the legal battle. Out of the woods, Mark Thatcher then signed a license agreement in 1985 to produce his shoes with Deckers Corporation, which bought out all of Teva's assets and patents in 2002. Since then, the brand, which has sailed off the beaten track, has continued to seduce outdoor sports enthusiasts, but also fashionistas in successive waves.

Today, Teva is committed to sustainable production by using Repreve yarn for its straps. In 2020, it thus prevented 40 million plastic bottles from ending up in landfill. A great initiative that should only increase the appetite of new generations for the American label.

TOO #43