In August 2016, Nick Dreyer decided to leave behind his struggling art dealership in Johannesburg and return to Cape Town. During the long drive home, he reconnected with his old school friend Ross Zondagh, who was also facing business challenges. Their conversation spanned various topics, including South Africa’s underwhelming Olympic uniforms, which they felt lacked a distinct national identity compared to those of other countries.
“We were both really disappointed by the outfits our athletes were wearing,” Zondagh recalls. This sparked a discussion about how they could improve the uniforms, leading them to footwear. They recognized the potential of the veldskoen—a traditional leather walking shoe, often seen as outdated and uncool.
With a rich history dating back over a millennium, the veldskoen has deep roots in South African culture. Dreyer suggested modernizing the design with bright colors and unique features, prompting them to create mock-ups and eventually secure a trademark for the name Veldskoen.
The duo quickly shifted their focus to building an online store. Every evening, after their children were asleep, they would connect via Skype to teach themselves website development. “It wasn’t really about the shoe,” Zondagh reflects; their aim was to test the waters of e-commerce and see if they could successfully sell a product online.
Their venture into the shoe market was not just about selling footwear; it was about reviving a cultural symbol and making it appealing to a modern audience. As they continued their journey, Veldskoen emerged as a brand that celebrated South African heritage while offering a fresh, stylish take on a classic shoe.