Bringing @newenglandouterwear’s Shoemaking to Life with Instagram Video

The Making Of… To see more photos and videos from New England Outerwear’s workshop, follow @newenglandouterwear on Instagram. Know any other Instagrammers doing something unique with their hands? Send us a note through Tumblr.

"We started @newenglandouterwear when the brand was just an idea in our heads,” says Dan Heselton, who co-founded New England Outerwear Co. in 2012. “We didn’t know if this thing would work, or if people even cared, but we wanted to record the process of us learning the craft of shoe making, the people we were forming relationships with and who were teaching us this art and the progression and growth of not just the product itself, but the brand and us as people.”

Today, New England Outerwear employs a team or craftspeople assembling shoes and boots from a small workshop in Maine. Through photos and videos shared to Instagram, the company’s followers get an intimate glimpse at the people and machinery behind their products. “A main goal of ours is to convey our process,” says Dan, “and the fact that our shoes are handcrafted in our own factory using timeless methods.”

The addition of video on Instagram, in particular, has given life to the time-tested fabrication process. Says Dan, “It’s perfect, especially for a company like ours. I can’t think of a better way to portray the craftsmanship and skill that goes into a handmade product with tradesmen or women using processes that have been around for over a hundred years.”

Aside from building a sustainable business, Dan has another hope: “Maybe we will inspire someone watching to want to learn and take up the trade themselves.”