In the men’s shoe salons of Japan’s department stores, there is a special time devoted to choosing shoes. Sizes are measured, several pairs are tried on, and conversations unfold with the staff on the floor. Within that exchange, one pair naturally comes into focus.

Behind this process is a team dedicated to men’s footwear. Professionals who understand shoe construction and fitting support the time it takes to choose a single pair.

Through this collaboration, NEGRONI has begun a new form of presence within department store environments, working alongside TOMOE—an established company with a long-standing track record in the field of men’s footwear.

　
In the men’s shoe salons of Japan’s department stores, many small judgments accumulate before a single pair is chosen. From the moment a customer steps onto the sales floor, the staff begin to read, little by little, both the shape of the foot and the customer’s sense of preference.

Body type, the way one walks, and the first pair one reaches for.

Using these small clues as a guide, the range of shoes to propose is gradually narrowed down.

Mr. Takahashi of TOMOE SHOJI CO., LTD., who has spent many years as a sales professional at Nihombashi Mitsukoshi Main Store, says that he “first looks at the customer as a whole.”

“At first, I try to take in the overall impression of the customer—their presence, or what you might call their atmosphere. After that, I look at their feet. In many cases, especially with men, body type and foot shape tend to correlate, so I observe their build and skeletal structure before measuring their feet.”

The first pair a customer reaches for also becomes an important clue for the sales professional.

“By looking at the products a customer picks up, we can often get a sense of what they are looking for and what they prefer, so I pay close attention to that as well.”

On the sales floor, customers are first encouraged to take their time handling the shoes. From there, the options are usually narrowed down to two or three models, and fitting typically begins with the one that first caught their interest.

They put on a pair, take a few steps, then sit down again to try another. As this exchange is repeated, there are moments when a pair simply feels right the instant it is worn.

It is the experience of the sales professionals on the floor that brings about that moment.

“The moment I feel a pair is right is when there’s minimal strain on the foot and a secure fit. Sometimes, when putting the shoe on, you can hear a soft ‘whoosh’ as the air escapes. When that sensation occurs, it’s often a sign that the fit is just right.”

NEGRONI’s driving shoes, too, are sometimes seen on the sales floor as shoes of a rather unusual kind. While they may appear almost like sneakers at first glance, their soles are designed with pedal operation in mind, and the uppers are shaped to wrap around the foot.

When asked about the reactions of customers trying NEGRONI for the first time, Mr. Takahashi says:

“Many customers are first drawn to the color variations, which you don’t often see with other brands. But once they actually try them on, many are surprised by how easy they are to slip into and by the way the shoe holds the entire foot more securely than expected.”

Because they are called driving shoes, some customers initially assume they are meant only for use in a car. However, on the sales floor, they are often introduced as a pair that balances both driving performance and everyday comfort.

“NEGRONI’s products are characterized by the fact that, while they are driving shoes, they also offer a level of comfort that makes them easy to wear in everyday life—lightweight, with a fit that wraps around the foot, and designed with a wider profile. Being made in Japan, they can also be easily resoled, which makes them easier for us to recommend to customers.”

On the sales floor, fittings are carried out while explaining the structure of the shoes and the services that come with them. The differences between shoes are not easily conveyed through photos or descriptions alone. It is often only by actually wearing them that customers come to understand the way the shoe adheres to the foot and the intent behind its construction.

In the men’s shoe salons of Japan’s department stores, a wide range of brands are displayed—business shoes, dress shoes, casual sneakers, and more. Among them, however, the category of “driving shoes” remains relatively rare.

Mr. Miyamoto from the product department of TOMOE SHOJI CO., LTD., and Mr. Uematsu, who oversees sales promotion, have observed many brands over the years from their position supporting these retail environments. NEGRONI was one of the brands they had long noticed on the floor.

“Even among the men’s shoe salons in department stores, it stood out as a brand with its own distinct world. It was clearly different from conventional shoes, and at first, I had the impression that it was something special—made for people who truly love cars.”

Most men’s shoe salons are centered around business footwear, and NEGRONI was initially understood within that context as a shoe with a clear purpose: driving. Yet once it began to be handled on the sales floor, different qualities started to emerge as well.

Because they are called driving shoes, some people assume they are shoes meant only for the car. Yet on the sales floor, they are often chosen just as much for everyday wear. At the same time, from the standpoint of explaining the appeal of the product to customers, NEGRONI’s driving shoes also stand out for their strong functional qualities.

In a traditional men’s shoe salon, there is value in the process itself—the act of trying on different pairs and gradually arriving at the right one. Sitting down, changing shoes, and continuing a conversation. Checking size and comfort while trying each pair with the guidance of the staff. Within that time, the pair that suits a customer’s feet, preferences, and way of life begins to come into view.

For the sales professionals on the floor, that time is equally important.

“In the men’s shoe salons of department stores, we place great value on customer-focused service. It’s especially rewarding when the pair we suggest aligns perfectly with what the customer has in mind. And we always hope it leads to a long relationship. Seeing more customers return and gradually becoming familiar faces is one of the true pleasures of this work.”

A pair chosen in this way carries with it a kind of time that goes beyond a simple purchase. A men’s shoe salon in a department store may be not only a place to choose shoes, but also a place to come to understand them.

Through this collaboration, NEGRONI will begin shaping a new form of presence within department store environments alongside TOMOE. To experience NEGRONI’s driving shoes in a setting where sales professionals understand the shoes themselves and guide each fitting with care feels, to us, like a very natural progression for the brand.

Mr. Miyamoto of TOMOE’s product division speaks about the initiative in the following way:

“We hope to create sales floors and products that convey the craftsmanship NEGRONI values so deeply, as well as the brand’s enduring passion for the automobile. By bringing together the perspectives of both NEGRONI and TOMOE, we would like to communicate the brand’s appeal through the kind of service and guidance that only a department store can offer.”

To try on shoes on the sales floor and find the pair that truly fits.

Through that special time, we hope to share the appeal of NEGRONI’s driving shoes with even more people.