Retailers live and breathe pointe shoes—they’re the lifeblood of your stores. But have you ever stopped to wonder how those shoes go from raw materials to the must-have pairs flying off your shelves? If so, now’s your chance to get an exclusive behind-the-scenes look inside Freed’s iconic pointe shoe factory in Hackney, East London.
To celebrate its 75th anniversary, English National Ballet sent lead principal Sangeun Lee to the factory to film a 20-minute mini-documentary showcasing how a ballerina’s most trusted tools are crafted by hand. Guided by Freed’s senior sales manager Sophie Simpson, MBE, she explores the many stages of production—from layering paper, hessian, and cloth to form the shoe block to cutting, measuring, and binding—a process which on average takes three weeks for one pair.
The video, titled The Making of a Pointe Shoe, is available to watch for free until July 31 (extended from the original deadline of July 13) in a dedicated anniversary section on the company’s website—you simply need to enter your email to gain access—alongside a variety of exclusive content, including performance footage, workshops, and costume insights.
With so much rich history to choose from, why did English National Ballet decide to spotlight pointe shoe making for its anniversary celebrations? “[Pointe shoes] are central to the artform, opening up the possibilities of what a dancer can do,” the company’s digital team told DRN via email. “At English National Ballet, each dancer receives at least ten pairs of new pointe shoes every month—each one customised and handmade. There’s a remarkable amount of hard work behind every pair.”
Working with Freed on this video was a natural choice for English National Ballet, as many of their dancers wear the brand’s shoes and have a close connection with their shoemakers. Each maker has signature methods that produce very different results. “Makers need to understand what a dancer requires and adapt the shoe depending on the dancer’s career stage, repertoire, or performance venue,” the digital team explains. In the video, Simpson also describes how Freed collaborates with company physio teams to create shoes that support dancers through injury. “That continuous relationship and support is key to ensuring a dancer feels confident and comfortable in their shoes,” adds the digital team.
Despite this close, symbiotic relationship, many dancers have never met their shoemakers in person—which is what makes Sangeun Lee’s visit to Freed’s factory so special. “It’s so fascinating to see how the pointe shoes are made,” Lee says in the video. “I feel like there is a certain connection. It’s my first time coming here, but I feel like I’ve known this place for a long time.”
Discover the magic for yourself by heading over to watch before access expires on July 31.
Emily May is the editor of Dance Retailer News.