Footwear industry veteran Jeffrey Fitzhugh has launched a self-labelled brand of men’s footwear. The brand, reportedly inspired by the southern California lifestyle, is said to provide quality, comfort and detailed design.

The spring/summer 2007 includes three high-end leather sandals, two three-points and one slide and each style features an ergonomically-designed foot deck, hand-crafted stitching and dual density cushioned midsoles that form to the wearer’s foot.

Joining the Fitzhugh team is product developer Joe Croft, who worked with Mr Fitzhugh at Oakley. Internet entrepreneur Michael Ray will also join the team, focusing on management and operations.