be*U（ビーユー）は2001年に台湾で徐義權氏と陳卓雲夫人によって誕生しました。

 

1988年徐義權氏は経済部国費留学生採用試験においてトップの成績で採用され、イギリスへ渡りヨーロッパのシューズのデザイン及び製造技術を習得。1989年イギリス技能検定試験においてトップの成績で合格、その後イギリスのデ・モンフォート大学院にて修士号を取得。

 

その後ロンドン王立芸術学院（ロイヤルカレッジ・オブ・アート（RCA））を首席で卒業した陳卓雲夫人と結婚し、息子の徐捷中が誕生。しかしその２人の息子はアジア人特有の厚い甲に幅広の足をしており、甲が薄く幅の狭い市販のシューズは足に合わない上、布製シューズでは見た目にも上品さが足りないと感じていた。そこで徐氏は最高のベビーシューズを自らデザイン・作製し、息子にプレゼントした。

この『ファーストシューズ』を永遠の宝物として保存できるよう、アッパーとソールには接着剤を一切使用しないで作製した。（接合部は接着剤が剥がれる心配がない。）これが大好評で、たくさんの友人や親戚から自分たちの子供にも一足作って欲しいと頼まれるようになった。

そこで、子供好きの陳卓雲夫人が、徐氏と協力し、当時既に軌道に乗せていたデザイン事務所を方向転換、『be * U 』ブランドを創設した。台湾の子供たちにも体に最も良いシューズを履かせたいという願いを込めて、ブランド『be * U』の歴史がスタートした。

 

＜創設者＞

徐義權

学歴：イギリスのデ・モンフォート大学院　ファッションデザイン研究科でシューズ‧皮革製品のデザインを専攻、世界でも有数の『靴作り』の修士号を取得。

経歴：国際発明展で金賞を１５回受賞、４０以上の発明で特許取得。
台湾内政部が設置した職業訓練機関で靴製造技能試験の出題委員及び、召集者を兼任。

現職：国立聯合大学工業デザイン科で常勤教師として務める傍ら、 、スイス‧ジュネーブ国際発明展中華民国代表団秘書長及びフランス国際発明展台湾代表団団長を務める。

陳卓雲

学歴：ロンドン王立芸術学院（ロイヤルカレッジ・オブ・アート（RCA））を首席で卒業。

經歷：英国コーテルデザイン賞（British Courtelle Design Awards）を受賞、台湾流行色彩協会を設立。 米国デュポン社などグローバル企業との１００件以上のデザイン実務経験を持つ。

現職：アジア流行色彩協会の主席。　ブランド『be * U 』最高責任者。

 

 

 

be*U was founded in 2001 by the man and wife team of Maurice Hsu and Cho-yun Chen

Cho-Yun Chen graduated from the Royal College of Art in London in 1991 in Textile Design, and started her design consultancy business in Taipei that year. She is presently the Chairman of Pan Pacific Fashion Colour Group. Her husband Maurice graduated from De Montford University in the UK in 1989 with a masters degree in Shoe & Fashion Design. As well as being the co-founder of be*U he is also currently lecturing at The National United University in the Department of Industrial Design in Taipei.

The idea for be*U came after the arrival of their son, Jack. As he was growing up, finding shoes that fitted correctly was a big problem - they couldn't get any comfortable shoes that catered to his wide feet, which looked good too. Eventually, Maurice decided to make a pair for his son himself. After seeing how happy Jack was in his new shoes, other parents asked for pairs to be made for their children, and so be*U was born.

They soon designed a collection of clothes that were practical and fun to complement the shoes. be*U has now extended its product range to include everyone from babies to adults. As well as being able to choose from a wide range of existing designs, be*U enables you to create your own designs and personalise your shoes.

To ensure the quality of their products, be*U has its own factory in Taiwan and all its products are made in-house.

In 2008, be*U won France i'nov Gold Prize. The company has won four international awards so far, as well as receiving numerous local prizes. Inspired by this, be*U will be expanding globally enabling everyone to enjoy our exquisite leather shoes.

 

 

＜FOUNDERS＞

The brand was founded in Taipei by Cho-yun Chen together with her husband and designer, Professor Maurice Hsu in 2001. When their child Jack was born, buying a first pair of shoes for his wide feet proved to be very difficult. Driven by his vision and passion to produce quirky yet comfortable shoes for his son, Prof Hsu applied his skills and be*U was officially born.

 

Maurice Hsu

With a Master’s degree from De Montfort University (UK) in shoe design, Maurice is currently teaching at Taiwan United University Industrial Design Department and has obtained several international awards for his creations. These include the Swiss Geneva Invention Gold Award, Russia Special Invention Award, Asia Invention Gold Award, Taiwan Invention Gold Award, Light Metal Innovation Award, Germany IENA Invention Gold Award, France I’Nov Invention Gold Award and Hungary Invention Gold Award.

 

Cho-yun Chen

With a Master’s degree from Royal College of Art, UK, Cho-yun is also the founder of the Taiwan Fashion Colour Association, Pan Pacific Colour Group and an honorary member of America C.M.G and Asia trend presenter. Cho-yun also takes on an active role as a colour consultant to MNC firms such as DuPont, Colin, Shiseido , ASUS, Yamaha Motorcycle, ACER and Formica.