Mephisto celebrates its 50-year anniversary with its new shoe line, the Rainbow 1945. Photo: Courtesy of Mephisto

Famous French handmade leather shoe brand Mephisto inaugurated its 2015 nationwide tour exhibition in Beijing on April 17. Themed "To create a legend with magic ingenuity," the tour exhibition is aimed at conveying a French lifestyle and its pursuit of comfort and simplicity.

The tour exhibition showcased Mephisto's elaborate craftsmanship with a romantic French retro model show and a European organ grinder performance. Mephisto arranged customized styling for each customer, including an option to have their name printed on small leather goods to manifest the customer's honorable status.

Mephisto's mission is to "produce the most remarkable leather shoes in the world," and they insist on making shoes with traditional handicraft methods. After 50 years of continuous development, studying technology and integrating it into the shoemaking process, Mephisto prides itself on making some of the most comfortable shoes on the market. Its founder Martin Michaeli named the brand Mephisto, originating from Goethe's everlasting masterpiece Faust, to express his constant pursuit for perfection in the shoemaking process. The shoes of Mephisto are praised as "magical shoes."

Fifty years ago, Mephisto released its first line of shoes, Originals, which became popular in Europe and made the brand become trendy and rapidly spread to America. This year marks the 50th anniversary of Mephisto. To pay homage to the classic, Mephisto released its Rainbow 1945 series. This series copies the style of the Originals and integrates the most popular contrast color elements, which is simple and eye-catching. A colorful shoe sole echoes the color of the shoelace, perfectly combining fashion and comfort.

Like the Originals, Rainbow 1945 incorporates natural leather lining and frosted skin. Its 100 percent natural anti-slip and anti-wear rubber heel is soft and comfortable, and may effectively protect the spine and joints against injury when walking. Rainbow 1945 also features modern technology called "perspective punching," which keeps the shoes well ventilated so that the wearer's feet are dry and feel pleasant throughout the day.

Mephisto shoes use superior Italian or Portuguese leather and are hand-tailored by European craftsman stitch by stitch. Each pair of Mephisto leather shoes goes through more than 160 shoemaking processes, has at least 14 exclusive technological functions, and offers the most comfortable walking experience to every customer. The fact that Mephisto boasts more than 800 exclusive shops in 86 countries and more than 20,000 sales outlets proves that many are enchanted by the famous European brand. European royals are loyal customers of Mephisto. For Mephisto, every shoe enthusiast is the motivation, and Mephisto will bring about a more comfortable walking experience.