Once the preserve of only martial arts enthusiasts, Feiyue got a new lease of life in 2006 since when it has grown in popularity especially, it must be said, with foreigners. It’s a Shanghai shoe, proudly Shanghaiese and I have a pair myself. They are really cheap – I paid £7.50 for mine – but good-looking and comfortable.
There are several different styles but the cool dudes go for the simple originals, the basic shoe, which when I was in school, used to be called ‘pumps’. There’s something nice about going back to basics, especially when they are locally produced and cheap. They are certainly the only footwear which I have owned that people have commented on. “Are those Feiyue?” they ask. I proudly confirm it. 
Once on the metro, an old Chinese man pointed to my shoes and I think he was amused that now foreigners wear these basic old Chinese shoe. I suppose it must appear odd to the Chinese that foreigners, who have money, decide to buy Feiyue. They have become the brand to wear on the streets of Shanghai. Forget Nike, Adidas, Puma etc. Feiyue is what the fasionistas are seen in these days.
The location of the shops are a give away – where else is better than Anfu Lu and Wulumuqi Lu to locate your shop when you are targeting foreigners?
Get your Feiyue before the prices start to reflect their popularity.