Nick Dreyer: Making SA's iconic Veldskoen into a global champion

There was no time in my recollection when my modest shoe collection did not include a pair of "vellies" - the iconic South African product that goes back to the days when people used animal hide to make their footwear. But it was only in January that I became acquainted with a supercharged version that is now being marketed globally by a company called well, Veldskoen. The stylish version of the old classic came to my rescue, via ace photographer Greg Beadle, during the World Economic Forum in Davos. On Rational Radio this week I got to chat to one of the co-founders of this young business which is now 49% owned by Brian Joffe's JSE-listed investment company Long4Life.