The veldskoen has ditched  its image as a hardy farmer’s boot and is stepping into the US market after catching the attention of celebrity investor Mark Cuban and actor Ashton Kutcher. A Durban-made shoe brand that goes by the same name, Veldskoen, now counts Cuban and Kutcher among its high-profile investors, along with Brian Joffe’s Long4Life. Joffe’s JSE-listed investment vehicle bought 49% of Veldskoen in 2018, aiding its entry into the UK and Europe. The brand was later introduced to Cuban and Kutcher by a South African expatriate in California, Steve Watts, who previously received funding from the American duo after appearing on the reality TV series Cuban co-hosts, Shark Tank. Cuban, who also owns the Dallas Mavericks basketball team, and Kutcher, Watts and Watts’ wife Angela, now have a 50% stake in Veldskoen’s fledgling US business. Kutcher rose to fame after starring in the hit TV series That ‘70s Show. The veldskoen is said to be the predecessor of a style of shoe known i...

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