John Fluevog – originally a designer for Dr. Martens – left when he realized that he himself could better design a sole. He did, and his patented "angel sole" is at the center of John Fluevog's emphasis on "wearable" style. The John Fluevog Street location is fun and ironic – it claims its shoes to be "Satan Resistant." Although his designs are predominantly of leather, his annual design of "advanced breathable non-leather material" comes with a tag, reading "no animals were harmed or even thought of negatively" in the production of the shoe. All designs have very limited runs. John Fluevog's unofficial policy is to hire active artists and musicians to staff the store, and even has a number of artistic grants in place, available only to employees. His sensibilities have attracted artists and celebrities. For instance, Doc Hammer, co-creator of The Venture Brothers, was so taken with John Fluevog on Newbury Street that he hand-painted the store's sign in exchange for two pairs of shoes.