Will Scholl’s Wood Clog Turn out to be the New Birkenstock? – WWD

MILAN — Noticed on the toes of a variety of celebrities over the a long time, spanning from Twiggy to Audrey Hepburn and Sarah Jessica Parker, who wore them in a number of episodes of legendary TV present “Intercourse and the Metropolis,” Scholl’s signature Pescura wood clogs are anticipated to make an enormous comeback this spring.

Headquartered in Milan, Scholl Footwear — which operates the footwear label globally, apart from the U.S., the place the Dr. Scholl model, that includes a special positioning, is operated by a special firm — is relaunching the shoe initially designed within the Nineteen Sixties by Dr. William Scholl. He initially conceived that as a method serving to ladies to tone their legs simply by strolling, nonetheless, throughout the a long time, what had been initially designed with a sensible purpose grew to become a method icon.

Because of the investments of personal fairness Aurelius, which in 2015 acquired the model’s European and Asian license, Scholl Footwear has launched a modern line, referred to as Scholl Icon.

Revolving across the Pescura model, the Icon line consists of two silhouettes, the Pescura Flat and the Pescura Heel, developed in 11 types.

“This mission is rooted in a single idea, which we name ‘haute consolation,’” mentioned Tobias Klaiber, Scholl Footwear Group CEO and working companion of Aurelius. “We strongly imagine that haute aesthetic and luxury don’t exclude one another and that may go hand-in-hand, because it occurs with our sneakers.”

Scholl Icon’s Pescura wood clog in suede. 
Courtesy of Scholl

Klaiber additionally put the accent on the acute versatility of the Pescura sneakers, which might be simply worn inside and outside — and might undoubtedly transition from day to nighttime — but in addition on their sustainable soul, for the reason that construction of the shoe is manufactured from wooden. “Our sneakers are made in a 50-year-old household firm positioned in Northern Italy,” he revealed. 

Scholl’s Icon line consists of the Flat model, obtainable in denim, suede in pure tones, but in addition within the new Matte suede vary, that includes a vibrant coloration palette of vibrant tones; in addition to three high-heeled types: Pescura Attraction, Ibiza and Taormina. The Flat model can also be revamped for a double strap mannequin and for a method exhibiting a versatile insert making the match much more snug. As well as, the road carries the Miami Clog.

For the relaunch, Scholl Footwear has partnered with international retailers throughout Europe, particularly in Germany, Italy, the U.Ok. and Spain. They embody Merci in Paris and KaDeWe in Berlin.

“On the similar time, good requests are coming from Japan and China, which we’ll the goal within the second section of our technique,” mentioned Klaiber, who added that the sneakers will vary from 79 euros to 155 euros. “We wish to be a democratic, inclusive and accessible model. The posh facet for us doesn’t reside within the value, however in our heritage and in the truth that since they’re handcrafted; there’s a restrict to availability.”

Based on Klaiber, the model is not going to solely develop collaborations with manufacturers and designers, however can also be creating partnerships with trend colleges to problem the creativity of younger skills and provides them a spot for experimentation.

See additionally:

Birkenstock Sells Majority Stake to LVMH-Affiliated Buyers

Dr. Scholl’s to Turn out to be Wellness Firm

Spring 2021 Vogue Development: Consolation

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