Why the kids are kicking back into comfort footwear

The long term appears vibrant for comfort and ease footwear, regardless of the simple fact we are now rising from lockdowns, when lengthy walks became one of the primary kinds of leisure.

Skechers declared a jump in gross sales boosted by an boost in need for its “comfort technology” solutions. In the three months to thirty June 2021, the US footwear manufacturer created world-wide overall gross sales of $1.66bn (£1.42bn) next a 147.three% calendar year-on-calendar year boost in domestic gross sales and a 113.seven% boost in global gross sales.

Crocs also posted report gross sales in the three months to thirty June, up ninety three% calendar year on calendar year to $641m (£465m).

In the meantime, gross sales and income have jumped at Dr Martens – pre-tax income were being up 34% to £151.4m in the twelve months to 31 March, compared with the earlier calendar year.

Birkenstock is also warm house. The German sandal manufacturer was taken about by LVMH-backed US venture capital and personal fairness company L Catterton in February this calendar year.

Despite the fact that Covid-19 constraints have now lifted, sensible sneakers are continue to in vogue. As effectively as its main consumers, gross sales are getting pushed by a new generation of customers.

Higher street footwear retailer Schuh tells Drapers that, for the earlier 6 decades, Ugg and Birkenstock gross sales have developed effectively into double digits, compared with the exact period very last calendar year, while Crocs are now in triple-digit expansion.

Schuh getting director Nicola Monachello points out: “As we moved into spring/summer season 21, Crocs have been a massive trend among the our college student consumers, getting already been well-known in the US.

“Comfortable footwear has normally been massive for us, but this has moved into getting worn considerably more fashionably and distribute across a assortment of makes, together with Birkenstock, Dr Martens and our personal Schuh vary. Chunky, straightforward-to-dress in sandals are the warm product this time.

“This trend is not going absent: consumers have turn into utilized to sporting comfort and ease footwear during the pandemic and will carry on to do so in a stylised way.

“However, we are also starting to see more official product or service and going-out sandals boost in gross sales, so watch out for the return of more official footwear, also.”

Effectively heeled

Heels may well be back again, but it seems consumers are getting them along with – relatively than as an alternative of – comfort and ease footwear.

This is undoubtedly what Emily Gordon-Smith, director of purchaser product or service at trend-forecasting agency Stylus, has observes: “We are undoubtedly seeing the return of escapist, dressed-up appears as an antidote to lockdown lounge, but it is not the prevailing trend – more an chance to categorical oneself on a evening out or unique event. The everyday is continue to all about keeping it comfy and peaceful.”

Neil Saunders, running director for retail at current market researcher GlobalData, agrees that comfort and ease sneakers continue to have a location along with considerably less simple clothes as individuals return to social gatherings: “The informal snug trend will undoubtedly carry on in footwear and be element of a broader trend of casualisation in fashion as a total.

“This consists of a diploma of incongruity in which individuals will combine more official and structured variations with extremely informal goods this kind of as a pair of Crocs. [US musician] Questlove wore gold Crocs to the Oscars, so footwear that was considered more suited for ambling all around the back garden is now getting observed in areas customarily linked with high fashion.”

“Unsightly” renaissance

The trend for “ugly” simple sneakers first took off in the early 2000s, when Crocs and Uggs were being extensively perceived as an not likely fashion achievement story, but they are now taking pleasure in a renaissance in level of popularity many thanks to Generation Z (aged 6 to 24) sporting them as retro nineties and 2000s variations.

Gordon-Smith points out: “Crocs is carrying out specially effectively – nailing the 2000s nostalgia trend, which is so massive with Gen Z correct now, while also keeping items refreshing in some truly interesting collaborations with the likes of skate manufacturer Palace, Justin Bieber’s [clothes label] Drew Dwelling, [American DJ] Diplo and the [Russian audio group] Little Major.

“Likewise, Ugg truly appeals with its legendary super-smooth boots that were being hugely well-known in the early 2000s – tapping into that retro trend once more – but getting also launched some good new variations this calendar year, producing the label a go-to for comfort and ease-led fashion footwear options.”

But even nevertheless these comfort and ease makes have in numerous strategies turn into a fashion statement, it is noteworthy that they are also getting chosen because of their structure. They are, following all, snug, and so suit effectively into the broader trend for wellness and wholesome existence next the pandemic.

Brands this kind of as Crocs and Birkenstock have also invested in smart marketing strategies and obtained trustworthiness among the a more youthful audience by means of collaborations with influencers, designers and musicians.

It seems in today’s Covid-colored world, comfort and ease will not be compromised.