Will Scholl’s Wood Clog Develop into the New Birkenstock? – WWD

MILAN — Noticed on the ft of a variety of celebrities over the many years, spanning from Twiggy to Audrey Hepburn and Sarah Jessica Parker, who wore them in a number of episodes of legendary TV show “Sex and the City,” Scholl’s signature Pescura picket clogs are anticipated to make an enormous comeback this spring.

Headquartered in Milan, Scholl Shoes — 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 girls to tone their legs simply by strolling, nonetheless, throughout the many years, what had been initially designed with a sensible aim 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 Shoes has launched a modern line, referred to as Scholl Iconic.

Revolving across the Pescura type, the Iconic line contains 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,’” stated Tobias Klaiber, Scholl Sneakers Group CEO and working accomplice 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 footwear.”

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

Klaiber additionally put the accent on the acute versatility of the Pescura footwear, which may be simply worn in and out — and may positively transition from day to nighttime — but additionally on their sustainable soul, because the construction of the shoe is manufactured from wooden. “Our footwear are made in a 50-year-old household firm situated in Northern Italy,” he revealed. 

Scholl’s Iconic line contains the Flat model, out there in denim, suede in pure tones, but additionally within the new Matte suede vary, that includes a vibrant shade palette of shiny tones; in addition to three high-heeled types: Pescura Attraction, Ibiza and Taormina. The Flat model can 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 Sneakers has partnered with international retailers throughout Europe, particularly in Germany, Italy, the U.Ok. and Spain. They embrace Merci in Paris and KaDeWe in Berlin.

“On the identical time, good requests are coming from Japan and China, which we’ll the goal within the second section of our technique,” stated Klaiber, who added that the footwear will vary from 79 euros to 155 euros. “We need to be a democratic, inclusive and accessible model. The posh facet for us doesn’t reside within the worth, 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 be creating partnerships with style faculties to problem the creativity of younger skills and provides them a spot for experimentation.

See additionally:

Birkenstock Sells Majority Stake to LVMH-Affiliated Investors

Dr. Scholl’s to Become Wellness Company

Spring 2021 Fashion Trend: Comfort

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