EDWIN Smoke Suede Comfrey pictured above – Reimagining a new approach to materials with innovative production practices that favor environmentally-friendly methods, we are proud to expand our eco-friendly textiles range. With the same look and feel as traditional textiles, we made careful selections of hemp, recycled mesh and knit, adding sustainability and modernity into timeless styles that we have offered for nearly two decades.
I often tell people that in 2007 I saw the terms casual athletic being used by one brand, CLAE. I began buying CLAE for my own wardrobe because the shoes featured casual uppers with more athletic outsoles and I could wear them all day when I was a professor/teacher. I eventually began slanging CLAE on the grey market. The company didn’t like that at all and wanted me to tell them which of their shops was wholesaling to me. I didn’t want to give up those details, but soon after, that retailer stopped ordering the brand. That retailer had made a mistake in understanding their demographics. It’s a mistake that persists at other retail shops.
MALONE White Leather Smoke Comfrey
CLAE remains an opportunity for a smart startup who is looking to create an elevated retail experience in footwear. The brand has enough SKUs that could capture the consumer who is just as at home at a farmer’s market, as they are at the locally sourced restaurants. That consumer attends art shows and open mics, painting and wine events or musicals. There is an entirely overlooked market in footwear for a customer who is aged out of Foot Locker and City Gear. That demo is underserved and would appreciate a boutique setting where they can learn about sustainability and well-crafted goods.
HERBIE TEXTILE Neo Mint Recycled Terry
CLAE isn’t conquering sustainability, but I’ve said this before, a small brand takes a risk in delivering SKUs focused on providing a better product. Better products are not cheap and when Nike and adidas make classic shoes at a fraction of the cost, with name recognition built in, CLAE is making an admirable stand, but a very difficult decision. Which is why I’m sharing this information here. Every little bit counts and if I can share this post and the source link above (and on the pictures), then I can do my part in making sure that those who are looking to be better consumers know that they have options available.
