DJ Honey Dijon is sweetening Scholl, creating a brand new capsule assortment for the long-lasting wood-soled slides.
The primary launch of the two-part collaboration below his vogue model Honey F–king Dijon, the capsule includes a sleeker, sexier tackle the clog. It is designed to go “from the seashore to the membership,” Dijon advised WWD. The gathering is an all-black colourway with outsized silver hardware and, for the heeled model, a extra shapely silhouette.
“The shoe could be very private, truly, and after I noticed that they have been reintroducing the model, it instantly jogged my memory of my mom and my childhood. I had this emotional connection to it,” Dijon advised WWD. The Chicago native has an affinity for her hometown model, and this launch was impressed by the economic aesthetic of her adopted dwelling in Berlin.
The model opened the archives at its Milan headquarters to the delight of Dijon, who calls herself a “queen of analysis”. Digging by way of classic footage was a treasure trove of data and pictures that talk to every thing from disco and membership tradition, to sustainability, to right now’s well being and wellness traits, to not point out the political similarities of the time. “There are a number of correlations occurring now that mirror what occurred within the ’70s, so it is fairly well timed.”
“There’s all this discuss proper now within the tradition about gender non-conforming and non-binary folks and clothes is for everybody. And I assumed it was a good way to re-introduce this iconic shoe to a brand new technology of children. It is such an iconic American shoe that it is actually stood the check of time, and I assumed it might be nice to raise it into the style dialog. There’s a lot cross-pollination between what is going on on now.”
Whereas he is reluctant to utter the phrase “consolation” for all of the frumpy connotations of Scholl’s orthopedic origins, he added: “All of us have very lively life now and the shoe suits proper into that. And as somebody who places up hours and hours and hours, having a very cool and trendy shoe that can be good for me is like perfection.”
It is also a method lifesaver for the busy DJ who could also be in 4 cities in per week for gigs. “I can go from the seashore to the airport to the membership, as a result of many instances I do not even have time to vary. And you do not even need to take it off once you undergo TSA,” Dijon joked.
“The market is so crowded that it has to have one thing to contribute to folks’s lives,” he added.
Honey F–king Dijon x Scholl
courtesy college
It is a part of a broader revamp of the long-lasting shoe that had its heyday within the ’70s and has been a favourite of celebrities from Audrey Hepburn to Sarah Jessica Parker. “[The goal is] develop the model and actually manifest the positioning as a frontrunner within the phase. Clearly, taking part in the style sport is an enormous half and an enormous pillar of that technique, and that additionally means elevating and rekindling the collections,” Scholl Sneakers CEO Tobias Klaiber advised WWD.
The expansion plan technique is two-fold with extra celeb and model collaborations to return. Is there one thing just like the Birkenstock and Dior deal within the works? “Clearly we do not wish to replicate or do one thing precisely the identical,” she stated, noting that they’re working with “extra democratic” manufacturers. Earlier this 12 months she dropped a collaboration with Danish cult favourite Ganni.
“We actually wish to choose companions who may be daring and courageous with us, the place we may be extra artistic and actually embrace the spirit of the model, questioning the established order and reinventing ourselves as effectively.”
With out giving particular figures, Klaiber stated enterprise has doubled previously 12 months by way of vogue shops resembling Le Bon Marché in Paris and KaDeWe in Berlin and that it’s rising in Asia, particularly China, Japan and Korea.
“Within the vogue area there are already many issues deliberate to return and there are additionally different initiatives that we are going to be selling,” he stated. There are three further collaborations within the pipeline for 2023, however Klaiber insists it isn’t a numbers sport. “We’re searching for long-term companions. Now we have a extra strategic view of brand name growth, however we additionally [collaborations] that basically helps us to be bolder, extra brave, to experiment and to be artistic”.
The capsule will launch in October and will probably be obtainable at Dover Road Market, together with further doorways. It is available in an inclusive measurement vary of 35 to 46.
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