Aerosoles is kicking up its new 3.25-inch leopard-print heels. And 3-inch wooden-heeled clogs, and 4-inch snake skin-embossed leather platforms.
The brand, which has always been known for comfort, is asserting its style. Aerosoles’ walk on the more fashionable side is being spearheaded by recently hired creative director Mirco Scoccia, who learned about footwear at his family-run shoe factory in Italy and worked for many years as senior designer at Bottega Veneta, before moving in 2012 to New York City. Scoccia’s Stateside résumé includes Belstaff, Tory Burch, Cole Haan and M.Gemi.
The first Aerosoles collection with Scoccia’s imprimatur will be available in spring 2020, however, he’s already started to make a mark on the brand.
The label is embracing adjectives such as trendy, rugged, sexy, elegant and pretty, and all styles have proprietary technology such as diamond flex soles and memory foam insoles.
“Basically, we started with the archives and we’re working on the casual categories,” Scoccia said. “We’re working with new fits, material and colors, and we’re working on craftsmanship. We have innovations such as the foam insoles.”
“[The customer] is a little more dressed up and sophisticated in her sensibility,” said Alison Bergen, chief executive officer of Aerosoles. “We want to bring more clarity to what the brand stands for besides comfort. We’re infusing the brand with a more feminine style. It’s always stood for femininity, color and the dress casual space.
Aerosoles, which in 2017 filed for Chapter 11 bankruptcy protection, last year was acquired at bankruptcy auction by Alden Golden Capital LLC.
“In addition to aesthetics, we’re asking how can we continue to push the limits and bring our product language to the next level,” Scoccia said. Aerosoles is also pushing back on tradition in the store. Brand representatives wear casual denim uniforms designed by emerging direct-to-consumer brand Même Chose, and the decor features weekly presentations of flowers by florist Laurel St Romain of Dead Flowers, whose first variety is Anturium.
When Aerosoles launched in 1987, armies of working women trekked to their offices wearing puffy white sneakers, which they exchanged for shoes when they got to their offices. The brand’s new digital campaign makes the point that women still seek comfortable footwear.
#Showup features women from all walks of life and highlights how they #showup for themselves and what they believe in. The campaign is built on the idea that women can #showup at their best if they’re wearing comfortable shoes and not distracted by aching feet.