Ugly Pretty
They’re unflattering.
They’re unfashionable.
They’re unflappable.
I’m not one for comfort zones.
But comfort brands continue to make their mark long after we were holed up in our homes during a pandemic.
Pretty Ugly seems to be the new Ugly Pretty.
Hard-on-the-eyes — but soft on our feet — brands such as Birkenstock, Crocs, and Hoka’s have taken over the conversation with record-shattering 1st quarter sales numbers.
Last week, Forbes amplified that German sandal maker Birkenstock reporting $524 million in revenue for the quarter up 22% from the year before. This just so happened to be “the highest revenue level” for a first quarter in the company’s existence.
Hoka, a cushioned-but-clunky shoe which I own (that my wife steps on repeatedly), reported a 34% increase in first-quarter net sales to $533 million, topping half a billion for the first time in their history.
The climb of Crocs, the ventilated comfortable clog who could be responsible for America’s ever-rising divorce rate, saw record first-quarter sales to a $939 million — a 6% annual boost. Crocs is also “luxing” it up with unique collabs like one going on right now with fashionista Simone Rocha.
It’s not just comfort that’s laying down a winning footprint on feet.
Aged meats or wine is one thing. Making new shoes intentionally look “beat up” feels like another. Golden Goose are selling lux shoes well north of $600 that look like each has been abused by a pair of feet for a decade.
Who else is pacing the “ugly pretty” movement?
Sweaty Betty touts themselves as “more loungewear to love”.
Vetements has their everything-to-hide and intentionally awkward supersized pieces.
Balenciaga is consider Spanish luxury.
Minimalism has taken a back seat to some thanks to Maximalism.
Is this courageous?
Something else?
If you don’t know what you stand for you never know when (and where) to take a stand.
All brands mentioned above know who they are and haven’t deviated much from their truth. Yet, each, had the courage to stay themselves while standing out from the same old — even when it meant manufacturing something that looked old.
Stay you.
Stray true.
Where it makes sense, perform your zag with courage.
