Scene & Heard

An Ecco Design Studio Grows in Brooklyn

The Ecco Design Studio includes a showroom. ECCO, THE DANISH comfort lifestyle brand, wants a deeper connection with the United States, one of its largest markets. Specifically, it wants to develop meaningful relationships with an array of key wholesalers, vendors, designers and other creatives. So, what better way than its first-ever, U.S-based design studio, a 7,000-squarefoot, state-of-the-art facility in the Brooklyn Navy Yard, smack

dab in one of the nation’s cultural epicenters.

Brooklyn, in general, and the Navy Yard, specifically, were chosen for three main reasons, according to Tom Berry, president and CEO of Ecco USA. “First, it gives us access to New York—a global brand needs to be a part of this city,” he says. “Second, both Brooklyn and the Navy Yard are world class creative communities and provide both the network and venue required to drive creativity forward. And third, both Brooklyn and the Navy Yard are places that share many of Ecco’s core values around sustainability, responsibility, authenticity, inclusion and craft.” Berry adds, “Some brands are Manhattan brands. Ecco is a Brooklyn brand.”

The space will focus on footwear and bag design, prototyping, product line development and leather sales. It also will serve as a creative hub, hosting events and programs that emphasize sustainability, economic and social best-practices. To that end, Ecco will maintain an open-door philosophy as it believes connecting with neighbors and industry allies is key to organically telling the brand’s story. A recent event, Berry notes, was Decom, which saw Ecco’s leather business unit engage with a diverse group of people. “We had creatives from all over the country and industry, and the response was great,” he reports. Other events have included sales launches, key account meetings, media events and industry collaborations. “We like to think of our culture as open source, and we’re confident that this will benefit us in the long run as the act of creativity doesn’t always fit neatly into a transactional framework,” Berry says.

The collaborative efforts are expected to also inspire greater creativity within Ecco. “We’re confident that the result will be products that work not just for the U.S., but globally as well,” Berry says, citing the studio’s benefits of greater agility and relevance. “We’ll be able to move faster and make products that resonate more deeply with our consumers.”

The Brooklyn studio has already exceeded expectations, reports Berry. “We’ve started to build a great network and, most importantly, the first products designed in the studio will be on the floor this fall,” he says. “The response during sell-in was great.”

The response has been so positive that Ecco will soon open a second design studio—in Portland, OR. “We want to make sure that we’re an accessible and great partner to the vibrant footwear industry headquartered there,” Berry says. “Having studio locations in key cities globally and our home base in Denmark makes us stronger.”

Floafers Opens First Concept Store

PART LAB, PART retail experience, Floafers’ first concept shop opened for business last month in Bell Works in Holmdel, NJ, a destination for business, retail, recreation and dining. The 1,000-square-foot store is located in the same building as Floafers’ corporate headquarters—a close proximity that offers many advantages.

“We get instant feedback from consumers on a daily basis,” says Larry Paparo, CEO of Floafers. “Like our Test & React program, where we fly in select latest styles and colors already on order to see how they perform. If they do well, we’re able to add more orders before the initial shipment arrives.”

The store, designed in collaboration with Wisconsinbased 5 Axis Innovations, also serves as a model for future franchised stores and shop-in-shops. Its modular design can adapt to various shapes and sizes. “Many of our distributors have been asking for shop-in-shops, and this will enable us to present a consistent face to consumers,” Paparo says. “It’s a fun and easy way for people to step into the world of Floafers.”

That world, in Holmdel, showcases Floafers’ entire collection (currently 150 SKUs). Also on display are giant replicas of a Floafers shoe and a Crayola crayon (promoting the brand’s licensed scented kids’ collection) to draw in shoppers. Additional sensory touches include a pulsating light show and a beach scent. Paparo credits Sandy Morelli, operations manager, with the store’s vision and execution. “The moment shoppers enter, they’re hit with the fun Floafers vibe while learning all about our unique comfort features,” he says.

Paparo expects this store to be busy. Bell Works is a hive of activity. “There are many businesses, and events are happening all the time,” he reports, adding that the store’s location is an ideal kids’ draw. “Nearby is a Jersey Freeze ice-cream shop, a public library and a Montessori school. There’s also a turf area kids play on in front of our store that’s busy all day long.”

Angel to the Rescue

JEN SIDARY HAD to do something to help Ukrainians reeling from the Russian invasion. Time was of the essence. Millions of livelihoods and lives were at stake.

So, Sidary zeroed in on what she knows best: fashion footwear. Specifically, she launched Angelforfashion.com (AFF), an ecommerce site featuring Ukrainian designers. As the former head of Zappos Couture for seven years, followed by a stint as president of sales for Vivienne Westwood, Sidary has the expertise. She also already had plenty of connections as the creator of the Ukrainian Fashion NYC Project and working in Ukraine for a year, in 2021, for USAID Competitive Economy Program.

“When Alina Kachorovska called me five days into the war asking how she could sell all the inventory in her two stores in Kyiv, as well as all the raw materials in her factories, I knew I must take on this challenge,” Sidary says. “The Ukrainian fashion brands needed to immediately come together on one platform to showcase all their incredible designs and begin to generate revenue immediately as their businesses had been halted by Russia’s war.”

Building a fully functioning ecommerce site from scratch—one featuring collections from 30-plus brands and completed in mere days— was no easy feat. Indeed, Sidary didn’t sleep much during the build phase leading to AFF going live in early April, but that was a small price to pay. Fortunately, she had a great team assisting her, including Barcelona-based site developers, Maktagg, that she says crank out custom web pages in no time. Also on board was refugee fashion designer, Valery Kovalska, who was crashing on Sidary’s couch in Los Angeles. She helped enlist fellow Ukrainian designers to join the site. “We worked extreme hours, as Los Angeles is 10 hours behind Ukraine,” Sidary says, noting that one intense stretch saw them upload 800 products in five days. “Luckily, I had help from Alina’s site merchandiser and even my ex-boyfriend in Paris helped. We just pushed hard to make it all come together!”

So far, so good. Sidary reports the site had more than 15,000 unique visitors, from over 80 countries, in just the first month. “We’ve sold every product category from our opening price point to our highest, including orders from presell and live inventory,” she says. “I’m absolutely thrilled with the results so far, but I won’t celebrate until every brand has received sales. I have a bottle of Billecart-Salmon for this day!” That may take a while, as Sidary reports there is now a waiting list of more than 60 brands wanting to join AFF. In addition, three already featured on the site—Riot Division, SNDCT and POHUY—haven’t been able to provide inventory yet. The owners and employees of these brands are fighting on the front lines and haven’t had the time. “The boys still respond to me all the time, even while fighting for their country’s freedom,” she proudly reports.

Sidary says, above all, AFF is a shopping site. The initial mission remains the same. “We are here to do business,” she says. “We want to see more customers become ‘Angels for Fashion’ as the money from sales goes directly to the brands.” Sidary adds, “This war could last a long time. The fight for the world’s freedom isn’t ending any time soon.”

In the meantime, AFF also gives these Ukrainian designers hope. “The most inspiring part of the project for me is how it has helped give the designers a positive outlook during this horrific time,” Sidary says, noting that many have received heartfelt messages of support. “Many have also reopened their own sites, which I feel is partially attributed to us showing them they can still do business during this war,” she adds. Next up for AFF: brand extensions, like Jenn Sidary pop-up stores possibly this summer to meet consumers in person in the U.S. and Europe. Sidary is also being honored for her efforts at a women’s luncheon for the Delivering Good charitable foundation this month, where many influential industry professionals will learn all about the platform. AFF is a labor of love for Sidary, which is an extension of her love affair with all things Ukraine—one that fully blossomed after living there while working for USAID, where she assisted small- and medium-sized fashion enterprises. “I felt an instant connection the minute I landed on Ukraine soil,” she says. “The people, their attention to detail, their outstanding cuisine, cocktails and their fashion industry had me enamored immediately. Once you visit Ukraine, you completely fall in love.” Sidary adds, “After Ukraine wins this war, everyone must visit! Slava Ukraini!”

My Twenty Five is one of 30plus designer brands featured on the ecommerce site.

Ukrainian refugees employed at Gabor’s Slovakian factory.

German Brands Step Up for Ukraine

KANNER CORPORATION, U.S. distributors of Gabor and Haflinger, reports the two German brands are doing what they can to aid Ukraine. The efforts include donating funds to support victims of Russia’s invasion and employing Ukrainian refugees to work in their factories.

To date, Gabor has hired 17 refugees to work in its Bánovce, Slovakia factory, which borders Ukraine. Most of the workers are women, and many of them brought their children and the children of relatives and acquaintances. The children are cared for in the city’s municipal kindergartens, while the women go about performing their new jobs.

“At least some can now make a living working for Gabor—a ray of hope in such a difficult time for them,” says Achim Gabor, chairman of Gabor Shoes. The new employees are also a valuable support for Gabor, as the manufacturer is increasing production capacities following the pandemic’s slowdown. In fact, the company is looking to hire more Ukrainian refugees at its Slovakian factory, which currently employs 1,000-plus people.

In addition, Gabor has donated ¤25,000 to the Slovak Red Cross as well as 3,500 pairs of shoes to people who’ve fled Ukraine war zones. Many Gabor employees are also taking part in the efforts to donate funds. “We watch this war with horror,” Gabor says, noting that the company ceased shipping goods to Russia in March. “Many refugees urgently need help, and more are arriving every day.”

Against all odds, Haflinger proudly reports its factory in Lwiw, Ukraine, remains up and running. The wool clog company produces 200,000-plus pairs annually in the facility. It’s a partnership that dates back 15 years. The company, founded more than 50 years ago, is committed to doing everything possible to keep the factory, which employs about 200 people, operational. “Admirably, our Ukrainian factory continues to run at full capacity while trying to overcome significant transportation and logistics obstacles,” says Edward Kanner, CEO of Kanner Corporation.

The fact that those employees are able to even show up for work amid the chaos is a testament to their dedication, Kanner adds. What’s more, keeping workers employed provides income as well as a sense of normalcy. It’s a win-win for the factory workers and Haflinger. “We stand side by side with our German headquarters in support of our Ukrainian friends and colleagues,” Kanner says.

Wrangler Marks 75th Anniversary with Eco Collab

GREEN IS GOOD, as well as a good way for two western heritage brands, Wrangler and Twisted X, to show their passion for protecting the planet. That’s the impetus behind Wrangler’s 75th anniversary collab with licensee, Twisted X. The shoes feature the latter’s proprietary Zero-X no glue construction, ecoTWX fabric created from recycled plastic bottles, leatherTWX fabric utilizing recycled scrap leather and rice husk blend outsoles. Each style is topped off with a commemorative logo in honor of Wrangler’s 75th anniversary.

“Sustainability is nothing new for either of these brands as both are committed to responsibly made products and take great care in what materials are put into them and what processes are used,” says Prasad Reddy, CEO of Twisted X. “Wrangler uses materials such as sustainable cotton, recycled fibers and hemp to create their denim, and as Wrangler expanded into footwear, it only made sense to tap into the expertise of Twisted X, an established leader in sustainability.”

The commemorative collection of casual slip-ons include two men’s styles and two women’s styles. The interlocking stitching method ensures a secure fit and long-lasting durability. Reddy adds that palette—steel gray, khaki/golden honey, shitake and gray ice—are designed to go well with Wrangler jeans. The collection also pairs well with the brands’ target customer base. “Wrangler and Twisted X both share a passion for protecting the planet that stems from a deep respect for western heritage, where people truly love and live off the land,” he says.

Reddy reports Wrangler footwear, which debuted last year, is gaining traction. Despite pandemic headwinds, the brand

is being exposed to more retailers and sales are growing. He credits the success, in part, to the two brands similar focus on quality, comfort and sustainability. “Wrangler is an iconic brand, especially in the western market, that consumers know and trust,” Reddy says, noting that Twisted X coordinates closely with its apparel team to ensure every style is tied in with Wrangler’s design aesthetic to maintain a cohesive brand experience for customers. “By tapping an expert in the footwear category, Wrangler is delivering on that brand promise.”

Green shoes that go great with blue jeans.

San Diego Convention Center

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