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New Leader of Earth

Industry veteran Alison Bergen, most recently head of Aerosoles, takes the reins of the comfort company.

IT IS A job with a world of potential—literally. So says new Earth OpCo CEO Alison Bergen on why she jumped at the chance to lead the 52-year-old comfort company and its portfolio of Earth, Kalso, Earth Origins and Earth Spirit brands.

Bergen cites Earth’s tremendous history in wellness and quality, and its strong connection to the environment as key assets. “With a little bit of forward-thinking development, the product and brand are more relevant than ever and that opens up a tremendous opportunity to connect with a much broader audience,” she says.

The exec’s first orders of business: to bring clarity and focus to Earth 2.0. “What is the product evolution and who are the critical partners we can build deeper, prosperous relationships with going forward, be it wholesale distribution or the consumer directly,” Bergen says, adding that the goal for this year is to modernize the product and reintroduce some of the better product that was historically a very important driver for Earth. “There are so many incredible advancements in materials and technology, and we have a tremendous opportunity to deliver superior quality—durable, multi-purpose footwear that lasts for a lifetime.”

Also on the agenda is strengthening the company’s already strong to commitment to the environment. “Earth is doing a lot more than some other brands, but we can and will be doing a lot more to reduce our carbon footprint,” she says. “We feel a strong obligation to deliver on this promise given the weight of our name!” And while Bergen says not every shoe can be built with 100 percent recycled materials or chemical-free yet, a concerted effort to swap out components with more sustainable alternatives when possible and maintaining a commitment to quality while reducing impact on the environment will get the company to a very different place in five to 10 years. “Another part of this conversation

is slow fashion—reducing waste and supporting thoughtful consumption—is as important as making cleaner, more disposable goods,” she says. “It’s a balance, and we’re still refining and carving out our path on this front.” Bergen believes she’s up for the challenge. She possesses nearly 20 years of experience in the consumer and retail industries, most recently as CEO of Aerosoles, where she led the company’s turnaround from post-bankruptcy acquisition in 2018 to its sale to American Exchange this year. Prior to Aerosoles, Bergen held leadership positions at Diane Von Furstenberg, Michael Kors and Louis Vuitton. She believes her recent Aerosoles experience is particularly beneficial. “The brands share many similar attributes in product and distribution, but more so in where they are in their lifecycle,” she offers. “Great businesses with a strong core, talent and relevant DNA that feel a little out of relevancy. I love it because just like Aerosoles, I was able to provide clarity, direction and add value both as a merchant— my true love—on the product side as well as discipline on the financial side.” Then there’s the female executive perspective—a woman’s touch that Bergen believes is needed at Earth. While the company possesses attractive qualities in sustainability and wellness, coupled with it being Earth CEO Alison Bergen; a new hue a family-owned business for 50 for this spring from the successful years (last year Windsong Capital Birdline collection. became a majority stakeholder) that has created a “wonderfully friendly and organic culture that we want to preserve,” Bergen says it needs to be complimented with better discipline. “We need to listen to our partners where we might not have been the easiest to work with as a result of our more fluid process,” she says. “I’m not sure if that implies a female perspective is helpful, but as leaders we need to be empathetic, and we need to organized and multi-task as we drive creative evolution but also fiscal control. I’ve been

Nice Threads

Vintage rug boutique New England Loom launches wholesale collection.

IS THAT A rug you’re wearing?

New England Loom, a Wenham, MA, vintage rug boutique, is stepping into the wholesale shoe business with a collection of mules featuring uppers made of colorfully patterned rug remnants, so no two shoes are alike. Lindsay Graziano, who owns the business with her husband Josh, says the extension into footwear, beginning this fall, happened organically.

“We were chatting with one of our rug wholesalers in Turkey about purchasing some kilim rug fragments and I mentioned that they would be really cool on shoes. And he was like, ‘I know a guy who does that!’” Graziano says. After an introduction, work on product molds and samples began and, a few months later, the first shipment arrived.

“I was so impressed by the quality. Each pair is handmade with a lot of time and attention to detail and we’ve received amazing feedback,” Graziano says, noting they began featuring styles on their website about a year and a half ago. “We load new products onto our website every Sunday night, and footwear is consistently among the most sought-after items.”

The mules feature high quality and sustainable materials like leather lined, wood block heels and fragments of vintage kilim rugs

that are generally too damaged to sell otherwise. “It’s amazing to be able to repurpose the material and give it new life as shoes,” Graziano says, believing that part of the appeal lies in the beautiful designs people know and love in vintage rugs. “They’re also great for adding a pop of color and texture to any outfit. We joke that they are finally the rugs you can rock inside and outside of the house.”

Now the couple is thinking bigger with the launch of a wholesale collection. Production is done in small batches of about 250 pairs per order, giving the company the ability to scale up or down as needed. Graziano says the distribution is focused on retailers that sell other unique and one-of-a-kind items to a more boho customer. Targets include Anthropologie, Free People and Urban Outfitters. “Because no two shoes are alike, they’re also a great fit for smaller, more curated boutique retailers,” she adds. The SRP is $189 for heeled styles and $165 for flats. As for potential target customers, the appeal has been broad so far, according to Graziano. “We’re seeing a wide range of women aged 25 to 65 buying one—or more—pairs,” she reports.

New England Loom has already expanded its offerings to include handmade kilim duffel bags and fanny packs with the same supplier. Looking further out, the plan is to expand into kilim sandals at some point. In the meantime, the mule patterns change from season to season based on the rug fragments used. “There’s a market for sustainable, unique and fresh shoes that represent the season’s hottest trends,” Graziano says. “While mules are an industry standard, our colors and patterns offer consumers a one-of-a-kind look that ties in with current trends.” —G.D.

Rug facts: No two New England Loom mules are aliike.

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