August 9, 2016
The space between casual and athletic footwear continues to be a sweet spot for brands, as shown in Yeoji, a new line of athleisure-inspired shoes developed by the Silverstein Company, the same firm behind Adrianna Papell.
A play on the name of the designer, Yeon Jee, who hails from South Korea, Yeoji is meant to be reminiscent of traditional Korean schoolgirl’s shoes, but with a modern spin. The collection, which made its debut at FFANY, features a broad swath of colors and materials, including custom engineered knits, neoprene prints, Velcro and soft leather uppers.
“The line is about a sense of well-being, health and calmness,” said Silverstein Company Sales and Marketing Rep. Jaclyn Cohen
While each shoe features an ultra-light, flexible contoured outsole, one unique feature of Yeoji shoes is an additional second outsole which can be hooked onto the main body of the shoe. The second outsole, which is patent pending, allows for added protection on rainy days, or while doing rugged outdoor activities, adding an element of customization for consumers who are increasingly looking for shoes they feel are unique to them.
Cohen said the idea is to get Yeoji into Urban Outfitters or Shop Bop, in addition to smaller yoga stores where she feels the line would play well.
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