Shoes of Prey Coins in on Athleisure Dollar

Athelisurewear has risen steadily over the last four years to becoming a multi-billion industry within fashion retail. The term “sportluxe” emerged around four years ago, which is the merging of sportswear and luxury.

Luxury brands like Alexander Wang, Louis Vuitton and Chanel have been weaving sportswear into their collections with streetwear and sport brand collaborations – to coin in on the atheisurewear boom, while street wear retailers like Forever New, H&M and Topshop have been launching their own sportswear collections as well. When it comes to sneakers, the trend has increased by 159% since 2013, according to retail tech firm EDITED.

Unable to ignore the boom in fashionable sportswear, Shoes of Prey is now also on the hunt for the athleisure dollar. The company has just launched its fully customisable sneakers on its online platform. It’s not just a case of customers being able to monogram or pick leather colours – multiple facets of the sneaker are able to be customised, from sole thickness, to shoe lining, to contrast panels, fabrics, eyelets and even lace tips – it’s a much more tailored offering for the customer.

“The thing we’ve seen in the past couple of years, and it isn’t news to anyone, is athleisure as a hugely growing category – it’s crazy not to be part of it,” says Shoe’s of Prey’s co-founder and creative director, Jodie Fox, according to The Australian.

“Today, sneakers are well and truly integrated into everyday fashion, and we’re seeing women become more accustomed to balancing style and comfort.”

The brand not looking to compete with the big name brands like Nike and Addidas, according to Fox, but rather it’s looking to rival streetwear labels.

Fox has had her eye on launching the new offering for the last couple years, according to SMH, with the former lawyer saying that consumer demand and market trends, from Gen Z and millennials in particular, is what spurred the company putting things into action 10 months ago.

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2 thoughts on “Shoes of Prey Coins in on Athleisure Dollar

  1. Great Australian success story. Hope the next stage for them goes well too! It definately does seem as though atheletic and sporting wear is only going to grow in the coming years.

    • Tall
    • 2nd October

    The main issue with SoP is that they no longer offer a wide variety of sizes, after years of catering to every foot size, they now only cater to the average Joe (ie: people who can buy shoes in a normal shoe shop), which negates their value as a brand. Perhaps they need to change their slogan to “custom made shoes as long as your feet are an average size”. I used to be a big fan of theirs, as I have a longer and wider sized foot than your average person, but now I am part of the demographic they no longer care about. I’d be interested to know how much of the market, others like myself, they have decided to cut?


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