Renowned for it stylish customisable courts shoes, heels and demure sandals, Shoes of Prey is ramping up its customer offering with the online shoe retailer now turning to the booming athleisurewear market.
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.”
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.