Hush Puppies Collaborates with Vibram in FIVE, an Innovative Men’s Fashion Collection
ROCKFORD, Mich., June 20, 2012 /PRNewswire/ — FIVE from Hush Puppies innovates with a first to market collaboration between the global casual brand and the Vibram company. This unique, fashion-forward collection of men’s shoes blends the known comfort and performance of the popular Vibram® FiveFingers® inspired outsole with a fashion-forward Hush Puppies upper, truly innovating in the men’s footwear market. The outsole is based on Vibram’s hugely successful FiveFingers® design, but frames the foot and places a classic dress shoe or boot silhouette on the upper. FIVE will include vintage whiskey distillery displays at retail with distressed whiskey crates and barrels to create a sophisticated yet slightly rogue look and feel. The Renegade man is the personality of the FIVE consumer and this persona will be highlighted throughout the marketing assets of this unique collection. FIVE will be available at www.hushpuppies.com and at select retailers this September.
“This partnership sprang from a concept that Vibram owner Marco Bramani had been thinking about,” says Dani Zizak, vice president of global marketing for Hush Puppies. “He had personally created a one-of-a- kind Vibram shoe for himself to wear to more formal occasions. The idea seemed like a natural fit for the Hush Puppies brand, and it became an instant marriage of two brands. Marco and his team have been great to work with to deliver this exciting product to the men’s market. We are coining the consumer our ‘renegade’ gentleman, a character that came about organically as we worked out the design and packaging, which has a rogue look and is very exciting.”
A hybrid of form and function, FIVE is engineered with an anatomical Vibram FiveFingers-inspired sole designed to fit the natural contours of the foot for ideal fit and comfort. Grooved channels in the outsole allow for a high level of flexibility. This collection will introduce three silhouettes, the Brogue5, a classic wingtip design, Boot5, a wingtip boot, and the Base5, a casual loafer. All dress styles sit on a performance outsole that is flexible and comfortable with surprising bright colors. Distressed leather and suede uppers with a collapsible heel in the shoe profiles add a touch of distinction.
Designed to deliver the story of FIVE at retail in an innovative manner, key retailers will display FIVE product with distressed wood boxes which are based on a vintage whiskey crate design. Additionally, the FIVE campaign will unfold at retail with an interactive iPad presentation which includes the Renegade gentleman story, product imagery and its unique technology story.
The collection will be marketed to the ‘Renegade’ man taking each shoe’s distinct look and giving it a personality, the Gentleman (Base5), the Professional (Brogue5) and the Rebel (Boot5). Hush Puppies will work these personas into the marketing of this product via a microsite on the Hushpuppies.com website, at retail and through marketing assets.
In 1958, Hush Puppies introduced the world to a new kind of footwear — shoes with casual style and an easygoing attitude made to relax in. With over 17 Million pairs of shoes sold every year in 150 countries around the world, Hush Puppies is a global brand, a household name and a cultural icon. Yet our single obsession to create customer’s “favorite pair of shoes” remains the measurement of our success. With a unique formula of style and comfort in product, world-class marketing and a strong global platform, Hush Puppies is poised for even greater success. Inspired by the wonderful characteristics of our beloved basset hound icon, Hush Puppies is individualistic, easygoing and fun. Hush Puppies is a division of Wolverine World Wide, the world’s leading maker of casual, work, and outdoor footwear. Go to www.hushpuppies.com for more information.
SOURCE Hush Puppies