When old becomes new: Frumpy brands get makeover

Just when you thought you could peg Crocs as uncool, along comes Christopher Kane. The British designer sent his models down the runway during his Spring/Summer 2016 show in London earlier this month wearing a luxed-up version of the foam clogs with precious gemstone Jibbitz (the little adornments that you can decorate your Crocs with) on them.

“I always work with unexpected items and combinations, transforming the everyday into desirable luxury. I wanted to bring my own stamp and DNA to Crocs’ classic clog shoes and achieve something really special ... Crocs are arguably the most comfortable shoes, I love that they are slightly awkward and might be perceived by some as ‘ugly’,” said Kane of his collaboration with the practical foam resin footwear brand that is often associated with retirees, gardeners and unfashionable dads.

Although the jury is still out on whether Kane’s Crocs will become the next “It” shoes, the number of somewhat frumpy and traditionally strait-laced brands successfully upping their street cred—and increasing their desirability—appears to be on the upward trajectory these days.

Other footwear brands known for their comfort-focused yet highly unstylish shoes have recently unveiled more fashion-led designs in a bid to change their frumpy images. Ecco’s new Shape Autumn/Winter 2016 women’s collection is the brand’s first experiment with high-heeled footwear, and claims to deliver a high level of comfort alongside a big dose of fashionable looks. Clarks new Autumn/Winter 2016 men’s and women’s collections feature stylish prints on minimalist sneaker designs, while Timberland has collaborated with cult Japanese streetwear label Monkey Time to design a capsule collection of oversized hoodies and caps that would not look out of place in a trendy streetwear boutique in Ueno in Tokyo.

Even departmental store brands are not immune to makeovers. The launch of the flagship Robinsons The Heeren building in 2013 heralded its new upmarket concept — and it is continuing to evolve the brand. “The Robinsons Group, which belongs to the Al-Futtaim Group, had invested over S$40 million in this flagship to strengthen and modernise the Group’s offerings for today’s discerning and savvy shoppers,” said a Robinsons spokesperson. “We offer a strong assembly of coveted and exclusive brands from fashion and beauty to lifestyle and dining in one place, catering convenience to shoppers’ daily needs and special occasions. In addition, we have managed to acquire new cardmembers and continue to grow our customer base since the opening of this flagship store in November 2013.”

Robinsons The Heeren will be rolling out new elements from this month to December, including a 600sqf Athleisure Corner on Level Three featuring activewear brands such as AloYoga, Alala, 2XU and Manduka, and a 800sqf Sneaker Haven on Level Four that functions as a sneaker boutique within a store. In May this year, it introduced a new dining venture, Angela May Food Chapters, on Level Two, a collaboration with celebrity chef Angela May.

Mass beauty brands are also looking more glamorous. Drugstore staple Neutrogena has updated its signature Rainbath Refreshing Shower and Bath Gel — an original, whose history dates back to the 1970s — with two new variants in decidedly contemporary scents, Pear and Green Tea: Lush Rainforest, and Ocean Mist: Tropical Ocean. The products were also launched with Asia’s Next Top Model Cycle 4 Kim Sang-in as a spokesperson.

Neutrogena has launched a worldwide brand campaign earlier this year in February. Titled See What’s Possible, it focuses on female empowerment and marked the first time the brand had run ads that were not product focused.

Old-school beauty brand Pond’s has gone on to woo younger consumers by appointing 21-year-old Singaporean actress Kimberly Chia as its ambassador for its new Dewy Rose Gel in June this year.

Yet, not all efforts to become hip have met with success: Two decidedly unfashionable footware labels Teva (known for its trekking sandals) and Uggs (for its sheepskin boots) have teamed up to launch the Ugg x Teva fashion footwear collection this month, which has been slammed on social media as “the ugliest shoes ever made”. This proves that while a makeover can do wonders, it is worth treading carefully to avoid crossing the line to the try-hard territory.