Kickers steps into genderless denim
08/12/2022
In keeping with its approach to shoes, the clothing range is eco-responsibly designed. The brand has chosen to use locally sourced fabrics, including deadstock, made from organic cotton. The styles are deliberately loose and genderfluid and cover everyday basics from hoodies to denims. The thirty-piece collection taps minimalist 1990s aesthetics to better appeal to today’s 15- to 25-year-olds.
Kickers was acquired by French footwear specialist Groupe Royer, based in Fougères, Brittany, in 2007. The launch of the first apparel collection available in France (clothing ranges had been developed by licensees outside of the country in the past) will be used to further the brand’s youth-oriented marketing strategy. It intends to support young artists and has partnered with music festivals such as “Le Chantier des Francofolies”, Live Nation’s Lollapalooza and events organised by Eskisse in Paris.
Groupe Royer’s portfolio of brands includes Caterpillar, Charles Jourdan, Creepers, Diadora, Everlast, Kélian, Native, Umbro and Von Dutch, to name a few.
Imagery courtesy of Kickers
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