This year marks a significant milestone for Danish footwear specialist Ecco as it celebrates its 60th anniversary. However, this isn’t just a commemoration of the past; it’s a leap into the future, underpinned by a fresh creative vision. Ecco’s approach is more than a relaunch; it’s a dynamic refresh, where the brand’s core values are revitalized and amplified to resonate with the modern world. Key elements of this transformation include innovation, responsibility, a people-centric approach, and an unwavering commitment to Danish design that’s accessible to all.
In a groundbreaking move, Ecco has partnered with the renowned designer Natacha Ramsay-Levi, formerly associated with Chloé. Ramsay-Levi’s journey with Ecco began as part of At.Kollektive, the brand’s innovative designer-collaboration program. The result of this collaboration is the NRL capsule collection, offering 15 distinct styles that encompass a monochrome heeled loafer, reimagined Biom trail shoes as vibrant color-block pumps, and versatile walking boots, among others.
But this reboot is more than just a creative transformation. Ecco is embracing the «Modern Family» era, and its latest campaign, «What Makes A Family,» celebrates the evolution of the family concept over the past six decades. The campaign is visually portrayed through the lens of photographer Sean Thomas, featuring the stories of three diverse families. They include pro-rider/stuntman Travis Pastrana and pro-skateboarder Lyn-Z Pastrana with their daughters, Japanese model and actor Kiko Mizuhara with her sister Ashley Yuka, and English singer and producer PinkPantheress with her childhood friend Bleona.
In conjunction with these dynamic changes, Ecco has reintroduced 16 flagship stores, thoughtfully designed to create a sense of community. This expansion is accompanied by the grand opening of a new boutique in SoHo, New York, designed in partnership with the esteemed architecture firm Stimuli. Complementing this is the launch of a new website, one that prioritizes user-friendliness, mobile accessibility, and an intuitive browsing experience. This website ensures that Ecco remains an engaging and accessible destination for all.
Ecco’s 60th anniversary signifies not just a milestone but a bold new beginning, where tradition merges seamlessly with innovation, and the brand fully embraces the diversity of modern families.