• PRINITHA GOVENDER

The Brand That Speaks to Modern Women



For years I've kept a dirty secret under my work desk. I've hoarded shoes in what I called "the cave", that went from one extreme to the next - from runners to smart flats to stylish heels, often interchanging them during the day - between meetings, corporate lunches, office time with my peers, to after work dinners or events. Anyone who's worked with me will attest to this peculiar shoe behaviour I exhibited.


What would be ideal is a shoe that I could commute to work in, wear around the office, strut into my work lunches in, have a quickie stroll in at 3.30pm and then go out for dinner in. Now is that too much to ask?


I could just opt for a low-maintenance flat all day, but I just don’t feel that polished or think I nail that dressed-up look wearing flats. Women have been increasingly taking the flat road, however - last year US sales in this category climbed 12% according to footwear market-research firm NPD Group. This won’t work for me though as I’d hate to be lugging around that second pair in my bag, something I despise doing as a heavy or bulky bag is a no-no, especially while I go about my day business. Spine health people!


Say hello to the day heel, a new category in the low-heel shoe market that is seeing cult-like success among shoppers and even taking some market share from its stiletto sister. Last year San-Francisco based shoe retailer Everlane found a clear gap in the market for comfortable, yet stylish, sophisticated and smart heels that effortlessly adapts from business to pleasure.

This brand is speaking to modern women.

Within hours of launching its Day Heel in 2017, Everlane had garnered a wait list of 28,0000 people wanting to get their hands on a pair. And since then, this chic yet sensible heel often described as “a heel you can walk in all day” has reaped a cult following and it’s becoming a staple for women like me, whose schedule involves more than lunch plans. Everlane's day heel also comes with a very accessible price point, retailing from US $135 to $165.

Everlane knows it's onto a good thing.

The eco-friendly brand is speaking to modern women. Everlane does one thing and it does it really well - the retailer provides casual modern wardrobe staples for women and within a relatively short period of time it has become the go-to retailer for affordable classics. And you know you're onto a good thing when other big guns are following your trend. A number of luxury shoe labels, including Louis Vuitton and Manolo Blahnik have since jumped on the band wagon, bringing out its designs of day heels, which are quite similar apart from some added bling.


So, goodbye to my under-desk shoe collection and no need to ever resort to lugging around shoes in my bag. Not only does the structure of this shoe add polish to my outfits, my pedometer will thank me!


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