Footwear Plus | September 2026

SEPTEMBER 2026 • VOL 36 • ISSUE 8 • $10

PASTELS SERVE AS A CALMING PALETTE FOR SPRING/SUMMER ’27

MILESTONES ISSUE BETH CROSS ARIAT 33 YEARS MINNETONKA 80 YEARS NATIONAL SHOE TRAVELERS 20 YEARS BIRKENSTOCK BOSTON CLOG 50 YEARS TONI PONS 80 YEARS COLLEGE SHOE SHOP 50 YEARS ECCO OFFROAD YUCATAN 20 YEARS

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SEPTEMBER 2026 FEATURES 10 Smells Like Team Spirit How Beth Cross, co-founder of Ariat, built a legendary lifestyle brand.

By Greg Dutter

EDITORIAL Greg Dutter Editorial Director PAGE

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14 Closed Encounters After five decades, Birkenstock’s Boston Clog is both timeless and trendy.

By Kathy Passero

Nancy Campbell Trevett McCandliss Creative Directors Kiernan McCormick Fashion Editor Rosemary O’Connell Art Director Kathy Passero Editor at Large

16 Natural Wonder Toni Pons: 80 years of craftsmanship.

By Loren Edelstein

Mariah Walker Style Director Darby Dutter Contributing Editor

18 Industrial Evolution College Shoe Shop celebrates 50 years.

By Kathy Passero

Merrell clogs with waterproof pig suede leather uppers, faux fur linings, and removable latex footbeds.

20 Tried and True Ecco’s Offroad Yucatan sandal keeps on trekking 20 years on.

By Greg Dutter

Melodie Jeng Marcy Swingle Contributing Photographers ADVERTISING Noelle Heffernan Publisher Laurie Guptill Production Manager

22 Thunder Road Minnetonka is 80 years young.

By Loren Edelstein

Rich Jarrett Circulation Director

24 Vital Link National Shoe Travelers marks two decades of serving sales reps.

By Loren Edelstein

Mike Hoff Digital Director

Kris Pepper Office Manager

WAINSCOT MEDIA Carroll Dowden Chairman

34 Pretty in Pastels Soothing shades offer a calming palette in an otherwise hectic world.

By Kiernan McCormick

Mark Dowden President & CEO Steven J. Resnick Vice President & CFO

D E P A RT M E N T S 4 Editor’s Note 6 This Just In: Los Angeles 8 Scene & Heard 28 Trend Spotting: Trail Runners

ogs with 4.5inch heels and cushion comfort insoles by.

Jambu sandal with arch support and contoured footbed; wedge sandal with 3.8-inch heel and latex insole by Dream Pairs.

48 Last Shot

ADVERTISING/EDITORIAL

One Maynard Drive Park Ridge, NJ 07656 Tel: (201) 571-2244

Editorial: Greg.Dutter@ Wainscotmedia.com CIRCULATION

31 Trend Spotting: Mary Janes

46 A Note to My Younger Self

OFFICES

Ads: Noelle.Heffernan@ Wainscotmedia.com

30 Trend Spotting: White Sandals

32 Trend Spotting: Metallic Sandals

Lizette Chin SVP/Group Publisher

On the cover: waterproof slide with contoured footbed and shock absorbent, nonslip outsole by Holster.

Photography: Trevett McCandliss; styling: Mariah Walker/Art Department; fashion editor: Kiernan McCormick; model: Lyrehc Healey/Fenton Model Mgmt.; hair and makeup: Nevio Ragazzini/ Next Artists; photo assistant: Raymond Collette; styling and photo assistants: Nellyfer Espinoza and Jamie Wtorkowski.

One Maynard Drive Park Ridge, NJ 07656 Tel: (201) 571-2244 Circ@Wainscotmedia.com

FOOTWEAR PLUS ™ (ISSN#1054-898X) The fashion magazine of the footwear industry is published monthly (except for bimonthly April/May and October/November editions) by Wainscot Media, One Maynard Drive, Park Ridge, NJ, 07656. The publishers of this magazine do not accept responsibility for statements made by their advertisers in business competition. Periodicals postage paid at Mahwah, NJ, and additional mailing offices. Subscription price for one year: $48 in the U.S. Rates outside the U.S. are available upon request. Single copy price: $10.

POSTMASTER: Send address changes to FOOTWEAR PLUS, PO Box 300, Lincolnshire, IL 60069-0300. Publisher not responsible for unsolicited articles or photos. Any photographs, artwork, manuscripts, editorial samples or merchandise sent for editorial consideration are sent at the sole risk of the sender. Wainscot Media will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. ©2026 by Wainscot Media. Printed in the United States.

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E D I TOR ’S NOT E

Looks Like Rain

Before the Deluge THE TITLE OF this column pays tribute to my favorite Jackson Browne song, which is on my favorite album of his, Late for the Sky. I heartily agree with rock critics who say the third album’s the charm. It’s true for two other favorites of mine: Bruce Springsteen’s Born to Run and U2’s War. But what has “Before the Deluge” in heavy rotation for me of late is how apropos it is of the apocalyptic times we seem to be living in. Too many news stories are to the nth degree, unprecedented, cataclysmic. Can you not sense a coming deluge?

Take our nation’s debt, which just screamed past $40 trillion. (The New York Post reported that a stack of $1 bills would stretch back and forth to the moon six times to reach that amount!) The immediate impacts include higher interest and mortgage rates, which take bites out of discretionary spending. Higher costs for just about every other consumer purchase are already gobbling up a huge piece of that pie.

Is it any wonder overall traffic at stores is off and many execs at the recent Atlanta Shoe Market expressed alarm about the perfect storm that continues to gather strength?

Speaking of that, El Niño is forecast to be the biggest on record.

The ocean-generated atmospheric phenomenon is predicted to make 2027 the hottest year on record. Based on the oven that was this summer, Europeans might want to consider moving north now. A rapidly changing climate impacts everyone. While Jim Morrison was right when he said, “No one here gets out alive,” shouldn’t we work together on trying to extend our stay and leave behind a hospitable planet for future generations? Don’t they deserve a go-round? No disrespect to Neil Young, but I believe it isn’t “better to burn out than fade away.”

Of course, the lead doom-and-gloom story is A.I. and its impact on society. The well-documented ramifications include workforce disruption, massive energy consumption, environmental havoc, and a tsunami of synthetic misinformation, a.k.a. A.I. slop. In fact, “slop” has become so prevalent that Merriam-Webster chose it as its word of the year in 2025. According to a recent New York Times article, the French streaming service Deezer reports that nearly half of the tracks uploaded to its system each day are artificially generated. Many of them are never heard by users. In addition, A.I. generates more than a third of the content uploaded to Apple Music, and upwards of 30 percent of YouTube videos are now what a Guardian article dubbed A.I.-generated “brain rot content designed to farm views.”

A.I. is billed as the great educator, but it actually teaches humans

not to think for themselves. The phrase “have A.I. do it” is a slippery slope that will lead us all to become sloths. A.I. isn’t being helpful by, for example, writing eulogies that invite one to plug in a name and dates and pop out a cliched tribute. That’s disrespectful. New York Times columnist Bret Stephens made an inspiring plea not to turn writing over to A.I. Not for “school papers, work briefs, letters to your in-laws, speeches at your company gathering, or emails (however perfunctory) to your colleagues or friends. Don’t let it organize your notes. Don’t let it suggest an opening sentence, a segue, or a closing paragraph. Don’t ask it to write a first draft and pretend that editing that draft somehow makes it your own. It doesn’t.” Hear, hear!

Stephens’ plea has nothing to do with plagiarism. (Although, A.I. is the biggest case of that in human history.) He is trying to remind us all that writing “compels thinking in ways that silent contemplation or spoken language rarely can. It compels us to subject our thinking to the effort of articulation, the rigor of grammar, the tests of intelligibility and coherence, the inspection of others. In doing so, it also enjoins us to be clear, logical, accurate—and accountable.” In short, it makes us think for ourselves. It’s the healthiest of exercises. The alternative is the apocalypse, in my humble opinion.

Only time will tell whether A.I.’s projected massive productivity gains will outweigh the negatives. No one can predict what will transpire.

But, based on the morally bankrupt people working in the field and the greedy tunnel vision of investors flooding the companies with funding, it makes me want to reach for my wellies.

Which brings me back to Browne’s prescient and beautiful song.

“Before the Deluge,” released in 1974, is considered one of the first environmental protest songs. It’s also a poetic statement about the loss of idealism. Specifically, the “resignation that living brings/ exchanged love’s bright and fragile glow for the glitter and the rouge/ and in a moment they were swept before the deluge.” That’s dark.

But Browne infuses a ray of hope with a prayer-like chorus: “Let the music keep our spirits high/Let the buildings keep our children dry/ Let creation reveal its secrets by and by, by and by/When the light that’s lost within us reaches the sky.”

There’s a glimmer of hope! We humans can regain a belief in one another, all living creatures, and Mother Earth. The only gnawing question I have, for all our sake, is: Will it be before or after the deluge?

Greg Dutter

Editorial Director

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Copyright © 2026 Twisted X Global Brands. All Rights Reserved.

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THIS JUST IN

L.A. Women L.A.women, Sunday afternoon, rock an eclectic mix of styles fit for the City of Angels. Photography by Darby Dutter 6

f o o t w e a r p l u s m a g a z i n e . c o m • s e p t e m b e r 2026

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SPRING/SUMMER 2027

Barnes Bronwyn Black

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SCENE & HEARD

Opportunity Knocked The Atlanta Shoe Market once again brought the industry together to browse and buy— and bemoan economic headwinds.

By Greg Dutter

THERE WERE 800-PLUS brand stories on display at the recent Atlanta Shoe Market, proving yet again that this is the destination for the broadest trade show assortment the industry has on offer—by far. The show also hosted the largest gathering of retailers, across all tiers, of any trade show—also by far. So, opportunity knocked, even if it was impossible for buyers to hear every one of those stories. But, for exhibitors, to paraphrase Jim Carrey in Dumb and Dumber: “So, you’re telling me there was a chance.”

And that’s exactly why the industry once again descended on Atlanta: to tell and sell. Reports varied on overall buyer attendance, which ranged from robust (up six percent over last August, according to show organizers) to a little light. With regard to the latter, there are fewer retailers overall and the cost of travel is currently exorbitant. Those are cold, hard facts.

“There may be fewer retailers overall, but Atlanta continues to bring together an extraordinary cross-section of the footwear industry—from independent retailers to major accounts, along with key wholesale executives and decision-makers,” says Laura O’Brien, show director. “The quality and depth was there. Most importantly, people came to do business. Exhibitors met with buyers, strengthened existing relationships, and wrote orders.

That’s what a successful market is all about.” In fact, several exhibitors told O’Brien it was one of their best Atlanta shows ever.

Of course, just because retailers are there doesn’t mean they’ll stop by. That requires effort. “We work months in advance to book our appointments,” says Sam Spears, president of Ara NA. “Our reps put the necessary leg work in. Relying on drop-ins isn’t a strategy.”

Desert The hard work paid off as Spears reported All Black 30-plus appointments on day one and a busy day two. “Everyone showed up, which is phenomenal,” he says. Buyers were greeted with a bee-themed booth, which played off the mantra to “be essential to everyone.” The goal is to help retailers in the back half of this year and set them up well for next year. “We’re

Clockwise from top: Dingo, Taos, and Twisted X.

Desert

being essential, which includes the launch of our new B2B site that makes it easier for customers to do business with us,” he says. As for product, Ara debuted price-friendlier collections of sandals ($129-$159 SRP) and sneakers ($159-$179). “It allows us to talk to retailers who are averse to our $200-plus pricing,” Spears says, noting that it’s not designed to cannibalize existing business. “You can’t swap that with this. It’s got to be in addition.”

And, on the higher end, Ara is introducing AL Edition, a premium leather dress collection, that tops out at $269. “We had a great response, which is a bit of a nice surprise considering the economy at large,” he reports.

The troubled economy was the talk of the show floor. It’s tough to even maintain sales when inflation is eroding discretionary spending on shoes.

Layer on tariffs uncertainty and a world feeling the pinch of two hot wars and it’s tough to be optimistic. Marty Rose, distributor for All Black, believes it’s changing the overall retail dynamic. Notably, boutique customers are buying less and sticking to safe choices, department stores are offering more deals, and discounters are picking up customers. “The confident shopper will devote time digging through racks in TJ Maxx and Nordstrom Rack, because everyone is looking for ways to get more for less,” he says. “As such, many retailers are reducing the size of their buys and will come back for available stock if sales increase in the spring.”

As for what caught the eye of All Black buyers, Rose cites a Stanley Eisenman new kitten heel construction on the Windsor mule group, block heel styles in pastel suedes, updates to its split-toe construction, and

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Rieker

Back 70

Dansko

a “breakthrough” slingback sneaker. The response was enough to buoy his spirits. “Even with reduced budgets, customers were excited to see our new collection,” he reports. “They want newness and continue to come to us for styles they cannot find elsewhere.”

Newness was the mantra for Kevin Bosco, owner of Bos. & Co. He reports strong reactions to the namesake brand (a “good value”), Fly London (“boutiques love the new tile-inspired heels”), and the latest addition to the portfolio, Holster. The latter is an Australian brand founded in 2005 by a surfer. It’s water-friendly, lightweight, comfortable, and priced $40 to $80 retail. “It gets us into a different tier of distribution—spa, resort, and recovery in running specialty,” he says. “And some of our boutique customers might stock it as an attractive add-on purchase.”

The lead story at Dansko was seven new constructions that amounts to 70-plus styles, whereas last year it was just one construction. “Our bookings are quite robust because of that,” says Jim Kennedy, vice president of sales.

“You offer newness and it can tun into lots of new orders.” The constructions include slides, sneakerinas, and wedge sandals. It was a directive of Dansko President Kitty Bolinger. “While we still sell a ton of clogs to healthcare professionals, teachers, etc., we need additional silhouettes,” he says. “This is the most, new constructions we’ve ever introduced in a season.”

Speaking of newness, Ecco’s Elevate collection for women received a strong reaction, reports Matt Feiner, CCO for Ecco Americas. The classic silhouettes, like low-wedge Mary Janes, block-heel pumps, and ballerina flats with contrast cap toes in elegant finishes, blend a sophisticated aesthetic fit for the returnto-office trend. Infused into that are comfort features the brand is known for that make the styles versatile enough for multiple occasions. “Retailers responded very positively to the visible comfort story and modern design,” he says, adding that the overall response to the entire Ecco line reinforced the continued demand for versatile, comfort-driven product with broad consumer appeal. “Retailers are placing greater emphasis on proven, core products while still looking for meaningful newness that can appeal to a broad range of consumers,” Feiner says. “There’s less appetite for highly seasonal or niche product and more focus on versatility, value, and longevity.”

John Pierce, vice president of sales for Genuins, a new exhibitor, can attest to retailers looking for newness. What was planned as an introduction and

Fly London

Pikolinos

Woden

Ecco

Waldlaufer

general feedback mission far surpassed those expectations. The men’s and women’s lifestyle brand, made in Spain, features anatomical cork footbeds and Leather Working Group leathers. “The response from everyone that slipped the sandals on was ‘extremely soft and comfortable,’” he reports, noting the brand is well-established in Europe, Australia, and Japan. “The spread of colors across the line was also recognized as well as the rich materials.” Pierce adds that Genuins is a fourth generation-run factory that has been making shoes for 85 years. The company owns the cork plantations. It’s a vertical business and environmentally aware. “Our pricing and terms are very retailer friendly,” he says.

Another first-time exhibitor was Woden. Founder/CEO Carsten Holm says one of the goals was to get a better understanding of how the U.S. market responds to the Scandinavian brand.

So far, so good. “At first, I honestly Genuins wondered whether the excitement was simply part of the American way of welcoming new brands,” he says. “But the enthusiasm was genuine. People were excited about our story and what we can bring to their stores.” That includes sneakers, loafers, and sandals wrapped in bright colors and fun prints. “I believe the world needs color; there’s enough gray,” Holm says. The shoemaker believes the world also needs a responsible approach to design. That’s why Woden shoes feature repurposed fish skin leathers, a minimum of 10 percent recycled rubber outsoles, and cork footbeds. “There seems to be an understanding among retailers that challenging times require fresh thinking and new strategies,” he says. “You can’t do exactly what you’ve always done and expect different results.”

On that note, O’Brien says the February edition will feature improvements at the Cobb Convention Center that will make the experience better as well as a Super Bowl party at the close of the show in the Kennesaw Ballroom. More details to follow soon. “It’ll be a fun way for everyone to celebrate together after a great market,” she says.

Propét

Thorogood

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33

M I L E S T O N E: B E T H C R O S S

SMELLS LIKE TEAM SPIRIT

Ariat is renowned for making performance equestrian and safety footwear—as well as killer western boots!

For 33 years, Beth Cross, co-founder of Ariat, has been at the reins of the now head-to-toe, western, equestrian, work, and outdoor brand. It’s been quite a ride, and one she plans will continue for decades, thanks, in great part, to the all-star team in place. By Greg Dutter

B

ETH CROSS IS a team captain, a team builder, a head cheerleader, and above all, a really great teammate. When asked if she considers herself the only founder of Ariat (now an estimated $1 billion-plus global business spanning western, equestrian, outdoor, and work categories from headto-toe in men’s, women’s, and kid’s), she’s quick to say she is just one of the many people who have been instrumental in building the San Leandro, CA-based company one thoroughly researched, vetted, and smartly executed business plan at a time.

“I have played a specific position on our team”, Cross says, “which is often not even the most important position on any given day. We have so many great coaches and players all playing their critical roles every day. We share wins and losses, and we move through it all together. This team’s incredible commitment and hard work allow us to support each other as we build this great company together.”

Cross is a believer that the power of each individual is amplified by the magic of working together as a team. When a senior leader refers to the people in their department as “my” team, her immediate reaction is to remind them we all work on one team, and individuals are each important contributors and “don’t belong to any one person,” she says.

Bruce Kaplan, who served as a sales manager for Ariat for 13 years, described the culture as the most collaborative of any he’s been part of during his 30-yearplus footwear career. “From the top through every part of the organization

downstream, everyone truly rows in the same direction,” says the now executive vice president at Ara NA. “Part of that comes from hiring great people and then trusting them to do their jobs at the highest level without asking for much in return.” Kaplan adds that entrepreneurial thinking is always encouraged.

“If you have an idea, are passionate about it, and show potential results, you simply activate. This created an atmosphere of free thinking.”

Selby Hansen, vice president of sales of Ariat’s independent division and 20-year company veteran, says employees feel valued and appreciated by the top executives as much as their peers. “She’s the epitome of the saying, ‘leaders go first’ by showcasing a quiet yet bold and competitive spirit in her leadership style that makes people want to follow her,” he says. “Her consistency over time continues to prove that the culture is not manufactured or inauthentic. She’s real and genuine in every interaction.”

Cross’s team-oriented approach to business took root when she was growing up on a farm in eastern Pennsylvania as one of eight siblings. She was also a three-sport high school athlete, playing field hockey, basketball, and lacrosse. Cross loved the camaraderie and the competition of team Beth Cross sports. “It’s the fun you have at practice, on the bus, on the field. It’s the fun you have when you win, and even when you lose,” she says. “At the end of the day, I loved being part of a team. That wiring shaped and stayed with me.”

Not surprisingly, Cross is a big fan of Ted Lasso. The series is essentially a guide to how teamwork leads to success in sport and life. Coach Lasso’s relentless optimism, a key component of his team-building philosophy, is

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something Cross strongly identifies with. She doesn’t consider herself an entrepreneur. Rather, she describes herself as an optimist, first and foremost, followed by being curious, resilient, a problem-solver, and forward-looking.

“It’s a mindset all wrapped up into, ‘let’s do what needs to be done today and then figure out together what’s next?’” she says.

WE HAVE LIFTOFF Ariat began taking shape over a year up to its launch in 1993. Cross, three years out of Stanford’s Graduate School of Business, and her colleague and Ariat co-founder, Pam Parker, were working for Bain and Company on a strategy project for Reebok. Working out of Bain’s San Francisco office, they worked closely with Angel Martinez, who was heading up Reebok’s LA office.

While working with the Bain team on the Reebok strategy, Cross and Parker approached Martinez with a new business idea: to put athletic shoe technology in equestrian footwear.

Martinez loved the concept, but he passed as an opportunity for Reebok as their distribution channels didn’t align. Still, it’s a day Cross remembers clearly as Martinez agreed to become one of Ariat’s original investors and early board members. Over the next several years while leading Rockport, Keen, and then Deckers Brands, Martinez was an important advisor to the Ariat team and helped guide its core brand strategy. “From day one, the way he listened to our concepts and reframed them back to us gave us so much insight,” Cross says. “The early shaping of the brand and product concept was so critical, and Angel was a big part of that.”

Martinez is quick to return the compliment, praising how Cross and her team took his suggestions, consistently executed them, and made them exponentially better. “Beth is a gifted executive,” he says.

“She’s extremely insightful and she listens really well. Also, she’s not driven by ego.” Martinez has been around the footwear C-suite block a few times and has seen how execs with big egos can be their own worst enemy. “Beth doesn’t have an ounce of ego in her body. She always wants to do what’s best for the brand.”

Ariat’s original plan was performance footwear for English and western riders, with the tagline, “A new breed of boot.” The company’s name itself is a play on Secretariat, whom Cross considers one of the greatest equestrian athletes of all time. “Secretariat loved to run and was intensely competitive, and I think that captures our company’s values. We’re very competitive, love what we do, and just love to win. It’s fun. Of course, we lose too, but that’s how we learn how to win the next time. It’s joyful competition.”

“The whole idea behind Ariat has always been ‘make the best product,’” Martinez says. “Beth is a champion of that. She’s just product and people committed. Shoe brands work when you’ve got great product and great people.” He adds, “Those two aspects must work together. The team has to believe in what they’re doing and the difference they’re making with the product, and that’s certainly true of Ariat.”

Cross says the focus at Ariat has always been on providing innovation, quality, and “fantastic” value to its customers. Price plays a role, but the target audience is willing to invest in quality. As such, Ariat always goes the extra mile. She believes this builds trust in the brand, and frequent feedback from consumers about product quality and durability reinforces the team’s commitment.

Cross believes the team’s continued focus on thinking long-term has been critical to the company’s success. “We took the long view from the very beginning—asking ourselves what a fully realized business could look like on a global scale,” she says. “We studied other successful footwear and apparel companies and sketched out what the company would look like at $100 million, $500 million. The training we received at Bain in strategy was incredibly helpful as we wrote the original business plan for Ariat.”

Cross believes there’s nothing mysterious about strategy. “It’s mostly about having the right frameworks to help organize your thinking,” she says, adding

From top: Ariat offers head-to-toe collections in the equestrian and work categories.

that the growth playbook in footwear and apparel has been written and revised many times by much larger companies. “While there’s a lot of original thinking, work, and IP in Ariat, we’ve traveled a well-worn path which we are evolving every day. The real challenge of building a business is more about product, culture, and execution, which is 100 percent dependent on the team.

KEEP DREAMING From day one, the Ariat team was ambitious. At the same time, Cross says everyone worked hard to obtain the many firsts required to become an established entity.

“In the very early days, it’s all a matter of ‘firsts.’ Hiring our first employees, finding our first factory, opening our first warehouse, and most importantly getting that first retailer and selling that first pair,” she says. “You can have all of your long-term dreams taped on the door, but building a company requires staying focused on what you need to get done that day.”

Some might assume that being female led would be a drawback for a business in a heavily male industry. To the contrary, Cross says it initially served as a curiosity. “Many retailers booked that first appointment just to see what Ariat was all about, but with no expectations to go forward.” That’s when the real work began. “What they didn’t expect was that we’d call them another 10 times in order to get the first order,” she says. “Retailers grew to respect our perseverance. You have to be willing to work hard and be persistent to build trust with retailers.”

Eventually, Ariat won over retailers, starting with independents. Cross recalls the days of 10-pair minimum orders, and how the company would agree to split them over three shipments. “It just makes me smile now,” she says of those small orders. “But, at the same time, we were showing retailers that we were willing to earn the business. Retailers understand that. Plus, we had relentless optimism because we really believed in our product and our approach.” As a result, any bias about working with a female-founded company faded pretty quickly, she adds.

Still, Ariat ruffled some feathers. The western boot market was very traditional in the early ’90s. (A critic would see it as complacency.) Yet here came an upstart—led by two women, no less. Indeed, Ariat was a disruptor. On the advice of Martinez, Ariat introduced in-store tech reps to support the sales team, which today is Ariat’s Field Service Merchandising team. Only sneaker companies did that at the time. “It was an unlock for us in terms of working twice as hard for september 2026 • footwearplusmagazine.com 11

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33 M I L E S T O N E: B E T H C R O S S

IT’S ALL GOOD… WORK A series of jobs stretching from Pennsylvania to Alaska taught Beth Cross the rewards of working hard.

Clockwise: Beth Cross’s National Cowgirl Museum and Hall of Fame induction; inside the Las Vegas and Fort Worth flagships.

any given retailer,” Cross says.

One of Cross’s favorite memories of that era? Soon after they launched, an ad for a competing boot brand criticized the concept of technology in western boots. It went something like: “Carbon fiber shanks, gel footbeds…What’s next?

Airbags? We make boots the old-fashioned way.” Cross saw it as the ultimate compliment. “Ariat is all about innovation—a new way of thinking or rethinking boots and now apparel,” she says. “How can we think better and bigger? What else is possible? That’s Ariat.”

A BRIGHT FUTURE Cross is bullish on Ariat’s future growth. For starters, the team is “phenomenal,” and the core business is strong. “It’s diversified, balanced, and stable,” she says. “We have lots of growth ahead of us in our current markets. We’re also growing in our new markets, and our partnerships with retailers are powerful.”

Cross says she cannot overstress the importance of Ariat’s retail partners. Thus, the company’s continued investment in training, concept shops, and listening to retailers, whose needs are changing rapidly. “Retail is so competitive and challenging, and we have to earn our way into those businesses every day,” she says, noting that started with footwear and now spans apparel, denim, and outerwear.

Once the strength of the brand is demonstrated the partnership can extend to Ariat shop-in-shops. “That’s when the partnership often transforms because we’re now both responsible for the performance of that space,” Cross explains, adding that everyone’s focus gets sharper. “We’re watching sell-in, turn, performance, margin, etc. in an exciting way, and the business just takes off. It’s a lot more fun than a couple of styles on a wall.”

Cross considers Ariat fortunate to be so firmly embedded in growing, vibrant markets. Western lifestyle has always been a trend in the U.S., and is taking off in Europe, South America, and Australia. It’s in step with country music’s growing popularity worldwide and the western lifestyle in general. “It used to be that western trended every 10 years,” she says. “But the baseline interest in western lifestyle is much higher than ever and presents room for tremendous growth.” Cross adds, “Our work business similarly is growing quickly as we design to meet the needs of younger workers and benefit from the growth in the trades in the U.S.” Going forward, Cross says Ariat will continue to zero in on people who live their lives in boots and jeans. She describes it as a stable market and core to the Ariat identity.

“We’ve been stubbornly authentic and haven’t moved into categories too far removed from our brand’s core,” she says. “We’ll continue to be boots, jeans, mid-layers, outerwear, equestrian, and accessories.” That involves growth with existing retailers as well as adding some distribution in certain categories. But adding distribution isn’t a key to growth. “We want to keep the brand clean and our partnerships strong,” Cross says. “A healthy wholesale is the foundation of our business.”

As a kid, Beth Cross didn’t think too much about a career.

She was focused on riding, playing sports, and hanging out with her friends and family. In her twenties, she took a series of jobs before completing her undergraduate degree and attending Stanford’s Graduate School of Business to earn an MBA. Her jobs included working as a cook on a salmon processing boat in Alaska; cooking gigs in Colorado and Arizona; working as a bread route driver in Denver; and working for a startup solar and wind energy company.

“I didn’t really have a career until I graduated from business school,” Cross says. “I had a lot of jobs where I learned so much, like how to get along with all sorts of people, how to have fun working, and how to work really hard.”

The bread route in Denver was great training in retail.

“I was always negotiating for space on the shelves, and I learned how important it was to get your product in the most visible space in the store,” she recalls. Cross would occasionally stop by her retailers on days when other bread company drivers weren’t working (Wednesday and Sunday) and swap out big-name competitors on the premium shelf spaces with her small bakery brand which were typically on the bottom shelf. Hers would sell out by the next day and trigger a healthy re-order. “The bread route reinforced the value of showing up and outworking the competition,” she says.

By the time Cross reached business school, she already had a master’s in working in the real world. But the education she received at Stanford and during three years as a consultant for Bain and Company proved critical. “It was all coming together in my head—strategy, brand positioning, and most importantly how to communicate in a way that was understandable to people up and down an organization,” she says. “I had lots of experience in sales, but this formal training was invaluable.”

Cross’s work ethic is tireless. Thirty-three years into building Ariat and she shows no signs of slowing down. Along the way, she has achieved great success and received many accolades. The one she’s most proud of is her induction into the National Cowgirl Museum and Hall of Fame in 2024. The committee noted that she was one of the first businesswomen to be inducted but Cross believes otherwise. “Many of the other woman inducted into the Cowgirl Hall of Fame run large ranching operations or are world-renowned horse trainers, or have been successful in the arts. These are all endeavors that require strong business skills and leadership,” she says. “Those women all represent the qualities of a strong work ethic, commitment, curiosity, and resilience.

That’s why I’m so proud of that recognition.” —G.D.

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From left: Ariat says mammas do let your babies grow up to be cowboys; styles for honky tonk women and sharped dressed men.

CHANGING OF THE (DAILY) GUARD Last spring, Cross made the transition from CEO to Executive Chair, naming Liz O’Neill, most recently COO of Levi’s Strauss & Co., as Ariat’s new CEO. Like every big decision with Ariat, Cross’s succession plan was thoroughly researched. She sought advice from other CEOs and mentors and spent considerable time thinking about what Ariat would need from its next leader.

Cross believes it’s the right time for the transition, beginning with having found the right person for the job. O’Neill has the skills and experience that will support Ariat today and in the future, and, equally important, shares the company’s values. The goal was never about finding Cross 2.0. “The idea of someone with a similar profile to me might offer near-term familiarity, but we’re playing the long game,” she says.

“Liz is a terrific addition to our leadership team as we build for the next phase of growth.”

O’Neill grew up on the campus of U.S. Military Academy at West Point, where her father was a professor, and learned to ride at the Academy stables.

She also brings a deep background in apparel and

ONE IN A MILLION Execs sound off on what makes Beth Cross a top shoe dog.

“Beth is not simply one of the most successful women in the industry, she’s one of the most successful human beings in it. She belongs on a Mount Rushmore of U.S. footwear entrepreneurs.

She’s the most complete leader. She has the rare combination of being one of the smartest people I’ve ever worked with, while also being highly socially aware. She has incredible critical thinking skills and is consistent in both tough and good times. She operates with little to no ego and is one of the most empowering people you could ever work with.” —Bruce Kaplan, EVP, Ara NA “Beth has always been incredibly humble and even keeled. I rarely see her get flustered. She stays

years of experience leading complex global operations.

“She possesses very strong operational, supply chain, and leadership skills,” Cross says. “She knows what it’s like to have a lot of balls in the air. She has a real understanding of the consumer, is incredibly smart, and is really curious. She’s just a great fit.”

For Cross, the transition is also an opportunity to demonstrate what a long-term career at Ariat can look like. She wants employees to see that the company and its leadership can continue to grow and evolve in a healthy way as people move through different stages of their career. “If we were to send a message that anyone on the team is irreplaceable, what does that say to our team? It’s the team that’s indispensable,” she says, adding, “My greatest joy will be seeing Ariat continuing to grow and the team evolve along with that.”

That sense of continuity is reflected throughout Ariat. Many of the company’s 1,500 employees stay for decades, drawn to its strong culture, authentic brand values, and collaborative environment. Some never fully retire; instead, they attain emeritus status, remaining a source of wisdom and perspective for

calm, listens, and focuses on finding the right path forward. She’s also one of the hardest-working people I’ve been around, but what has always stood out most to me is that she never acts like she has all the answers. She’s an amazing listener, asks great questions, takes tons of notes, and is always willing to learn. She continues to be curious and open to new ideas.

Above all, Beth leads with integrity and empathy. She cares about the business and people, and how decisions affect them. Everyone who has worked with Beth would run through a wall for her.” —Tim Dougherty, VP of sales, Ariat “Beth’s career has been defined by pioneering innovation and bold leadership. She has a vast knowledge of the western footwear space and cares deeply about her customers’ needs. She’s also unafraid to challenge convention, a mindset that has shaped Ariat into the exceptional brand it is today. I greatly respect and appreciate her insight. She has a keen understanding of her own brand, and how important collaboration with

fellow team members. The goal with every hire is to develop the indispensable qualities Cross believes exist in every member of the team. “Sometimes that energy just needs to be coaxed out,” she says. “Community connection and being part of a great team can bring out one’s creativity, vision, joy, and collaboration.”

Cross is reassured knowing that Ariat is in good hands. The day-to-day responsibilities are off her plate, but she’s still on the team. Of late, she’s been working closely with O’Neill to make her on-ramp as smooth as possible while also focusing on her work with the board. The ultimate goal is the same one Cross has had throughout Ariat’s history: ensuring the company has a long and successful future.

When asked what she is most proud of at Ariat, Cross comes back to the team. “What we’ve built together,” says Cross. “It’s been such a privilege to be a part of it. We’ve also supported a lot of families along the way—our team, our retailers, and our partners around the world. Together, we’ve built something that’s incredibly well-positioned for the next three decades. Great companies continue to take on whatever comes. That’s the mindset of Ariat.” •

retailers is to the growth of the business. Her willingness to collaborate makes her an invaluable leader and partner.” —John Hazen, CEO, Boot Barn “Beth has the rare ability to lead with grace, confidence, and humility. She does this with the demeanor of a friend rather than making anyone feel like they’re anything other than a trusted teammate in the business. She elevates every single person she interacts with across the organization. Ariat is Beth Cross. The team believes and lives out her values to work hard, believe in each other, and have fun along the way. —Selby Hansen, VP of sales independent, Ariat “Beth has an incredible ability to stay focused.

Most brands get diluted over time. Leaders come in and think they’re Picasso, trying to put their stamp on it, whereas Beth remains consistent.

That’s why the brand is what it is today, and that’s why it has tremendous value. It’s a premium brand in a giant part of the industry now.” —Angel Martinez, co-CEO, Oofos

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M I L E S T O N E: B I R K E N S T O C K B O S T O N C L O G

The Boston Clog, a.k.a. the “soft clog,” has been making noise as an in-fashion antifashion statement for decades.

CLOSED ENCOUNTERS

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After five decades, Birkenstock’s Boston Clog is both timeless and trendy. By Kathy Passero

OT MANY STYLE icons can claim to be more fashionable at 50 than they were in their younger years, but then the Boston Clog is no ordinary trendsetter. When it debuted in 1976, Birkenstock’s first-ever closed-toe silhouette was introduced to meet growing demand for a shoe that brand loyalists could wear year-round. Diehard fans wanted a Birk that would combine the comfort of the famous orthopedic cork footbed with an upper that would keep frost from nipping at their toes.

Solution? The Boston Clog. More formal than Birkenstock sandals, but lighter and more flexible than the popular wooden clogs of the era, the new silhouette was dubbed the “soft clog” or the “quiet clog” in the U.S. and sometimes “the formal clog” before being officially named the Boston in the early ’80s.

“The Boston helped turn Birkenstock from a brand associated only with summer footwear to one that could be worn all year round,” notes fashion historian Liz Tregenza in a white paper on the Boston’s history and cultural impact over the past half century, commissioned by Birkenstock.

It was hardly an overnight sensation. In fact, the Boston Clog was derided by skeptics as everything from pilgrim shoes to potato shoes. (Some still call them that.) But as the years unfolded, the style embarked on a meandering, zigzag rise to fame and adoration—a journey befitting a shoe designed for lasting comfort over long miles.

“The Boston Clog wasn’t always the universally loved style it is today. Its unconventional shape challenged ideas of what a shoe should look like,” says David Kahan, president of Birkenstock Americas. “What’s fascinating about the Boston is how dramatically its fan base has expanded over 50 years.

“Today, you see the Boston on everyone from athletes to teenagers to fashion lovers and beyond,” he continues. “That’s an extraordinary range for one shoe.

People discover it for different reasons, but once they are in the product, they understand the function of the footbed and why it has endured. That’s the common thread, no matter who is wearing it.”

NO-TOE ZONE Available in just a handful of neutral shades after initial experiments with brighter colorways flopped, the newcomer coasted along for more than a decade as a staple for hippies and tree huggers. Medical professionals, too, became early adopters of the Boston, appreciating the blend of toe-protection and comfort the shoe offered during long shifts spent standing and walking. In the late ’80s, the style became the darling of the Midwest college crowd, who liked the easy-on/easy-off convenience, year-round utility, and casual vibe it exuded. When antistatic Bostons and models with Super Grip slip-resistant soles came out in 1989, computer programmers and culinary professionals hopped on the Boston bandwagon.

Then along came the grunge movement with its antifashion, ugly chic aesthetic. Birkenstock fit the ethos brilliantly. Suddenly, Boston Clogs (along with other classic Birkenstock styles) became the “it” footwear. Naturally, designers got in on the action. Issey Miyake is often credited as the first to feature the Boston on a catwalk, in 1987. In 1998, Narciso Rodriguez put his models in cashmere flannel-covered Bostons on the runway in Milan.

The following year, Julia Roberts wore them in the closing scene of the hit rom-com Notting Hill.

The Boston had arrived. Celebrities started sporting the shoe—and they never stopped. A-listers like Kendall Jenner, Bella Hadid, Jason Momoa, and Mariska Hargitay are just a few of the style’s famous fans.

More and more designers discovered the silhouette’s potential, cus-

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tomizing Boston Clogs by covering them in everything from gold leather to pinstripes for their collections. This paved the way to a number of memorable collabs. There was Heidi Klum’s Wall of Kiss in 2006, which featured a black pony hair iteration with studs and gems as well as pink and blue versions covered in handwritten poetry. And there were Star Wars Boston Clogs with graphics of Kylo Ren and Luke Skywalker (2018-2019), corduroy-covered clogs by streetwear label Stüssy (2020), René Magritte x Opening Ceremony x Birkenstock Boston Clogs featuring uppers covered in two of the Belgian surrealist’s best-known works (2021). In 2022, longtime Boston Clogs fan Manolo Blahnik gave the style a glammed-up glow-up with jewel-toned blue and fuchsia velvet uppers and bedazzled buckles.

(These fetch well over $2,000 at resale.)

“The Boston has proved to be the ideal blank canvas for brand collaborations, the large surface of the upper offering an intriguing space for new designs,” according to Tregenza.

Some of the most iconic twists on the Boston Clog came from Tarek Hassan, owner of ultra-trendy sneaker boutique CNCPTS (based, appropriately enough, in Boston). Hassan was the visionary behind limited-release wool felt iterations like a bright orange model with a white sole, a vivid red suede, and other colorways that sold out quickly and are considered highly collectible. CNCPTS and Birkenstock have worked together since 2014, and introduced a 50th anniversary capsule collection at the end of 2025 featuring safety orange and graphite paired with natural vegetable-tanned leather straps.

THE LITTLE CLOG THAT COULD “The Boston is a great example of what happens when you get the product right from the beginning,” says Birkenstock’s Kahan. “From college campuses to yoga studios and even the red carpet, it’s a style built around the Birkenstock footbed that has remained largely unchanged for 50 years. What has changed is how many people have discovered it and the ways they wear it. It crosses generations, cultures, and lifestyles.”

Bill Golden sees that idea play out every day in Golden Shoes, the historic footwear store he co-owns in Traverse City, MI. Though the family-owned shop has carried the Arizona and the Boston for about 40 years, these days an eager new customer base is showing up in search of the German brand’s covered clogs.

“Social media has definitely driven the ‘I have to have the Boston’ customer,” says Golden. “That’s been great for the company and the retailer.

We’re selling it to all ages. It happens daily when a mother comes in with her kids and says, ‘I was wearing those when I was your age.’ We end up selling a pair to both parent and child. It’s always fun when they’re walking out with the same shoe, especially one that has been around for so long.

Clockwise from above: advertisements from 1977; the new Boston “Chunky”; Birkenstock x CNCPTS Boston Felt “Orange” collab; Boston Shearling.

They’re wearing it with shorts and they’re dressing it up to go out for dinner.”

In the pantheon of footwear fashion, styles with the timeless appeal of the Boston Clog are incredibly rare. Even rarer are those with the chameleon-like ability to serve wearers equally well at home during the slipper-chic 2020 lockdown and now as a go-to everywhere from work to weekend getaways.

“The Boston’s greatest strength may be that it doesn’t really look like it’s trying to be fashionable,” says Michael Fisher, editorial director for the menswear industry publication MR magazine.

“That’s exactly why the Boston Clog keeps becoming fashionable. It has the authenticity of a work shoe, the comfort of a house shoe, and the cultural currency of a fashion item. That combination allows it to move effortlessly between generations, subcultures, and income levels. It can be worn by a creative, a suburban dad, a college student, or a fashion insider—and somehow none of them feel like they’re wearing the same shoe.”

“There are very few footwear designs that can be 50 years old, feel completely relevant today, and still look like the original,” says Kahan. “We’ve always believed in the Boston. That conviction kept us true to the product even when it wasn’t the obvious commercial choice. The irony is that the Boston works so well because it was never designed around fashion or a trend in the first place. It has a clear identity and purpose, and that gives it longevity.

Consumers want products that are versatile, high quality, and comfortable, and the Boston brings those qualities together. What’s most interesting is seeing how our fans make it their own.”

The basic brutalist silhouette of the company’s OG clog has ultimately become the foundation for an entire family of Birkenstock clogs, including

the Tokio, Amsterdam, Naples, Lutry, and more, according to Kahan.

“The Boston continues to be one of the most successful silhouettes in our portfolio,” he adds.

“We genuinely believe we’re just getting started.”

Of course that doesn’t mean reinventing the wheel—er, clog—every season. You don’t stick around for 252 years, as Birkenstock has, without learning a thing or two about the nuances of preserving a heritage brand.

“When you manage iconic styles, you have a responsibility not to mess them up,” Kahan explains. “Our job is to protect what made the Boston Clog great while thoughtfully evolving it through materials, colors, and new expressions.

If we’ve done our work properly, the Boston will continue to be unmistakably itself.”

Clogs are now one of the strongest categories in footwear, and Birkenstock’s quirky, comfy, entirely unique closed-toe style helped to define the space.

Along the way, it became the stuff of legend. Even when the clog craze inevitably dies down, the Boston Clog will doubtless live on.

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M I L E S T O N E: T O N I P O N S

NATURAL WONDER Toni Pons marks eight decades of handmade craftsmanship and tradition.

By Loren Edelstein

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HE STORY OF Toni Pons began in 1946 in a small workshop in Osor, a small seaside town in the Spanish province of Girona near the Mediterranean Sea. In the years after the war, Antoni Pons i Carós made affordable, durable, comfortable shoes by hand, using jute and other natural fibers in the style worn in the region for generations. His small workshop laid the foun‑ dation for a brand now worn by millions of customers in more than 90 countries.

As demand grew for the well‑crafted footwear, Toni Pons expanded steadily. Under the leadership of the founder’s son, also named Antoni Pons, the company strengthened production and broad‑ ened distribution, moving beyond its village roots and gaining recognition throughout Spain. This period set the stage for the global presence Toni Pons would achieve in the decades that followed.

CEO Jordi Pons, who joined the family business in 2012, represents the third generation of leadership. For him, the 80th anniversary carries both pride and emotion. “Growing up around this craft and this company, I’ve always felt both pride in and responsibility for carrying that legacy forward,” he says.

“For me, this milestone is an opportunity to reflect on where we come from, celebrate what we have built together, and look ahead to the future with the same passion and commitment that inspired our founders.”

A CRAFT ROOTED IN TRADITION Toni Pons espadrilles are still handmade in Spain by artisans whose techniques have been passed down through generations. This commitment to origin isn’t nostalgia, Jordi says; it’s a strategic choice that preserves quality, authenticity, and cultural integrity.

The process begins with the jute sole. The natural material is braided, shaped by hand on a turning table, stitched crosswise, and vulcanized with natural rubber to create a flexible base. More than 10 specialists review each design before it goes into production, checking the fit, stitching, and materials. Once the sole is ready, the specialists stitch it to the upper shoe by hand.

“Sewing an espadrille is a craft that is learned with time, love, and respect for tradition,” says Ester, a master artisan who has been making Toni Pons espadrilles for 27 years. The materials remain close to the shoe’s origins: jute fiber, cotton canvas, raffia, and leather—all tied to the Mediterranean regions where the style developed.

Clockwise from left: CEO Jordi Pons; Toni Pons offers much more than espadrilles; from the 80th anniversary collection.

The same approach is used for wedges and other silhouettes. The construc‑ tion relies on natural fabrics shaped through methods that have changed only slightly over generations.

GROWTH ACROSS CATEGORIES Today, Toni Pons has more than 50 retail stores worldwide, with the largest concentration in Spain and additional locations across Europe, Asia, and Latin America. Its two U.S. stores are in Florida, in Miami Beach and Boca Raton.

Beyond Toni Pons boutiques, the brand is sold through thousands of retailers in more than 90 countries.

Over time, Toni Pons has introduced new products including sneakers, leather boots, sandals, and slippers. Every shoe reflects the brand’s identity: footwear with a Mediterranean soul, relaxed yet elegant, effortless yet refined. A pillar of the founder’s philosophy is that style should never come at the expense of comfort, and that holds true for all Toni Pons shoes.

Espadrilles will always be the heart of the brand, Jordi emphasizes. “Espadrilles are our roots, our heritage, our DNA.” The company’s designers reinterpret the traditional espadrille year after year, combining ancient techniques with new techniques, colors and materials.

“What has been most rewarding is seeing how many customers feel per‑ sonally connected to the brand,” Jordi says. “Many people tell us they bought their first pair years ago and still wear Toni Pons today. That kind of loyalty is the greatest compliment a company can receive.”

That devotion crosses generations and customer categories. Many of Toni Pons’ flat espadrille styles are unisex, with versions made for all ages. Popular styles beyond the espadrille include Menorquinas, the traditional Balearic leather sandal with an open toe and back strap; lightweight canvas sneakers;

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HISTORY CLASS There are classic styles that stretch back decades and then there’s the espadrille that dates back thousands of years.

The espadrille is the oldest known form of foot‑ wear in Europe. Archaeological discoveries in the Cueva de los Murciélagos in Granada, Spain, reveal braided esparto grass sandals more than 6,200 years old! These prehistoric shoes, preserved by the cave’s unique climate conditions, bear a striking resemblance to the soles of modern espadrilles.

Tracing the shoe’s origin has become an import‑ ant corporate mission for Toni Pons. The company collaborates with the University of Alcalá and the Autonomous University of Barcelona on the research project “The Origin of the Espadrille.” It goes a little like this…

• The Middle Ages: Rope‑soled footwear known as alpargata began to take shape. The name comes from the Hispano‑Arabic alpargát, likely of pre‑Ro‑ man origin, meaning “object made with twigs.”

• 14th Century: The Catalan term espardenya appears in regional records, referring to footwear made with esparto grass. These shoes were everyday styles for farmers and peasants across Spain, valued for their durable, breathable, comfortable soles.

• 15th Century: The espadrille’s silhouette was refined, and the style gained popularity as a lightweight alternative to heavy leather shoes.

From there, its use gradually spread to parts of the Americas.

• 18th and 19th Centuries: French artisans and merchants adopt the Catalan word espardenya and adapt it into espadrille, which becomes the inter‑ nationally recognized name. Spanish soldiers often wore espadrilles because they were inexpensive and easy to produce locally.

• 20th Century: Espadrilles are worn by painters, writers, and intellectuals, becoming a symbol of bohemian and artistic culture. Figures such as Salvador Dalí, Pablo Picasso, Federico García Lorca, and Hollywood stars like Marilyn Monroe help popularize the style.

• Modern Day: Espadrilles move firmly into the global fashion mainstream, embraced by design‑ ers and consumers seeking natural materials and Mediterranean craftsmanship. Toni Pons helps bring the traditional silhouette to international audiences while preserving the artisanal tech‑ niques that define its origins.

and leather loafers. These designs reflect the same approach found in the espadrilles: clean constructions, natural fibers, and casual silhouettes.

Children’s versions of Menorquinas and espadrilles feature lightweight soles and easy closures that allow kids to put them on and off independently. The materials and construction methods mirror those used in the adult collections, scaled for comfort and durability for active use.

TRADITION, RESPONSIBILITY, AND COMMUNITY

From top left: Mediterranean style personified; craftsmanship is the Toni Pons way; the Madrid store is one of 50 flagships worldwide.

“Many brands chase trends. We focus on our identity,” Jordi says. “We respect our roots while continuously adapting to new consumers, markets, and technologies. That balance between tradition and innovation has been key to our longevity.”

Brand values extend to a deep respect for the environment. Toni Pons uses natural materials to construct shoes designed to last. Recycled materials are incorporated into slippers and sneakers, emphasizing a commitment to conservation and preservation.

Most of all, Toni Pons supports people and communities. The company collaborates with organizations that support child vaccination programs, refugee assistance, cancer patients, the elderly, and communities at risk of social exclusion. Toni Pons also employs workers with intellectual disabilities in its logistics and retail teams.

LOOKING AHEAD WITH PURPOSE “Age can be an advantage when it is supported by relevance,” Jordi says. “Heritage brands have a unique story to tell.”

But staying true to tradition doesn’t mean standing still. “Our growth comes from combining 80 years of expertise with a modern approach to design, distribution, and digital commerce,” Jordi says. “Heritage gives us credibility, but innovation drives our future.”

In an age that relies heavily on mass production and low-cost materials, Jordi believes consumers are increasingly appreciative of authentic European craftsmanship. Toni Pons is that alternative. As the company enters its ninth decade, it will lean continue to lean into that rich heritage while adapting to new markets, technologies, and ways of reaching customers. In the meantime, take comfort in knowing that the ancient espadrille is in good hands. “The espadrille is one of those rare styles that transcends fashion trends,” says Jordi. “Its essence has remained relevant because it feels authentic, and Toni Pons espadrilles are backed by a long history of genuine craftsmanship. In fact, our espadrilles feel more contemporary than ever.” • september 2026 • footwearplusmagazine.com 17

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M I L E S T O N E: C O L L E G E S H O E S H O P

INDUSTRIAL EVOLUTION College Shoe Shop in Arkansas celebrates half a century of success—and gears up for more.

By Kathy Passero

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From left: The merchandise mix spans work boots to outdoor accessories specific to its target customer; the College Shoe Shop family at the new location in Fiesta Square.

OR THE PAST 50 years, College Shoe Shop has been a staple in Fayetteville, AR, catering to the needs of hardworking men and women whose jobs demand durable, comfortable industrial footwear. Sure, owner Adam Guess has tweaked the formula here and there. He added outdoor accessories like Bison coolers and Kershaw knives to the mix, eliminated shoe repair, and relocated from the original “little red building on the corner” to a roomier 3,200-square-foot space in an open-air shopping center called Fiesta Square last December. But ultimately the store has stayed focused on what it does best, keeping its core customers’ needs front and center, and resisting the urge to overdiversify.

The strategy is a smart one. Sales are outpacing 2025 by more than 25 percent, and the business is on track to have its best year ever, reports Guess.

“We have a niche as the industrial go-to for Northwest Arkansas. If people need anything classified as a safety shoe—whether it’s slip-resistant rubber boots, metatarsal guard boots, or safety shoes with a steel toe, composite toe, or alloy toe—they know we have it,” says Guess, noting that current bestselling

brands include Keen Utility, Thorogood, and Ariat Work.

Of course, there’s more to the store’s winning formula than inventory. “What makes us special is that we’re not just another footwear store. We really care about our customers. We want to know why they’re there, who they work for, and what their job is,” says Guess. “If we don’t know what a certain job title means, we’ll ask people what they do day-to-day so we can help them find the best footwear for it.”

An abundance of five-star ratings bears this out. Loyal customers praise the store’s “awesome,” “personal and patient” help that “exceeds expectations.”

A BRIEF HISTORY Though Fayetteville, tucked into the Ozark Mountains, is best known as the home of the University of Arkansas, the store does not—and never did—cater to the college crowd, despite its name. Its new premises is (fittingly) located on N. College Avenue, but the name is a holdover from long ago.

The business traces its roots back to College Shoe Repair, established in Redlands, CA, in the 1950s by Cecil Gray, who sold his shop to his nephew Robert “RC” Aday. RC eventually handed the reins to his son Ken and headed to Arkansas, where he opened a sister repair shop in Mountain Home. Before long, he sold that business and moved to Fayetteville, where he opened College

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Clockwise from above: An Aetrex foot scanner assures a precise fit for orthotics and footwear; brands on display: the original store building.

Shoe Shop in 1976. In the beginning, the focus was on footwear repair, with a smattering of retail thrown in. Over the years, retail offerings expanded as the store passed from RC to his son Ron and then to Duaine Peck, a store employee who bought the business in 1998.

That’s where Adam Guess comes into the picture. Born and raised in Fayetteville, Guess started honing his skills in footwear retailing early. He got a job with Finish Line shortly after graduating from high school and stayed with the chain for a decade, becoming the manager of a store in nearby Farmington.

He also started moonlighting as a volunteer firefighter for the city at age 21 and struck up a friendship with Peck, a fellow firefighter.

“He spent several years trying to convince me to come work for him at College Shoe Shop, until I finally decided to try it,” remembers Guess, who came aboard in 2007.

Around 2015, the two partnered on a local Red Wing franchise, but Guess soon realized his heart wasn’t in it. A year later, Peck bought Guess’s share of the Red Wing franchise and sold College Shoe Shop to him.

“I’ve known College Shoe Shop through two previous owners, and the thing that has always stood true is the high level of service,” says Guess. It’s a tradition he takes seriously, as does his tight-knit team of about seven, including GM Katey Jackson, a staff member ever since Guess bought the business.

The Guess children—Isaac Guess and Isabella Sedeeq, now in their twenties— play a role in the business too, infusing it with youthful perspective and social media marketing savvy. (Isaac is the force behind—and the face of—a series of lively Facebook and Instagram videos promoting goings-on at the retailer.)

Another building block in College Shoe Shop’s business model is the store’s 36-foot gooseneck trailer, pulled by a Ford F-250 Super Duty pickup truck. The trailer functions as a mobile store, visiting plants and factories in Arkansas as well as Oklahoma, Missouri, and most recently Iowa. It’s on the road two to three days a week year-round.

“It’s a full-service store with air conditioning or heat, depending on the time of the year; a slat wall with our shoes displayed; and inventory onsite,” says Guess. “We’ve been doing the mobile unit for about 16 years, and people really like it. They appreciate having the opportunity to take care of their footwear needs onsite before work, at lunch, or right after work.”

This past July, College Shoe Shop took the mobile sales approach (albeit, without the trailer) all the way to Cheyenne, WY, to partner with JE Dunn Construction Company on providing safety footwear directly to an active job site. “It was an amazing opportunity,” Guess says.

NEW DIGS Trucks and trailers are a point of consideration at home in Fayetteville, too. In fact, they were an impetus for College Shoe Shop’s move. “A lot of companies we deal with pull big trailers or drive large vehicles like dump trucks,” says Guess.

“It was impossible for them to get into the parking lot of our old store.” Compounding the problem was the fact that where once open fields stretched out behind the “little red building on the corner” (as the store dubbed itself), a multitude of apartment complexes for students had sprung up, making traffic heavy and hard to navigate.

The new space gives shoppers ample room to try on shoes and walk around wearing them inside the store, while outside it gives them access to a sizable parking lot that makes turning and parking large vehicles easier.

Another advantage of Fiesta Square is increased walk-by traffic. To catch the eyes of passersby, College Shoe Shop rounds out its merchandise mix with hiking footwear, coolers, knives, and other outdoor products. “It gives us another avenue to grab people’s attention and bring them in if they don’t know who we are or if they’re not looking for industrial footwear,” says Guess.

GOLDEN YEARS Being part of a shopping plaza came in handy when College Shoe Shop was planning its golden anniversary party this summer. “We asked all the businesses around us if they wanted to be a part of the celebration, and almost all of them provided a gift card, a coupon, or T-shirts for goodie bags,” says Guess. “That was neat because it meant the event wasn’t just about us.”

Held in the parking lot outside the store on July 18th, the party included free food, music, games, giveaways, and a visit from special guest Sutton Smith, running back for the University of Arkansas Razorbacks.

“Our vendors played a part in the celebration, too, giving us items that we put into goodie bags, which were valued at about $200. We handed them out to the first 50 people at the event,” Guess explains. Keen Utility donated bigticket prizes, including a Traeger smoker, a Blackstone griddle, and a pair of Turtlebox waterproof speakers.

“We promoted the event for about six weeks ahead of time, and whenever people came in during those weeks, if they tried on Keen footwear, they were entered to win one of the prizes,” Guess explains. “If they purchased Keen products, they got more tickets for opportunities to win. It was a big hit.”

The best part? “I knew all the people who won,” says Guess. “They’ve all been loyal customers for years.”

MORE TO COME Half a century of success is certainly a reason to celebrate, but the way Guess sees it, 50 years is just a milestone on an open road with an endless horizon.

“We’re on pace to have our largest year ever,” he says. “Sales have been great.”

He attributes his store’s success despite tariffs and other economic challenges to a winning trifecta: an improved location, seizing opportunities to extend the mobile sales reach, and “keeping our prices as low as we can.”

“My kids are still young enough that I don’t know how much they’ll want to be involved in the business in the long term, but I hope one or both of them will carry it on for the foreseeable future,” Guess says. “There’s also a vision of a second location being opened at some point.”

Five decades is a long time in footwear terms, and the store has seen plenty of evolution. Once-popular brands have vanished. Others have gone DTC and cut independent retailers out of the equation. The repair work that sustained the business during the Great Recession of 2007–2009 fell by the wayside in 2020 when it stopped generating decent profits. What hasn’t changed and never will, according to Guess, is the store’s deep commitment to its community and its clientele.

“College Shoe Shop has been a staple in Fayetteville for 50 years, and I look for it to carry on for at least another 50, maybe 100, or 150 years.” • september 2026 • footwearplusmagazine.com 19

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20

M I L E S T O N E: E C C O O F F R OA D Y U C ATA N

TRIED AND TRUE

Ecco is celebrating the Offroad Yucatan’s 20th anniversary with new colors, an exclusive with Dillard’s, and a lifestyle ad campaign.

Ecco’s Offroad Yucatan sport sandal remains a trusty style for trails, trips, and traversing here, there, and just about anywhere.

By Greg Dutter

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VERYONE LOVES THAT one shoe that just works. It fits like a glove. It’s incredibly comfortable. It’s durable. It looks great. It’s versatile...You might say it’s just like Ecco’s Offroad Yucatan sport sandal, which can get wet and muddy yet clean up nice for a casual dinner. It’s exactly the type of shoe you take on trips, sporting it through the airport to the hotel to the pool to the trails and beaches to dinner in a charming palazzo.

“The Offroad Yucatan combines the freedom of a sandal with the comfort, support, and stability of a walking shoe,” says Jill Butler, merchandising director for Ecco Americas. “The adjustable fit, durable construction, and versatility make it an easy choice for travel, outdoor activities, and everyday wear. Plus, the range of colors and materials also gives plenty of choice and keeps the style feeling fresh.”

Matt Feiner, CCO for Ecco Americas, says the Offroad Yucatan consistently ranks among the 63-year-old brand’s most iconic and successful styles globally. Millions of pairs have been sold to date—many of whom are repeat customers and who are now on their fifth pair and beyond. “It has earned a loyal following over 20 years and continues to attract both new and returning consumers around the world,” he affirms, noting that this year has been no exception. “Consumer demand remains strong, but what stands out most isn’t a sales number, it’s the feedback. Year after year, consumers tell us that the Yucatan is simply unlike anything else on the market. Whether they’re traveling, walking all day, or just looking for exceptional comfort, the sandal continues to earn their trust and loyalty.”

Bill Golden, owner of Golden Shoes in Traverse City, MI, can attest to the Offroad Yucatan’s ongoing popularity. The store has carried the style since its debut, and he reports this is one of the best years to date. “It’s still selling in a big way,” he reports. “Many are repeat customers as well as anyone looking for a sandal that they can walk all day in and also wear to dinner.” Another

factor, Golden says, is how Ecco keeps the style fresh year after year. “What keeps sales going, especially in women’s, is the color blocks Ecco comes out with each year. We’ve consistently added more SKUs, so the sales continue to grow each year.”

Tip Top Shoes in New York has also been selling the Offroad Yucatan from day one of its debut. Owner Lester Wasserman credits his late father, Danny, for picking out winners right out of the gate. “He always had a tremendous eye for new and innovative products, and he viewed the Yucatan as a sandal with a true walking/hiking outsole that offered tremendous support for tireless walking,” he says, adding that to date the store has sold thousands of pairs to people from all walks of life and in a broad range of colors. “For some, it’s their 10th pair while others are still in the discovery phase. Either way, it’s one of the easiest sandals to sell as the step in comfort and support make the sale quick and easy.”

GROUND BREAKER When the Offroad Yucatan debuted in 2006, there wasn’t anything else like it on the market. Back then, the sports sandal category sat firmly in a retail price range below $100, pulled down by a strong undertow of cheap flip-flops that passed off as “good enough” for a trip. Anything priced over the century mark was pretty much unheard of, and the Offroad Yucatan came in at a ground-breaking—and eye-popping—$130 retail.

It was a bold move for Ecco, and as shoe industry lore goes everyone at HQ

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was nervous about the reaction the sandal might receive. Still, the design team held firm on its belief that it raised the bar on what a sport sandal delivered in fit, comfort, and durability aspects. The Offroad Yucatan wasn’t a generic flip-flop with zero comfort features and might last a week before falling apart. Nor was it one of the many sport sandal styles of that era that proclaimed performance benefits but were basically flip-flop bottoms with attached ankle collars. This was much different, led by Ecco’s anatomical Receptor technology that provided stability and support though a 20-degree heel strike angle, internal midfoot shank, and dual flex grooves for forefoot flexibility and push-off. It was also the first sandal where Ecco combined three densities in injection for enhanced comfort and durability.

Altogether, it promoted a natural walking motion. This sandal was definitely no flip-flop. It’s a walking shoe built in the silhouette of a sandal. In fact, the design has remained relatively unchanged.

“The Offroad Yucatan solves a real consumer need, and does it consistently well,” Butler says. “While trends have changed, the core benefits—comfort, fit, durability and performance—have remained relevant.” She adds that the appeal is universal, spanning kids to adults. “The design is functional and timeless rather than targeted to one specific consumer. People want comfort, support, and a secure fit, regardless of age or gender.”

The Offroad Yucatan was inducted into the Footwear Plus Style Hall of Fame in 2020. Jeff Gibson, co-owner of V&A Bootery in Kalamazoo, MI. described it then as a great vacation shoe. “If a customer says they’re going to Europe and plan to do a lot of walking…Boom, that’s the shoe we show because it’s got good support, traction, and shock absorption.” Gibson estimated that V&A Bootery sold 600 to 700 pairs of Offroad Yucatans per year for more than a decade. He described it as a “top dog” of perennial styles and in the store’s “hall of fame.”

COLOR ROCKING What started out as an outdoor performance sandal, as evidenced early on by its palette of dark browns and moody greens, has since expanded into a bouquet of colors, prints, and materials. That includes metallics, color combinations, and animal prints.

The biggest hit, by far, has been the multi-colored version, first introduced in 2016 to celebrate the Offroad Yucatan’s 10th anniversary. The upper features exactly 10 pieces of leather, and for the anniversary edition every piece was made

TALES FROM THE TRIPS Customers rave about the Offroad Yucatan sandal.

“This is my third pair. They’ve been everywhere in Maine, from backwoods trails to rocky beaches, as well as in my garden. They take a beating many times over, and the Velcro is still holding.”

“My third pair. Without question, they’re the most comfortable and durable sandals I’ve ever owned.

I live in Southern California and can wear them almost every day. Highly recommend.”

“I’ve worn them to walk the Camino de Santiago (800-plus km), to stroll around Puglia, Italy (250

Above: Offroad Yucatans, circa 2015, and Spring/Summer ’27.

Right: Dillard’s 20th anniversary exclusive.

in a different color. To celebrate the 20th anniversary, Ecco introduced another multi-color combination as an exclusive with Dillard’s. The department store chain was an early adopter of the style and currently offers the widest selection in men’s and women’s versions in the brick-and-mortar world.

Like the Mexican peninsula it is named after, the Offroad Yucatan isn’t going anywhere, any time soon. And that once feared high price point has never been an obstacle. It’s why Feiner “absolutely” believes the sandal will sell for decades to come. “The style has proven to be one of those rare products that transcends trends,” he says. “For decades, consumers have chosen it for the same reasons: exceptional comfort, durability, versatility, and all-day performance. As long as people continue to travel, explore, walk, and spend time outdoors, we believe the Offroad Yucatan will remain highly relevant.”

Butler adds that bright future also entails keeping the Offroad Yucatan fresh and relevant through thoughtful design extensions, playful material exploration, collaborations, and commercial novelty. “New textures, finishes, colors, and limited editions can continue to evolve the icon while staying true to the comfort and character that have made it so enduring,” she says.

Some say the Offroad Yucatan is the OG of sport sandals. Golden says, “There’s nothing close.” While Wasserman describes it as an “icon” and the industry’s “quintessential and pinnacle” walking sandal. “It has stood the test of time,” he says. “The Yucatan is a hall of fame style, and as long as Ecco continues to support it with stock and fun, relevant colors, it has plenty of years left!” •

km), and on daily strolls. I’ve never had a blister or turned an ankle, even on 35-km, one-day walks.

What more could I ask!”

“They’re incredibly comfortable and great for travel. I walked miles and miles in them on a recent trip to Spain and they were fantastic.”

“I’ve had many pairs over the years and rely on them for travel, especially over cobblestones and rough terrain. I love their adjustability in all three straps as I have narrow feet.”

“I’ve spent six to seven weeks volunteering in a very rustic Tanzanian village. I walk everywhere on dusty paths and take showers and do laundry in a bucket. I’ve tried a couple of other brands but can’t say enough good things about these sandals! I absolutely think these are the best adventure travel shoes on the market.”

“This is my fourth pair. Got them just two days before heading off for five weeks trekking in Greece and they were comfortable from the first minute.”

“My sister-in-law walked all over Egypt in hers. I now have three pairs.”

“Wore them all around Kauai and they held up great.”

“I’ve walked miles in them in many States as well as Canada, Italy, and France. I buy two pairs, so I have one in reserve.”

Got a pair for a trip to Disney with my granddaughter and we walked an average of 25,000 steps a day and I’ve never been able to wear sandals rather than sneakers for this much walking—until now!” september 2026 • footwearplusmagazine.com 21

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80

M I L E S T O N E: M I N N E T O N K A

THUNDER ROAD A rich legacy fueled by comfort, courage, and community is the Minnetonka way.

By Loren Edelstein

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EW FOOTWEAR BRANDS spark memories the way Minnetonka does. For generations, its soft soles, slippers, and moccasins have appeared in family photo albums, cabin weekends, and beach town rituals, becoming part of the rhythm of people’s lives. President Jori Miller Sherer hears these stories often, and they never lose their impact. “Being part of people’s memories is the most humbling part of working here,” she says. “It’s our family’s story, but it’s also part of other people’s family stories.”

Now celebrating its 80th anniversary, Minnetonka stands at a meaningful crossroads: honoring a heritage that spans four generations while preparing for a future shaped by accountability, innovation, and a clear sense of direction.

For Sherer, who has spent 16 years at the company her great-grandfather helped build, the milestone is both grounding and motivating. “Just because we’ve been around for 80 years doesn’t entitle us to another 80,” she says.

“You have to honor your past while also evolving and changing.”

ROADSIDE BEGINNINGS Minnetonka’s story begins in 1946, when roadside America was booming and family road trips were becoming a national pastime. The company started as a small Minneapolis operation making handcrafted souvenirs for roadside gift shops, the kind of places where travelers paused for postcards, cold soda, and a pair of soft leather moccasins. Those moccasins, influenced by traditional Native American footwear, quickly became the company’s signature item.

Lucie Skjefte Not long after Minnetonka launched, Polish immigrant Phillip W. Miller sold his corner grocery store and invested in the young business. He stayed with the company until his passing in 1986, helping shape what would become a four-generation family enterprise.

Through the ’50s and ’60s, Minnetonka’s moccasins settled into the fabric of American leisure. The Thunderbird Softsole, introduced in 1955 with its Native American-themed hand-beaded design, became one of the brand’s earliest icons. By the late ’60s, the counterculture movement embraced Minnetonka’s earthy colors, fringe, and soft silhouettes. The Classic Fringe boot and Front Lace Knee High boot became defining looks of the Hippie era, styles that remain in the line today.

As Minnetonka grew, it became more than a maker of casual footwear.

Families picked up their favorite styles on summer vacations, at country stores,

Thunderbird “Animikii“ Softsole is Native American designed.

Jori Miller Sherer

and at beach town retailers they returned to year after year. The brand was about mocs and memories. That steady presence created a sense of continuity that still shapes how people think about Minnetonka.

A FAMILY LEGACY GROWS Phillip’s son Marshall Miller joined the business in 1953, and together they bought out the other partners. Marshall’s steady leadership carried Minnetonka through decades of growth, expanding its reach and deepening its identity as a family-run company. His son David Miller, now CEO, came aboard in 1979 and helped move Minnetonka beyond regional recognition, building distribution across the country and eventually across six continents.

The ’80s brought new cultural currents, from preppy style to western wear, and Minnetonka’s moccasins fit naturally into both. In 1986, the company introduced its first driving moccasins, built with supple leather and rubber nubs for grip. By the late ’80s, plush-lined slippers and sheepskin styles had become customer favorites, laying the groundwork for the slipper category that remains Minnetonka’s strongest performer today.

The ’90s and ’00s added more signature looks. The Kilty Hardsole, the Cally Slipper and the 3-Layer Fringe boot each developed loyal followings. In 2019, Brad Pitt wore the Two Button boot in Once Upon a Time… in Hollywood, a pop culture moment that underscored the staying power of Minnetonka’s heritage styles.

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RECKONING WITH THE PAST Sherer grew up around the company but wasn’t pushed into the family business. “I was never told I had to work here,” she says. “I think that’s very healthy.” She worked in Nordstrom’s Salon Shoes department and later in entertainment and consumer goods, gaining experience in retail, service, and operations before returning home. “I ultimately decided for myself that this is something I wanted to be a part of,” she says.

Sherer joined Minnetonka in 2010. Her tenure has been shaped by product evolution, digital growth, and, most notably, the brand’s reconciliation work with Native communities. Minnetonka publicly acknowledged and apologized for its historic cultural appropriation in 2020.

Under Sherer’s leadership, the company began working directly with Native artists, redesigning appropriated styles, removing appropriated logo elements, and establishing long-term relationships with Indigenous designers. “We knew we had to address the parts of our history that weren’t ours to claim,” Sherer says. “We weren’t reacting to a moment; we knew the work had to be meaningful and ongoing.”

The company hired Adrienne Benjamin, an Anishinaabe artist and reconciliation advisor, and began collaborating with Native designers including Lucie Skjefte.

Minnetonka is now redesigning or replacing key styles that previously drew from Native aesthetics, a process Sherer describes as slow, deliberate, and rooted in trust. “This is ongoing work,” she says. “It’s part of our brand mission now.”

This chapter has become one of Minnetonka’s proudest achievements. It reflects a clear sense of responsibility and a commitment to building relationships that are real, respectful, and long lasting.

Minnetonka’s product evolution mirrors its cultural one: thoughtful, intentional, and grounded in what customers love most. The brand now produces more than 100 styles across several lifestyle categories, balancing heritage lines with new ideas about fit and feel. As the market has shifted toward more casual and versatile footwear, Minnetonka is already in the sweet spot and continues to tweak with care, refining materials, adding cushioning, and enlisting Native designers in its signature lines.

This year’s standouts include a rhinestone moccasin revived from the ’80s and ’90s, a whimsical nod to nostalgia. The Buckle Clog is another emerging favorite, and Sherer hints at a new driving shoe coming next spring.

“Consumers’ expectations of comfort have changed,” she notes. “Nobody wants to see a stiletto from us—that’s not who we are—but we do want to bring more comfort into every style we offer.”

Minnetonka is also updating its legacy unlined moccasins and soft sole styles.

Business operations have also evolved accordingly, with about 50 employees in the Minneapolis headquarters and warehouse, plus a factory in the Dominican Republic. While online DTC sales now account for more than half of the business, wholesale remains foundational, Sherer says. “The juxtaposition of technology and people’s desire for real-life experiences is fascinating,” she says. “The in-store shopping experience is a pillar of our story, and we have no plans to change that.”

Clockwise from top left: Minnetonka x Stranger Things collab; hardsole slippers; Classic Fringe boot debuted in 1967; the new Buckle Clog.

THE ROAD AHEAD When asked about the most challenging period in Minnetonka’s history, Sherer doesn’t hesitate: “The past six-and-a-half years have been the most challenging, starting with the pandemic but also everything else happening in the world. There’s never really a point where you can say, ‘Oh, we figured it out.’ The world changes; you have to stay nimble.”

Sherer is focused on moving the brand forward without losing its character, a balance she describes as challenging but energizing. “This anniversary is a beautiful moment,” she says. “We’re not just saying, ‘This is how we’ve always done it.’ That’s not how you make it another 80 years.”

The company plans to continue expanding its comfort‑forward styles, deepening its Native partnerships, and strengthening both wholesale and DTC channels. Technology will play a role in smarter back‑end operations to improve efficiency. But the most important ingredients, Sherer says, are people who define the heart of Minnetonka: employees, retail partners, Native collaborators, and customers. “Our employees are very meaningful to me,” she says. “And our customers are the reason we’re still here.”

That blend of humility, courage, and vision defines Minnetonka at 80. “We’re walking that line,” says Sherer, “honoring our past while evolving and moving forward. That’s what’s exciting about this moment in our company’s history.” • september 2026 • footwearplusmagazine.com 23

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20

M I L E S T O N E: N AT I O N A L S H O E T R AV E L E R S

VITAL LINK

National Shoe Travelers celebrates two decades of serving sales reps, the linchpin between wholesalers and retailers. By Loren Edelstein

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Front row, left to right: National Shoe Travelers past president Al Rivera and current president Ken Sollie along with the rest of the board.

EHIND EVERY WELL-KNOWN footwear brand and retailer are the hardworking people who connect the products with the sellers who bring them to market. They’re the traveling sales reps who spend their careers on the road, presenting seasonal lines, managing retailer relationships, and serving as the vital link between wholesalers and retailers.

The job has grown more complex in recent years, shaped by digital ordering platforms and other technologies that power a fast-changing industry landscape. For two decades, National Shoe Travelers (NST) has supported those reps with education, benefits, and a sense of belonging in an otherwise isolating business.

As NST marks its 20th anniversary, past president Al Rivera and current president Ken Sollie reflect on how the organization has evolved—and how it continues to meet the needs of a dynamic industry.

FORGING A NEW BEGINNING NST’s story begins in 2006, during a period of upheaval in the industry. For decades, the World Shoe Association (WSA) served as a central hub for trav-

eling sales reps, independent retailers, national chains, and footwear vendors.

Its biannual WSA Show in Las Vegas was the industry’s largest gathering, a place where reps previewed seasonal lines, met with retailers, and connected with colleagues from across the country. That stability, however, went poof when the nonprofit WSA sold its business operations in 2006 and dissolved soon after. The trade show continued under new ownership for several years, but when WSA ultimately shut down in 2010, the industry was left without a unifying home. For many reps, the loss felt personal—not just the end of a marketplace, but the disappearance of a community.

Rivera remembers that moment clearly. “When WSA dissolved, critics questioned whether NST was even necessary,” he says. “That skepticism sharpened our focus. It fueled our determination. We’re still here, going strong, and remaining dedicated to supporting our community.”

NST emerged to meet a deeper need: a place where reps could learn, connect, and find support in a profession that can be isolating and unpredictable. Sollie says NST’s members behave more like colleagues than competitors. “Reps complement each other’s lines, share knowledge, and help each other grow.”

NST’s founding board members understood that reps needed more than a trade group; they needed a home base. NST became that home. For many longtime reps, NST was the first organization that truly centered their needs

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rather than treating them as an extension of the brands they represented.

SHOWING UP IN HARD TIMES Ask Rivera to define the heart of NST and he doesn’t hesitate: it’s the way the organization shows up for members in moments of crisis. “NST has stood by its members during their most difficult moments, offering financial help when it matters most,” he says. “We have witnessed members lose their homes to fires, floods, and tornadoes. Through our partnership with the Two Ten Footwear Foundation, we’ve been able to guide them toward the relief and support they needed.”

For traveling reps, crisis can feel even more desta‑ bilizing. Many spend long stretches on the road, often working alone and far from home when emergencies strike. NST’s endowment through Two Ten ensures that members have a confidential, reliable place to turn—whether they are facing natural disaster, sud‑ den hardship, or unexpected financial strain. That support extends to their families as well, reflecting NST’s belief that strengthening the rep community means investing in the families behind it.

The partnership also helps educate the next gen‑ eration through scholarships for members’ children.

One recent scholarship recipient, Samuel Ruggio, son of NST member Kevin Ruggio, put that support to work. After graduating from Embry‑Riddle Aeronautical University, he returned to Boeing to begin his career as an Industrial Security Specialist supporting the F‑15EX, F/A‑18 Super Hornet and MQ‑25 Stingray programs.

“I’m extremely thankful to the National Shoe Travelers scholarship and the Two Ten Footwear Foundation for helping me attend a fantastic university and get an education that set me on the path I’m on today,” Ruggio says.

PARTNERSHIPS WITH A GREATER PURPOSE NST’s partnerships extend beyond Two Ten. The organization collaborates with the National Shoe Retailers Association, Soles4Souls, Beef4Hunger (donates fresh beef to food banks across the Midwest, filling a critical protein gap in emergency food supplies), and Elevate Him (provides mental health resources and suicide awareness programming for men, a mission that reso‑ nates deeply with NST’s membership). Each brings a different kind of support to community members in need. These relationships reflect the realities of a profession built on constant travel. Reps spend their days moving through towns, visiting stores, and talking with people across the country, often seeing firsthand where help is needed most.

NST’s charitable outreach has grown significantly in recent years. Members participate in donation drives, awareness efforts, and other local initiatives, strengthening the connection between NST’s mission and the communities its members serve. These partnerships reflect NST’s core identity, says Rivera.

“We’re here to support people, not just in their work but in their lives.”

DO THE EVOLUTION The footwear market has shifted so quickly that reps now operate in an entirely different environment than they did even a few years ago. Product moves through digital ordering platforms, virtual sell‑ins, marketplace sellers, and DTC brands, alongside traditional department stores, big‑box retailers, and independents.

Retail consolidation, new technologies, and evolving buying cycles have reshaped how brands present their lines and how reps manage relationships.

The job itself has changed as well. Reps now juggle multiple digital systems, from brand portals to retailer platforms, often while managing larger terri‑

Clockwise, top left: NST members hand out free refueling snacks at a show; teaming with Soles4Souls at a shoes donation event; an invite to a social mixer.

tories with fewer in‑person appointments. Virtual appointments have made relationship‑building more challenging, and younger reps enter the industry through different pathways than their predecessors.

NST’s educational resources help bridge those gaps, giving members tools to stay competitive in a market that rewards adaptability.

NST also provides access to general counsel Rich Reinis, who advises members on contract questions, vendor disputes, job tran‑ sitions, and other professional challenges that may arise. For reps navigating career changes, NST offers reimbursement of up to $100 toward professional résumé‑writing services, giving members practical support during transitions in an industry that continues to reinvent how business gets done.

Looking ahead, members are most interested in expanded benefits, especially health insurance, says Sollie. While that remains out of reach for now, NST is exploring discounts for travel, sample cases, and other tools that help offset the cost of being a sales rep. Current and prospective members are encouraged to offer suggestions.

BUILDING THE FUTURE For Sollie, who took over as NST president for the 2026–2027 term, the organization’s future will be defined by partnership. NST is deepening its ties with trade show coordinators, trade publications, and community outreach partners, all while its board stays focused on listening to member needs and recruiting new talent. As trade shows evolve and digital tools reshape how brands present their lines, NST aims to remain a steady presence that helps reps navigate an industry that rarely stands still.

A key priority is supporting the next generation of traveling reps. Younger professionals are entering the business with different expectations around technology, training, and work‑life balance, and NST plans to expand its educational resources and mentorship opportunities to meet those needs. The board is also exploring ways to strengthen benefit packages, grow membership, and maintain a strong presence at regional shows, ensuring reps have reliable places to gather, learn, and connect.

Over the next five years, NST will continue doing what it does best: providing a home base for traveling reps. “I’d personally be lost without this community, and I feel incredibly fortunate to be a part of it,” Rivera says. “I still wake up every morning loving this industry, cherishing the friendships I’ve made, and excited to see what’s next.”

NST’s mission remains rooted in its core purpose: supporting the people who keep the footwear industry connected and moving forward. •

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National Shoe Retailers Association

SAVE THE DATES!

Relationships built at the annual Footwear Forum are priceless.

A conversation with a seasoned retailer 13 years ago totally changed my business and life!

– Loren Martin, ELM Shoes

I’ve taken away ideas that have changed how we buy, how we lead, how we market, and how we think about the future. But just as important, I’ve gained perspective, validation, and relationships that continue long after the NSRA Footwear Forum ends.

– Stephanie Stout, Stout’s Footwear

NSRA’s Footwear Forum is for Independent Shoe Stores of all sizes.

• • • • •

Networking and Relationship Building Speakers, Panels, and Roundtables Vendor Exhibits Social Dining and Cocktail Parties Children’s Shoes Distribution Event

Registration opens in December!

The opportunity to network with leaders of the industry, to learn from them and share insights and information is invaluable. NSRA is an opportunity to learn, grow, evolve and flourish.

– Janice Abernethy, abbadabba’s

I always gain a lot of insight attending the conferences. I am the third generation, and the transition was not an easy one. Honestly, our store probably would not be where it is today without the NSRA. – Jill Snyder, Snyder’s Shoes

Learn more about NSRA and the 2027 Footwear Forum at NSRA.org, or call 520-209-1710 NSRA Footwear Plus Sep 2026 082026 final.indd 1 FOP SEPT 2026.indd 27

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TREND SPOTTING

Altra

Saucony Merrell

ADVENTURELAND Men’s trail runners are built for off-road yet versatile enough for around town.

Skechers

Norda

Salewa

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THE ART of COMFORT UPCOMING TRADE SHOWS

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SPRINGFOOTWEAR.COM | 800.962.0030 | SS27 COLLECTION | Style / SASSABANK 8/25/26 5:49 PM

TREND SPOTTING

WHITE HOT Beat the heat in summer shade sandals.

Camper

Spring Step

Oofos

Dansko

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SP TING T R ET NR DESNPDO T TO I NTG

HAIL, MARY JANES! No matter the pattern, material, or ornamentation, the silhouette rules.

Azura

Alegria

Toms

Franco Sarto

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T R ET NR DESNPDO T TO I NTG SP TING

Taos

Clarks

PUTTIN’ ON THE GLITZ Metallic sandals put a spark in your step.

Gabor

Dansko

Naot

Patrizia

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Fearless.

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Dingo unveil s its 2026 Lookbook, exploration a refined of Weste rn heritag a contem e expres porary, fashio sed throug n-driven h authenticity lens. Roote and elevat d in ed with the collec modern tion highlig edge, hts the brand commitment 's contin to bold design ued character. and unmis takable The lineup opens with Buckle Up, forward a hardwarecapsule defined by straps metal accent , buckles, s—built for and individuals unapologetic who embra style. Nouve ce sculptural au Weste rn introd lines and uces elevated classic silhou textures, reshaping ettes with sophisticated first intent ion. Prairie , fashionRomance perspective, brings a blending softer warm tones vintage-insp and ired eleme delicate, nts that with moder reinterpret n authen femininity ticity. Keep reinforces It Authe the core ntic of the brand craftsmanship through , honest raw detailing, speak to and silhou Dingo's ettes that enduring the fashio identity.

Designed n-minded for bride, Wedd whites and ing featur intricate es refined accents elevated that delive take on r a fresh, Western Dingo captur bridal design . And Do es the spirit It In of the brand form—bold, expressive, in its purest and rooted authentic in the belief style should that always stand you to always apart, remind #DoItInDing ing o.

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BUCKLE UP

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34

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Pelle Moda kid suede slingbacks with 2.3-inch block heels.

35

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Patrizia heeled sandals with TPU outsoles and hook-and-loop adjustable straps.

Opposite page, clockwise from bottom: Remonte leather sneaker with removable insole; trail shoe with waterproof leather upper and triple-density EVA footbed by Dansko. non-slip platform sneaker with removable footbed and insole by Gabor; tennie with forefoot cushioning and deep heel cup by Taos.

36

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Alegria block heel sandal with adjustable ankle strap; lazer cut shootie with back zipper

by Django & Juliette.

Opposite page: L’Artiste sandal with molded PU bottom and padded footbed.

39

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Ecco pump with padded removable inlay sole and flexible rubber outsole; wedge sandal with 1.5-inch heel and antimicrobial-treated footbed lining by Aetrex.

Opposite page: Black Star snip toe western boots with CellSole cushioned footbeds and soft leather linings.

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From top: Clarks t-strap sandal with molded Contour Cushion footbed and ankle padding; Naot mini wedge sandal with EVA sole and anatomic cork and latex footbed. Opposite page: Mary Janes with adjustable buckle closures and eco-conscious linings by Franco Sarto.

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Twisted X boat shoes with merino wool uppers and recycled foam footbeds.

Opposite page, clockwise from left: Patricia Nash ballet flat with suede upper and memory foam sock lining; ruche kid suede slide with rubber outsole by All Black; slingback with cushioned leather footbed and slightly lifted outsole

by Miz Mooz.

Photography: Trevett McCandliss; styling: Mariah Walker/Art Department; fashion editor: Kiernan McCormick; model: Lyrehc Healey/Fenton Model Mgmt.; hair and makeup: Nevio Ragazzini/Next Artists; photo assistant: Raymond Collette; styling and photo assistants: Nellyfer Espinoza and Jamie Wtorkowski.

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A N OT E T O M Y Y OU N G E R S E L F

THE UPSIDE Industry veteran Larry Paparo cut his teeth in retail and then crossed over into wholesale, driven by the mantra to always look up and ask: Could that be me someday?

HI, 17-YEAR-OLD LARRY…Well, you’re currently lost, fighting your way through the mean streets of Bensonhurst, Brooklyn. You’re not sure which path to take. That’s when Mom says Lester’s Shoe Store is looking for a stock boy. Your first response is she’s nuts! But after meeting with owner Barry Cohen, your first mentor, you take the job.

At first, it’s a few hours a day unloading deliveries. Then you quickly move onto organizing the stockroom and, soon after, helping customers.

You love the pace, the product, and the people. You don’t realize it, but you’ve caught the shoe bug. You’ll be in this industry for life. It’s a wild ride that takes you from the selling floor to the factory floor and from Brooklyn to Asia and many places in between. But remember this: every job, promotion, factory visit, lesson learned…started as a young stock boy carrying shoe boxes for $3.35 an hour.

Lester’s is an education that no classroom could ever provide. Work lessons are wrapped in broader life teachings. Keep your ears and eyes open and absorb it all. The more you learn, the more you’ll advance in your career. To that end, it’s not long before Barry trusts you with the keys to the store and lets you manage the business. He sees your passion, hard work, and bright eyes looking to make a difference. In a couple years, you become the buyer and help open more locations.

Life is good. But you’re hungry for more. You love working with the sales reps and admire how they present products, build relationships, and represent great brands. You decide that’s your next move. The opportunity comes when Mark Kohlenberg, another mentor, hires you as Larry Paparo is in a New York state of mind. a rep for Elefanten. It’s your big break! Together, you launch the brand and change the footprint of the kids’ market by introducing direct-attached, molded flexible bottoms. It allows retailers to carry fewer sizes, i.e. less inventory, and increase turns. Elefanten is also the first time a European brand offers playful styles and colors. We also introduce Gore-Tex waterproof styles priced over $100—another kids’ industry first. They sell like hotcakes!

This is just the beginning of your wholesale career. Your next stop is Sales Manager to launch Kenneth Cole Kids and later manage its Unlisted brand for men’s and women’s. It’s where you meet Dick Prout, one of your greatest mentors. He teaches you how to navigate corporate America, build a global brand, lead with integrity, and avoid the land mines that can derail even the most talented shoe dogs. Then it’s on to Vice President of Sales at Nine West and overseeing Easy Spirit’s athletic division. Next is President at Steve Madden’s kids’ division followed by venturing out on your own as CEO of LJP Intl., where you manage the global licenses for Bruno Magli, Robert Graham, Nine West Kids, and Mootsie Tootsies, among several others. Over the span of a decade, LJP grows to 250 employees with manufacturing partners in China, Italy,

Brazil, and India. You also design, develop, and source footwear for Rocawear with Jay-Z and other celebrity-driven businesses. Annual sales reach $100 million. The kid who once stacked shoe boxes at Lester’s is now working with leading retailers across the U.S. as well as with top factories around the world, knowing that honesty, respect, and keeping your word is understood in every language.

Today, you’re the CEO of Paparo Consulting Group, where you help many leading brands with strategy, marketing, sourcing, product development, licensing, acquisitions, and sales. Every success, setback, mentor, customer, factory visit, relationship built, etc. has prepared you for this chapter. Indeed, your greatest value now is sharing all that you’ve learned.

Many believe sharing knowledge makes you replaceable. The opposite is true. Leadership isn’t about protecting knowledge; it’s about multiplying it. So never stop mentoring. Every promotion you receive is made smoother because you prepared someone else to take your place.

That said, never chase titles. Always chase excellence, and the titles will come. But also realize that titles fade, like awards that collect dust on shelves. Companies come and go, only people matter. Your reputation is your greatest asset. Treat everyone from the factory floors to the boardrooms with respect. Return every call. Keep every promise. Listen more than you speak.

Relationships built on trust will carry you farther than any title ever will.

Now for the most important lesson: the power of family. One day a young woman named Lisa moves into the house you grew up in. Neither of you realize it then, but that home won’t just hold your childhood memories.

She becomes your wife and greatest supporter through every promotion, risk, late-night flight home, disappointment, and success. Never take her for granted.

Best of all, she’s the mother of your son, Justin! He’s works beside you at LJP and Paparo Consulting Group. In a full circle moment, he’s now National Sales Manager at Esquire Brands, overseeing Kenneth Cole, Sam Edelman, Jessica Simpson, and DKNY kids’ licenses. Nothing makes you prouder than watching your son build his own industry legacy.

In closing, embrace QTL (Quality Time Left). Legendary NFL coach Jimmy Johnson says it at a marketing event you did together. (Pretty cool, right?) It changes your life because when your grandson Noah runs into your arms, you understand what QTL really means. The hugs, laughter, and family bonds are the ultimate definitions of success. So take more pictures, if that’s even possible. Travel the world but always hurry home.

Tell Lisa, Justin, Krystie, and Noah you love them every chance you get.

And keep looking up while also helping others climb the ladder.

46 footwearplusmagazine.com • september 2026

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AS S EEN I N U N LACED

ECCO INTRODUCES ELEVATE COLLECTION New styles aim to improve the experience of wearing dress shoes—and let women move comfortably between everyday settings and elegant ones.

ALL THE FIXINS: TWISTED X HOSTS BOOTS & BISCUITS Food and footwear were on the menu at the brand’s annual WESA event.

PROVING THAT EVERYTHING’S better with a biscuit, Twisted X Global Brands recently hosted its annual Boots & Biscuits event, giving members of the media, influencers, and retailers a chance to admire new styles for S/S ’27 and to savor one of the South’s favorite morning comfort foods.

Held in the brand’s showroom in the Dallas Market Center during WESA (Western & English Sales Association), Boots & Biscuits gave visitors a first look at the newest collections as well as a chance to interact with members of the Twisted X team. Key stories on display included the continued expansion of Built in the USA , new moccasins in the mix, and the new CellStep footbed, which will be available in the brand’s footwear and as a standalone product to enhance comfort.

ECCO IS LAUNCHING a new collection of women’s styles that blend a sophisticated aesthetic fit for the return-to-office trend with the comfort features the European brand is known for. Key styles in the Elevate collection include classic silhouettes like low-wedge Mary Janes, block-heel pumps, and ballerina flats with contrast cap toes in elegant finishes like smooth black leather, camel suede, and nude patent leather. Soft, cushioned footbeds make the styles comfortable enough for everyday wear and versatile enough for multiple dress codes and occasions.

“The timing couldn’t be better” for the collection, says Neal Taylor, CCO of Ecco Americas.

“Across the U.S. we’re seeing a resurgence in dress shoes as consumers embrace a more polished approach to everyday style, both in a professional setting and beyond.

“There is a clear shift back toward more intentional dressing as people spend more time in the office and formal occasions become a bigger part of everyday life again,” he adds.

“Dress footwear is returning, but consumer expectations have fundamentally changed.

Women no longer accept having to choose between looking professional and feeling comfortable. That is exactly where Elevate comes in. It combines refined, modern design with the comfort and craftsmanship that define Ecco, offering women footwear that is versatile and supports them throughout the day without compromising on style.”

Taylor predicts the new collection will resonate with Ecco loyalists because it’s a natural extension of what they already value about the brand: “premium quality, exceptional comfort, and timeless design.” The Elevate collection “brings those strengths into a category where we see growing demand as women refresh their wardrobes,” he explains.

“At the same time, the collection introduces or reintroduces Ecco to a broader audience looking for elevated footwear that delivers both sophistication and all-day comfort.”

The collection’s name “reflects both the product and our ambition for the collection,” Taylor says. “Elevate is about elevating the experience of wearing dress shoes, bringing together sophistication, craftsmanship, and comfort in a way that feels relevant to how women live and work today. More importantly, it’s about helping women feel their best.

When your footwear supports you from the first meeting of the day to everything that follows, you can focus on what matters most. That’s what Elevate represents: confidence, ease, and a more elevated everyday experience.”

Subscribe to Unlaced, a digital weekly newsletter by the editors of Footwear Plus: footwearplusmagazine.com/subscribe

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L A S T SHO T

All That Glitters

Alohas

Woden Ecco

Voile Blanche Gola

Puma

My Precious

Who cares about a ring when you can own metallic silver or gold sneakers.

48 footwearplusmagazine.com • september 2026

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CONGRATULATIONS TO OUR FRIENDS AT TONI PONS CASITAS FOOTWEAR/EXCLUSIVE DISTRIBUTORS annemarie@casitasfootwear.com joe@casitasfootwear.com

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