Just a few weeks ago, the traditional US shoe brand Keds was sold by Wolverine World Wide to the Designer Brands Inc. group of companies. Now, under the direction of the new owner, the label is focusing on a fresh look and new products.
On Tuesday, Keds announced a “brand refresh,” which will include a redesigned logo and a “modern brand statement.” The label, which can look back on more than a hundred years of history, wants to focus on values such as “optimism, inclusivity and authenticity” in the future. A campaign that photographer Jacob Consenstein realized together with the production agency Family Projects is intended to illustrate the new start.
The label also revised its website and expanded the range. In addition to the classic sneaker “The Keds Champion” developed in 1916, the brand is now also focusing on the three new versions “The Court”, “The Platform” and “The Mini”. Keds “revisited its original models to create new icons for the present while maintaining the DNA of its classic sneaker silhouette,” the company explained.