Issue link: https://viewer.e-digitaledition.com/i/1171994
providing style, will continue to increase as consumers' free time become more limited. CHACO Josh Weichhand, Creative Director Selected Style: Chaco's Z/Ronin lifestyle shoe is a nod to the global fashion and comfort trend of wearing socks with san- dals. Our pass-through adjustable strap system is combined with a knit upper, sitting on our aligning, supportive podia- trist-certified footbed. Consumer Focus: Customers tend to be fashion-forward early adopters interested in quality and American brand heritage. In sandals, there's a desire for mind-body balance and a rootsy, back-to-the-earth mentality, which leads consumers to bare their feet and immerse themselves in nature. Future of this Trend: It has to do with the rapid growth of population centers in outdoor adjacent cities, as well as the inherent quality and comfort typical of outdoor products. The outdoor industry sits at the intersection of design, material innovations, fashion, and values — impor- tant criteria for the modern consumer. COLUMBIA Peter Ruppe, VP of Footwear at Columbia Sportswear Selected Style: The SH/FT features a modern aesthetic, athletic fit and out- door function transcending from trail to city. The line combines OutDry water- proof breathable technology and the SH/ FT midsole cushion for a modern hiking solution. Consumer Focus: Millennials who are seeking outdoor experiences for the emo- tional and social benefits of connecting to nature. There are a lot of pressures impacting young adults. Future of this Trend: Increasingly people are drawn to the convenience and excite- ment of the urban environment, but also seeking nature to keep balanced — this is just gaining momentum. This move- ment is taking people back outside for health, stability, coping and renewal, and to enhance well-being. ECCO Thomas Dixon, National Sales/Product Manager, Outdoor for ECCO USA Selected Style: The Multi-Vent is a street style sneaker combined with Gore-Tex Surround 360-degree breathability and waterproof protection. We have new col- orways for Spring 2020. Consumer Focus: This trend bridges age groups. You can see a Millennial and Baby Boomer wearing the same article, dif- ferentiated by design or color and their individual style. Future of this Trend: Hybridization and athletic outdoor are where the industry is headed. Multifunctionality has bridged everyone's life from phones to outerwear to footwear. We are also witnessing the slowdown of traditional "hiking" product. FORSAKE Jack Knoll, Forsake Director of Marketing Selected Style: The Meridian is a slip-on that combines maximum breathability and casual style with a Peak-to-Pavement outsole designed for stability. The dual- density footbed and quick-drying mesh liner lets you take comfort off the beaten path, while Ventureknit provides abrasion resistance and superior breathability. Consumer Focus: Millennials who live in urban centers where they work, but travel and recreate on weekends out- doors. Instead of buying a shoe for every activity, the Meridian can be used in a multitude of scenarios, even ones that consumers don't plan for. Future of this Trend: The urban outdoor trend is here to stay. Consumers are focusing their spending on experiences and they want to look good outdoors. KEEN Ashley Williams, Senior Director of Global Marketing Selected Style: SOLR (Sea, Ocean, Lake and River) is a high-performance sandal with a heel-locking toe-post featuring recycled plastic fiber webbing, Aquagrip outsole and zonal siping. The low-profile design is lightweight, flexible and has a non-marking rubber outsole. An EVA midsole and footbed provide all-day cush- ioning and comfort. Consumer Focus: This is for younger, more progressive, living in urban areas, digital natives, focusing on the experi- ence. They spend more on versatile, premium products and have a broad spectrum of activities from hiking and yoga, indoor climbing to spinning, so they're looking for non-specific end-use products. Future of this Trend: Outdoor continues to influence popular fashion, as can be seen by many premium brands creating products based on outdoor performance products. TRENDS footwearinsight.com September/October 2019 ~ Footwear Insight • 27 Chaco Z/Ronin, MSRP $130. Columbia SH/FT OutDry Boot, MSRP $150. Ecco Multi-Vent with Dyneema Leather, MSRP $300. Forsake Meridian, MSRP $99.95. Keen SOLR, MSRP $75.