Rothy’s Won't Chase Trends—It’s Making Them

With new collections, the direct-to-consumer brand is setting itself up for long-term success

Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.

Rothy’s, a direct-to-consumer footwear brand founded in 2012, knows how much its customers love the shoe. The brand doesn’t necessarily need to dig deep to figure out how they like a silhouette or a color, either. There are several Facebook groups dedicated to discussing, buying, selling and trading the shoe, including one called Rothy’s Addicts with more than 16,000 members.

Even with this level of dedicated fandom and passion on the part of its customers, Rothy’s is moving beyond the flat made from recycled plastic bottles that made it famous.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in