Rothy’s Wants to Create a Lifetime Customer With Its Newest Collection for Little Girls

The company—which has seen dedicated Facebook groups pop up with more than 3,000 members showing off their shoes or sharing trade rumors—is debuting 11 loafer-style shoes for girls. Dubbed “Rothy’s Girls” and made out of recycled plastic water bottles, the machine-washable shoes will cost $65 each.

“Something that I hope gives a mom a reason to want to buy them—not just because they’re cute—[is that there’s] such a broad range in how little girls can wear them, and they’ll last,” said Erin Lowenberg, creative director at Rothy’s.

Rothy’s, which opened up its first store in San Francisco in May, is part of the growing sector of direct-to-consumer brands challenging both traditional brands and retailers.