When Loungers launched its direct-to-consumer website in 2019, it quickly became the quintessential at-home shoe for Londoners waiting out the long pandemic quarantines. Loungers were lightyears away in design and comfort from more traditional house-slipper brands. Now, with restrictions lifting and an international exodus from indoors to outdoors underway, Loungers loafers have been more recently seen out and about on the streets of London, New York, Los Angeles, Milan, and Tokyo. This test of their hybrid indoor-outdoor versatility coincides with a recent announcement by the company that the next step in their expansion will be to offer the collection at the wholesale level to exclusive retailers. This initiative will begin with the brand’s debut at the Pitti Immagine Uomo trade show in Florence next month, June 14-17, where Loungers will present their Spring/Summer 2023 collection. The Pitti Uomo tradeshow is a key event in the fashion world, welcoming buyers from all over the world to view the latest offerings from design-centric brands.
Loungers’ Chief Brand Officer, Claire Marino, cites versatile styling as a key factor in the brand’s success: “Loungers can certainly be your at-home shoes, but our design team has also engineered them to go the distance. With our unique internal construction and Vibram® Hydro-grip® outsoles, you can lounge, walk, drive, and fly in Loungers. We like to say that when you are wearing Loungers, you will have the world at your feet. Our clientele agrees – they are always on the move, and they are used to making an impression wherever they are.” Certainly, the style names are infused with the kind of pure, positive energy that the brand channels: the Serenity® loafer, the Accelerator® driver, and the Transporter® commuter are best-sellers for both men and women, and the brand continues to expand the offering with several inventive new styles planned for the upcoming Spring 2023 market.
Shepherding transformative change in the footwear space has been an exciting challenge for the Lounger’s executive team. Managing Director, Jo Goodson, commented on what sets Loungers apart in such a competitive industry: “Loungers are designed in London and produced in the Marche region of Italy, so you have the perfect blend of tailored sophistication and exceptional craftsmanship. However, timing is everything, and this post-pandemic market is eager for new ideas. Customers are moving away from overly casual fashion and footwear, but they have no intention of returning to a stiff, formal look. It’s a magic moment for a pioneering brand like Loungers, which offers nearly weightless comfort but also makes a statement about personal luxury.”
Loungers is also passionate about building trust with their customers and giving back to their community. The company demonstrates eco-conscious ethics with recycled packaging and a zero-waste policy, but, more impressively, they have made an immediate impact on their community by partnering with The More Trees Campaign® with whom they have worked to plant over 500 new trees in Central London since the beginning of the year. One for every pair sold in that market. Loungers also promote health and wellness by offering a free One Minute Meditation guide written by mindfulness mentor and influencer Patrizio Paoletti with every pair purchased. The company also sponsors online meditation sessions to help customers unplug and appreciate the present. Loungers is certainly a new type of company, one that practices what it so elegantly preaches.
