Columbia Taps DJ and Artist Zedd to Release SH/FT Footwear

Columbia Sportswear is partnering with Grammy Award-winning DJ and producer Zedd on a new collection of footwear called SH/FT that is designed for nature hikes and city commutes. SH/FT is comprised of a waterproof knitted mid-top sneaker, which is the hero style for the collection, along with a non-waterproof low-top sneaker, and collaboration mid-tops. The new range launches on Friday, and will be followed by a leather hiker boot and outdoor winter boot in late September. “The goal is to become equally famous in apparel and footwear and have a deeper conversation in footwear,” said Peter Ruppe, Columbia Sportswear’s vice president of footwear. “Everybody believes there’s an emerging category here that’s different from where outdoor has been in the past.” Ruppe explained that the SH/FT collection is targeted to a younger demographic that tends to wear running shoes or other footwear not suitable for hiking. The knit sneakers look like casual shoes for city walks, but feature a midsole with beading technology that took a few years to develop. According to Ethan Pochman, Columbia’s vice president of global brand marketing, “We don’t want any footwear fails on the trail. We want to deliver this ability to take them out of town and into

Follow WWD on Twitter or become a fan on Facebook.

Read More…