Moncler accelerates the development of the Footwear category – WWD

MILAN — Moncler is pushing the accelerator on the development of its footwear category, which has become a key strategic priority.

The brand will launch its new footwear collection later this month and in September.

Although the category is expected to reach around 10% of revenue in 2025, CEO Remo Ruffini believes the shoes are a way to connect to Moncler’s global communities, not just a business driver.

“Moncler’s footwear business grew very well last year, but remains well below its true potential,” Ruffini said during his keynote speech at the company’s May Financial Markets Day. “Now we are ready to take on this challenge. We know that sneakers are essential for our Moncler communities.

Ruffini then outlined his goal for the company to become “a community magnet”, to go “one for one, one for all digital” and to embed sustainability at all levels. “Consumers are simply people who have a transactional relationship with the brand, they come and go. We believe in the power of building and interacting with communities through long-term relationships,” he said, adding that “we will go beyond premier cities into their traditional luxury neighborhoods” .

The executive is also aware that the shoes will help Moncler unlock its market potential, as they play a “critical role” in certain markets like the United States.

The company has created a dedicated footwear department with a group of designers who have specific know-how and experience in the segment. These include Nathan VanHook, Head of Footwear Design at Moncler. He was previously head of footwear design for ACG at Nike. He is also the creator of the iconic Yeezy “Red October” for Nike and Kanye West.

Last year, Moncler appointed Gino Fisanotti to the newly created position of brand director. He also joins the company after 23 years at Nike, where he rose from retail and marketing roles in South America and Europe to vice president of global sportswear, North America, vice president marketing, and finally, as the first responsible for brand creation. His arrival was also seen as a major step in the development of a footwear business at Moncler.

Inspired by its mountaineering heritage, Moncler’s footwear collection aims to bring outdoor looks and performance into the world of luxury with everyday use in the city.

The lineup will comprise four segments – urban-inspired, outdoor, urban and hybrid – exploring new shapes, new proportions, new materials and new manufacturing techniques.

The new shoe models from Moncler.

courtesy of Tech Hunter

The company aims to build an internal industrial hub to fully unlock the category’s potential. While continuing to rely on a network of long-standing partners, Moncler is also considering vertical production and the acquisition of facilities with strong manufacturing knowledge.

The Trailgrip GTX low-top sneaker is 100% waterproof, with breathable Gore-Tex technology. Pioneering flexible carbon fiber plates provide responsive cushioning and dynamic support to help maximize energy output. The carbon fiber chassis is designed to work like a rock plate for underfoot protection and comfort, speed and endurance.

Moncler has teamed up with renowned outdoor specialists Cordura, Gore-Tex and Vibram, which guarantee traction thanks to their Megagrip lug rubber soles. The Ortholite sockliner is integrated underfoot for added comfort, combined with a heel clip for added stability.

Exclusive to moncler.com, the 1952 Trailgrip low-top sneaker, which will be available from August 25, features a modern crocodile-textured upper in bold green. The same hue appears throughout Sergio Zambon’s 1952 ready-to-wear collection.

Moncler

Trailgrip 1952 low shoe from Moncler.

courtesy of Moncler

Retail prices for Trailgrip sneakers range from 440 to 695 euros.

The Trailgrip GTX High references Moncler’s mountaineering history, with a range of styles influenced by hiking boots. Materials include premium leather, nubuck and Cordura, along with a waterproof and breathable Gore-Tex membrane and TecTuff rubber band for added durability. Although sturdy, the shoes are lightweight.

The Trailgrip Après High hardens the snow boot with waterproof Gore-Tex membrane and the line’s signature Vibram Megagrip sole, for sure footing on snowy slopes. Extreme warmth and comfort is provided by the puff style upper.

With their futuristic look, the Acqua and Acqua High boots are completely waterproof and come with internal eco-fur “socks” that can be removed and worn as house slippers. Durable rubber soles provide excellent traction.

The company teased the footwear collection at its Milan headquarters with a group of key international sneakerheads, and Moncler touted early feedback and reactions on social media, reporting an organic reach of 14 million in the first week. Styles were put through their paces on rocky mountain-inspired ground, and the new sneaker community came together to discuss designs from Julianknxx and Kelsey Lu’s musical performances.

As reported, Moncler Group, which also includes the Stone Island brand, surged in the first half of the year, beating analysts’ expectations with a 46% increase in revenue to 918.4 million euros at rate constant exchange rate. Sales of the Moncler brand increased by 27% to 724.3 million euros at constant exchange rates.

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