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Permanent · London

Pentland creates new footwear brand

Published
Oct 2, 2019
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Pentland Brands is trying its hand at creating a new brand proposition from scratch with the launch of a new footwear concept for women named 52 Degrees LDN.


52 Degrees London


The British group, which owns several footwear labels including Kickers, KangaRoos, Seavees and Red or Dead, is also the global footwear licensee for Karen Millen and Lacoste Chaussures.

52 Degrees LDN is designed by a team of female employees at Pentland Brands’ headquarters in London to provide “beautiful shoes, made for real life”. Comfort is put at the centre of the designs, using a range of ergonomic construction techniques from trainer-inspired foam lining to slip resistant soles.

Each shoe is handcrafted from premium leathers and suedes and delivered in a recycled shoebox.

Emily Haynes, Head of Ideas Incubation at Pentland Brands, explains: “52 Degrees LDN is made for women on the go, who don’t want to compromise on style or comfort."

The inaugural collection comprises four classical styles, which will become the brand’s core range. The Loafers, Ballerinas, Courts and Chelsea Boots are available in four shades, decorated with contrasting pops of seasonal colours. 

52 Degrees LDN takes its name from London’s latitudinal axis in relation to the globe.

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