Ugly shoes are currently on-trend, with practical, sturdy, and chunky footwear making a big comeback. The days of delicate kitten heels are being replaced with comfortable and funky shoes that were once reserved for dads. Celebrities like Justin Bieber, Addison Rae, and Keith Urban have been seen embracing this trend, making it ageless and genderless.
Jess and Stef Dadon, the founders of Twoobs in Australia, have capitalized on this trend by offering comfort-focused shoes that some may consider “ugly”. Their brand includes classic sandals, platforms, and Mary Janes that are both sturdy and comfortable. The sisters recently opened a store in Byron Bay, embracing the trend and not shying away from the label of “ugly”.
The sisters attribute the success of their shoes to the fact that they resonate with women who are dressing for themselves rather than the male gaze. They believe that fashion is not a black-and-white issue and an item’s appeal depends on how it is styled and how the wearer feels in it. They draw inspiration from a variety of sources, including styles that may not be traditionally considered fashionable but are comfortable and functional.
While the sisters initially designed their shoes based on children’s footwear, they have embraced the “ugly” label and even find it complimentary. They have a new product coming out that was inspired by men’s airport shoes, proving that style and comfort can coexist. Their customer base includes individuals across all generations, each with their own reasons for wearing the shoes, whether it be for trendiness, environmental factors, or comfort.
The sisters’ philosophy is rooted in the belief that fashion should prioritize both comfort and style, and they have found a niche in the market by catering to women who prioritize comfort over traditional ideas of beauty. By embracing the “ugly” trend, they have carved out a unique space in the fashion industry that appeals to a wide range of customers. Their shoes are versatile and can be worn in various settings, whether it’s going for a walk, dancing, or simply running errands. Ultimately, the trend of “ugly” shoes is not just a passing fad but a reflection of changing attitudes towards fashion and comfort.
