New York – Online shoe and clothing company Zappos is driving the hype surrounding female streetwear with the launch of its new editorial platform The Ones. The brand will publish weekly articles on its microsite, featuring interviews with female artists and style influencers, discussing their work and their favourite type of shoes.
The launch is in response to research by the company that shows a massive discrepancy between male-dominated sneaker-marketing and the expansive size of the sector’s female audience.
‘We’re also focused on firing up the more casual, feminine and gender-fluid side of the sneakerhead world – the fashionista/sneakerista who dabbles in sneakers, increasingly considering them wardrobe staples,’ a representative from the brand tells LS:N Global.