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Sioux – Wellness Fashion
Tradition-rich Trendsetter in Terms of Wellness
Did you actually know that the German shoe manufacturer Sioux from Walheim has already started specialising in special styles in the 80s and has been setting trends with wellness footwear since the 50s? In the late 50s the company launched Autoped – shoes especially developed for car drivers – and the Intarsia style – a pioneering urban loafer with bobble soles. In the 60s the range was extended to include the revolutionary anatomically shaped mocassin Grashopper.
In the 70s the impulses of the student movement and the Hippies’ protest culture were embraced by both society and the Sioux collection. The Outsider was perfectly in tune with the then zeitgeist. This robust and comfortable ankle boot with its striking naturally shaped lasts became enormously popular – especially with students.
The 70s also saw health becoming an important value – the “keep-fit” spirit set the affluent society “in motion” and Sioux supplied the corresponding Fitness Shoe with a “bare-foot feel” in 1975, which – long before modern high-tech trainers saw the light of day – strenghtened foot muscles and provided relief for the spine.
Currently, Sioux is undergoing a basic change. In early July 2010 the company announced its take-over by the investor Square Four Investments. With a new management the traditional innovation strategy is to be revived now and the former strength of the brand to be regained. The Indian origins will be revisited in this process, the collection rejuvenated and given a more fashion-driven and attractive design. The new brand campaign will be launched at GDS in September.