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UES & Steve Madden: fall line to mark start of new JV
09
Mar '10
New York based shoe brand UES (Upper Echelon Shoes) and footwear powerhouse Steve Madden have announced an official partnership and are preparing to unveil their first joint effort with UES' Fall 2010 collection. Each party will have an even stake in the venture, with UES designer Seth Campbell helming the brand's design while Madden aids in its expansion, production and distribution.

Launching UES in 2005, Campbell sought to bring a unique concept to the fashion/accessory market with his line of fashion-forward casual footwear. He first proved himself as an innovator with his introductory line of “shoewelry,” a collection that fused hardware jewelry embellishments with comfortable sneakers. Since then, UES has remained steadily ahead of the trend thanks to Campbell's keen consumer insight and adventurous aesthetic. Be it through material, style or color, UES is consistently bringing something new to the marketplace.

The brand has experienced tremendous success in the high-end retail industry, spanning some of fashion's most reputable storefronts including Kitson, Alice + Olivia, Hirshliefers and Blue & Cream. UES has also expanded its reach by tapping into international markets at Harvey Nichols in Hong Kong, Browns Focus in London and Bloomingdale's in Dubai.

“UES has positioned itself as a pioneer in the sneaker industry and Steve has long since established his dominance in other areas of footwear,” states Campbell. “With the sharing of resources and ideas, the potential for this partnership is truly limitless.”

Steve Madden recognized the increasing demand for comfortable footwear and the need for high-quality, designer-casual footwear and was drawn to UES' fashion forward designs and celebrity appeal. The new partnership with Steve Madden Ltd will allow Campbell to focus on product while utilizing Madden's resources and experience to expand business overseas and increase online sales.

“We want to be a part of cool things, and not everything has to be about our brand,” says Madden. “We're now in the fortunate position of being able to take more of a nurturing role in things other than Steve Madden.”

The debut of the Fall 2010 line will mark the jump off of this partnership, showcasing several new men's and women's styles and an overall expansion of UES' collection. Included in their first joint effort will be a new collection of motorcycle-inspired combat boots, which have all the comfort of their predecessors, but with all the style that's become synonymous with the UES name. With thick, authentic soles and soft, plush tongues this line is equal parts rugged and delicate, building beautifully on previous collections. UES continues to explore an untapped category in casual shoe design, using edgy accents to infuse new life into this hungry market. The Fall 2010 line and future collections will be priced competitively to grow department store business, but maintain the luxury appeal, high quality design and integrity.

Steve Madden Ltd


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