Keen Utility’s New ‘Work Sneaker’ Wants to Win Over Gen Z Trade Workers
As Gen Z graduates into the workforce, many young people are opting for careers in the trades that require specialized footwear. Now, Keen has a solution for these new workers who don’t want to sacrifice style for utility.
Keen Utility, the brand’s work shoe line, last week launched a “modern work sneaker” that combines the safety features of a work shoe with the comfort and design cues of an athletic court sneaker. Dubbed the “Overton,” the shoe retails for $140 and is meant for people who work on their feet indoors in environments such as factories and delivery hubs and outdoors in jobs like last mile delivery.
The shoes feature KEEN.ReGEN cushioning a lightweight carbon-fiber safety toebox and a slip-resistant rubber outsole, while also paying homage to retro-inspired court looks that are currently popular in footwear.
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“We’re focused on the next generation that’s coming into the workspace,” said Todd Lewis, global senior director of product at Keen Utility. “We’re seeing Gen Z be more accepting to [trades] as maybe not just jobs, but as careers.”
As Lewis explained, this new generation of workers is welcoming shoe options that offer comfort and personal style benefits, in addition to safety components. They also want versatile footwear that be worn on the job and afterwards in more casual settings like bars, restaurants or malls.
“They’re not looking for their dad’s work footwear,” said Keen Utility’s senior director of global insights and engagement Kevin Oberle. “They want it for them.”
The Overton comes in men’s and women’s high and low top options in several colorways. The shoe is is currently for sale on Keen’s website and will also be available at several of its wholesale retail partners.
In the spring, Keen successfully launched its first retro-inspired work sneaker, the Kenton. The popularity of the launch, Oberle said, was a testament to the changing nature of how younger generations are choosing their work shoes.
“They grew up with this sneaker culture,” Oberle said about Gen Z. “They’re looking at at sneaker culture to take influences into into life outside of just sport.”
Keen is also emphasizing its work shoes’ environmental benefits, which is also top of mind for Gen Z consumers. The brand is continuing to emphasize being free of PFAS (Per-and Polyfluoroalkyl Substances), which are commonly known as “forever chemicals” and found in hundreds of types of products. Keen is also touting its use of recycled materials and responsibly sourced leather.
“That’s really in Gen Z’s language,” Lewis said. “They grew up with that as a second language and they expect brands to tell that story and to do it and back it up. And I think that we do that.”
Looking forward, Keen sees the potential to expand its work sneaker concept into other trade categories. For example, the brand plans to infuse some athletic shoe components into its more traditional line of work boots within its American Built range.
“There’s a different consumer now that’s pouring into the trades,” said Lewis. “Their wants and needs are going to be different. And we need to be mindful of that, whether it’s sneakers, athletic, casual, boots or even heavy duty.”
