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Over the years, P.F. Flyers has made several attempts to win over the masses with its classic canvas sneakers. However, with its latest rebrand, the footwear company has partnered with a retailer with a young consumer base for an extra push: Revolve.
“As we look to grow the brand, we are looking to expand through a strategic wholesale strategy,” P.F. Flyers chief marketing officer Lisa Bagaco-Lewis told FN. “It is important we find partners who embody our values, but are also aligned in exposing the brand to our target consumer. This is a consumer who has a focus on style with an eye for premium quality that will complement our elevated essentials. The partnership will include growing our online footprint through Revolve.com, where P.F. Flyers will be available for the first time ever.”
The partnership will begin Monday with the release of a new collection, dubbed Desert Adventure, which will be sold exclusively on Revolve.com.
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The Desert Adventure collection includes three colorways — “Safari,” Ultimate Gray” and “Ginger Spice” — of the Center Hi and Center Lo. The silhouettes, P.F. Flyers explained, merge “vintage baseball and basketball inspirations with contemporary craftsmanship.” The shoes include ribbed toe guards, durable gum rubber outsoles and recycled Ortholite foam footbeds — made with 5 percent recycled content — for both cushioning and moisture management.
The Desert Adventure shoes feature washed canvas uppers in sand, clay and gravel hues, which P.F. Flyers stated were inspired by “the sun-faded look that occurs in the hot summer sun.” The uppers also include the brand’s signature leather patch.
The P.F. Flyers Center Hi from the Desert Adventure collection will retail for $75 and the Center Lo will come with a $70 price tag.
The Desert Adventure collection, Bagaco-Lewis explained, is emblematic of P.F. Flyers’ modernized rebrand mission: to deliver the world’s most comfortable canvas sneaker.
“[It] has been the foundation of this brand since its inception in 1937. P.F. Flyers was founded on comfort and is even in our name, Posture Foundation, which is where the P.F. comes from,” Bagaco-Lewis said. “It’s part of who we are and we felt it was an important aspect of the brand moving forward in order to service our customers and continue to honor the brand’s legacy. We will continue to innovate in comfort while ensuring we pride ourselves in the craftsmanship of our products through the quality of materials and timeless style we provide in our iconic silhouettes.”
She continued, “This rebrand will be familiar to anyone who has followed along over the years as we dig into our archive and modernize through messaging, creative and products, all while celebrating our history and moments we are most known for.”
Bagaco-Lewis also identified the modern P.F. Flyers core consumer, someone the brand calls the “individual expressionist.”
“A consumer, either male or female, who is looking to stand out and be different. They are not looking to conform but to be confident to fly on their own and express themselves in a way that makes them feel their best,” Bagaco-Lewis said. “In the past, we have mostly had a male following, but as we have set the new stage for the brand in the last few years, we have grown with the female consumer. We strive to continue to support our business with unisex styles that can be worn by a wider audience.”
Aside from now selling via Revolve, P.F. Flyers will also be the official sneaker of the Revolve Festival in Palm Springs, Calif., an annual party hosted by the retailer. This year’s event will take place on April 13. Bagaco-Lewis confirmed it will have an interactive experience “where attendees can customize their perfect white sneaker for their music festival ‘fits and everyday looks.”
“We hope that this partnership will help to expand our audience and increase excitement for the brand. It’s exciting to be back on the scene and we are ready to honor our authentic heritage by making timeless products that consumers covet,” Bagaco-Lewis said said. “Most people know of or have heard of P.F. Flyers, but it has been some time since the brand has really made a mark in the industry. We want consumers to know we are back, are coming from an authentic place and are an option for their everyday needs.”
Looking ahead, Bagaco-Lewis said P.F. Flyers will have conversations with its strategic retail partners to expand its U.S. and international footprint, and teased some exciting upcoming drops.
“I don’t want to give too much away, but we have some fun collaborations in the making,” Bagaco-Lewis said. “Some are true to our heritage and some are a bit unexpected, but will hopefully surprise and delight our customers.”
P.F. Flyers, which was founded in 1937, was acquired in July 2021 from New Balance by Kassia Davis, the daughter of New Balance chairman and majority owner Jim Davis.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
