How This New Berlin Shoe Label is Targeting the ‘Easy Jet Generation’
Stephanie Hirschmiller
European Editor
Aeyde is the keenly priced Berlin label launched by former Zalando executives Luisa Krogmann and Constantin Langholz-Baikousis. The two met while working in the company’s Private Label department and soon discovered a shared love of product creation.
“I wasn’t satisfied with the shoe assortment that I could find,” said Krogmann. “There was no brand offering a high quality product at a price-point I was willing to pay.” The duo joined forces with creative director Angelica di Gaeta, who formerly worked at Jimmy Choo and Vince Camuto, and Aeyde was born.
It takes its name from Langholz-Baikousis’ grandmother Edith, nicknamed Edie, whose husband, his grandfather, was a cobbler in a small town in Greece. “It’s a line for women, so we thought it should have a female name,” Krogmann explained. Inspired by the women of different cities worldwide, the label, with its design-led but fuss-free silhouettes, is targeted at the globetrotting, cosmopolitan 25-45 year old: “the Easy Jet generation” — she notes, referring to the European low-cost airline Easy Jet.
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The direct-to-consumer model is similarly simple and also eschews seasonality with collections denoted by number. The idea is that if a style proves consistently popular, it will be ultimately placed into an “evergreen assortment.”
It’s all been meticulously planned right down to the branding — or lack thereof. The team wanted the shoes to be marked out by their stylish silhouettes, so the logo is limited to a small green stitch at the ankle, mirroring in the dash on the final “e” of the logo.
Styles range in price from $125-$435 and are available through aeyde.com.
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