Madewell is expanding its footwear selection. On Friday, the retailer is launching its first-ever sneakers line, called Sidewalk. The debut collection's aesthetic, designed by Madewell's in-house team, aligns well with the brand's casually polished style: The pairs are minimal low-tops in neutral tones, save for a few interesting details like a side stripe that comes in python print, a shimmery rainbow or metallic glitter. The nine-piece unisex collection ranges in price from $68 to $88.
"We're excited to launch our first line of sneakers," says Madewell's Head of Design, Joyce Lee, in an official statement. "As a denim brand, creating our own sneaker was a natural next step. We designed them with ultimate comfort in mind by creating MWL Cloudlift insole, which gives just the right amount of support and padding for total comfort, even if you're on your feet all day."
Though Madewell already offers sneakers to its customers — generally from of-the-moment, on-brand labels like Vans, New Balance, Koio and Greats — the move towards creating its very own line is a smart (and likely profitable) business decision. After all, it seems like every other brand is getting in on the sneakers trend, from luxury designers to major retailers. Plus, the footwear market is booming, particularly among athleisure, sport-inspired styles, which represents almost half of all athletic shoes sold in the U.S., according to NPD. Sales for skate shoes — the inspiration behind Madewell's sneaker designs — grew by more than 40 percent in 2018 alone.
The Sidewalk collection will be available in stores and online on Tuesday, Feb. 12, while Madewell's Insider customers will have early access to purchase on Friday, Feb. 8. See the full Sidewalk sneakers collection from Madewell in the gallery below.