White shoes are becoming a major trend among luxury brands, and one prominent brand, Timberland, is starting to take notice.
Timberland announced Tuesday that it would no longer sell white shoes in stores and that it will start selling the shoes in a store on the grounds that they are not “authentic” and not “for everyone.”
The company says it has sold thousands of white shoes to customers around the world and says its goal is to reach a “cultural shift” where white is the norm.
“White footwear is a cultural statement, a statement of our values, a way to reflect our culture, and it’s important to us that these shoes are not for everyone,” Timberland president Peter Zegar told reporters.
“We don’t want people to feel they’re excluded, so that we can maintain our position as a trusted brand.”
Timberlands shoes are also selling well.
According to data from Footnote, the company’s sales for the month of March were up 12 percent.
In addition, Timberlands shoes were the most popular shoes at luxury department stores and in men’s stores, according to a report from Kantar Worldpanel.
Timbers shoes were popular in other luxury categories as well, with a strong showing in the footwear category, according the report.
Timberlands was ranked first for men’s shoes in the 2018/19 season, according Toilet Seat Magazine.