Playful, progressive, radical, often 'outspoken', and sometimes even a little subversive, a Tannery Hack has the power to change consumers' perceptions of ECCO. To provoke them into thinking again about our approach to shoemaking.
Each of these strictly limited-edition shoes — which are offered at ECCO's experimental W-21 store in Amsterdam and our K-9 store in Copenhagen — is created through fresh combinations of premium ECCO leathers and our new and archived platforms. While ECCO is renowned in the industry for its innovative culture, Tannery Hacks are right at the forefront of shoemaking, often created using state-of-the-art ECCO leathers that have only just been developed in our tanneries. Consumers walking into these stores for the first time are often heard saying after picking up a Tannery Hack: 'Wow, is this ECCO?'
"Many people still see ECCO as only a comfort brand. Of course, this is what we are, this is our DNA, and we are proud to make comfortable shoes, and that's why in all Tannery Hacks we have printed the words 'Shameless Comfort' on the inlay soles," says Judith Sanders, the Product Manager for Tannery Hacks. "But we also want to prove that comfortable shoes can be cool at the same time and are suitable for everyone."