Ecco reboot includes Natacha Ramsay-Levi link-up

Danish footwear specialist Ecco is celebrating its 60th birthday this year and said it’s looking “to the future, entering a new era with a new creative vision”. And that means a reboot in a link-up with Natacha Ramsay-Levi, a new campaign and a revamp of multiple flagship stores.

The company said it’s “not a relaunch, it’s a refresh. The recharged, reenergised new-look Ecco celebrates the culture that has always been at the core of the brand, boldly reinterpreting and amplifying it, for the modern world. Innovation, responsibility, a people-first approach, democratic Danish design for the many not the few.”

So, it has partnered with the former Chloé designer, who actually began her working relationship with the brand as part of the first intake of At.Kollektive designers, its revolving designer-collaboration programme. 

Ramsay-Levi has now created a new capsule collection, called NRL. The first collection features 15 styles including a monochrome heeled loafer, Biom trail shoes reinterpreted as colour-block pumps, “wear-everywhere” walking boots and more.

The family-owned firm said it’s entering “the era of the Modern Family” and at the same time as this high-profile collab, it has launched a new campaign celebrating this notion, “recognising how the concept of the family has evolved in the past 60 years”.

For the What Makes A Family campaign three families are captured by the photographer Sean Thomas. They include husband and wife pro-rider/stuntman Travis Pastrana and pro-skateboarder Lyn-Z Pastrana with their daughters; Japanese model and actor Kiko Mizuhara, with her sister Ashley Yuka; and English singer and producer PinkPantheress with her childhood best friend Bleona.

To coincide with this, it has relaunched 16 flagship stores, “designed with the aim to help bring the brand’s local community together”. This also comes with the opening of a new boutique in SoHo, New York designed in partnership with architecture firm Stimuli, as well as the launch of a new website “that is easier to use, mobile-first and more intuitive”.