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This '90s Footwear Stalwart Gets a Third Life Thanks to Aldo

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via Telegraph

Aldo announced it entered into a licensing agreement for a global relaunch of cult '90s shoe brand, Shelleys London a couple weeks ago, and to the right is one of the Aldo-produced campaign images. Aldo is making a more comprehensive US push in partnership with the brand's owners, the Hong Kong-based company Eternal Best Industries, and this time around, Shellys will be available at retailers including Nordstrom, Macy's, Urban Outfitters, Zappos.com and Asos.com.

The price point for the trend-focused shoes will run from $69 to $179 and, whereas the original label was popular for its mod-era throwbacks before shutting down almost entirely in 2003, this new round will feel more grunge (think Docs and high-tops). Nicholas Martire, GM of Aldo Product Services, recently told WWD, "We want to leverage that amazing ['60s and '70s] heritage, but reposition the brand to target the millennial shopper with more commercial, casual, street-fashion looks." Turns out that every generation likes to get nostalgic via its feet, but if you prefer less commercial, more heritage looks, remember: There's always Modcloth.
Update: A previous version of this article stated that Aldo has purchased Shelleys London, when in fact, the company is working with Eternal Best Industries, primarily in the PR and marketing side of things. Teamwork makes the dreamwork.
· Shellys Shoes Get a New Lease of Life Courtesy of Aldo [Telegraph]
· Dress Up Any Outfit With the Preen x Aldo Rise Shoe Capsule [Racked]