Shantel Jackson is expanding her Shoe Gummi brand into the slipper market with a new shoe launch on Feb. 14. The model aimed to create a durable slipper option for the heels-off moments in life.
Jackson is a high-heels devotee — the discomfort that comes with them inspired her outsole orthotic product — but she also enjoys relaxing in a pair of slippers.
“Heels might be the headline, but slippers are real life, and I wanted to create something that actually holds up,” Jackson told FN via email. “I love wearing slippers at home but I kept buying slippers that were super cute and fell apart fast. The sole goes flat, the shape collapses, and suddenly they are not comfortable anymore. I did not want to make just another cute slipper. I wanted to raise the standard with something cozy, durable and polished enough to wear around the house and still feel like yourself.”
Enter the Shoe Gummi Luxe Slippers, crafted from faux fur foam and high-density foam technology. Available in black and white options, pricing is marked at $40 ,and size options include S (7-8), M (9-10) and L (11-12).
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This is the latest step forward for Jackson’s Shoe Gummi business, which began as an answer to the pain people experience while wearing high heels. The outsole orthotic is attached to the bottom of a shoe to reduce pressure on the foot. The brand also recently branched into socks in December.
Looking ahead, Jackson plans to expand her shoe category to include comfortable, fashionable heels, potentially incorporating Shoe Gummi with improved padding and arch support.
On building out the brand, Jackson said, “Women should never have to choose between confidence and comfort, and Shoe Gummi is built on that truth. So as we expand, everything has to earn its place. It has to feel good, look good and hold up. If it cannot do all three, it is not Shoe Gummi.”
