On July 6, the e-commerce company will launch its first women’s collection online at Greats.com. Not content with just selling unisex looks, the brand told FN it developed the line using a women’s-specific shoe last so the sneakers better fit the female foot.
Greats’ first women’s shoes will include two best sellers — the Royale and Wooster — which will both come in two colorways.
The made-in-Italy Royale court shoe is being offered in a smooth white Italian leather, retailing for $159. And for the more adventurous customer, there is a satin floral-print version of the Royale, priced at $189.
The Wooster, meanwhile, comes in classic black or white, both made with smooth Italian leather and both selling for $149. More women’s looks will be rolling out throughout the summer.
Earlier this year, Greats Brand CEO Ryan Babenzian shared with FN his secret recipe for success, citing an emphasis on social media and crisp design as two key ingredients.
“We believe in staying narrow and neat,” said Babenzien. “We believe we have the right silhouettes to stay evergreen with color and material, and not necessarily change the styling of the silhouette itself.”
Other strengths for the brand have included successful collaborations, such as a recent union with streetwear label Noah.
And up next, the label has its eye on a retail space in New York City, with plans to open a store location later this year.