How This New Berlin Shoe Label is Targeting the ‘Easy Jet Generation’

Aeyde is the keenly priced Berlin label launched by former Zalando executives Luisa Krogmann and Constantin Langholz-Baikousis. The two met while working in the company’s Private Label department and soon discovered a shared love of product creation.

“I wasn’t satisfied with the shoe assortment that I could find,” said Krogmann. “There was no brand offering a high quality product at a price-point I was willing to pay.” The duo joined forces with creative director Angelica di Gaeta, who formerly worked at Jimmy Choo and Vince Camuto, and Aeyde was born.

aeyde shoe
A shoe from the current Aeyde collection
CREDIT: Courtesy of brand.

It takes its name from Langholz-Baikousis’ grandmother Edith, nicknamed Edie, whose husband, his grandfather, was a cobbler in a small town in Greece. “It’s a line for women, so we thought it should have a female name,” Krogmann explained. Inspired by the women of different cities worldwide, the label, with its design-led but fuss-free silhouettes, is targeted at the globetrotting, cosmopolitan 25-45 year old: “the Easy Jet generation” — she notes, referring to the European low-cost airline Easy Jet.

A shoe from the current Aeyde collection
CREDIT: Courtesy of brand.

The direct-to-consumer model is similarly simple and also eschews seasonality with collections denoted by number. The idea is that if a style proves consistently popular, it will be ultimately placed into an “evergreen assortment.”

It’s all been meticulously planned right down to the branding — or lack thereof. The team wanted the shoes to be marked out by their stylish silhouettes, so the logo is limited to a small green stitch at the ankle, mirroring in the dash on the final “e” of the logo.

aeyde shoe
A shoe from the current Aeyde collection.
CREDIT: Courtesy of brand.

Styles range in price from $125-$435 and are available through aeyde.com.

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