We've been selling the same pair of shoes for longer than the Spice Girls spent together. Yup, our OG has been going strong since we launched 7.5 years ago (and yep, the Spicies only spent a short 7 years as a band).
While they've gone through a few different iterations, all in all our OG style is just that, the original TWOOBS that we launched way back in 2016. You know, the year we were all out playing Pokémon Go and Gilmore Girls was rebooted (could've lived without that one TBH).
Back then our biggest problems were 1D breaking up and who "Becky With The Good Hair" was. See, the world has changed a lot since 2016, and we've changed a lot too, but some things haven't, like the shoes that make up our bread and butter Nuttelex. So allow us to share with you why we think this is no mean feet (see what we did there?).
We all know that the fashion industry moves faster than Eras Tour tickets. What was hot and selling just a few months ago can easily wind up in a clearance section. We're cycling through trends and pieces like never before, with brands like Shein listing 1000s of new items a day (feelin' a bit queasy at that one).
So why, in a world so trend hungry, is TWOOBS able to sell the very same shoes we did 7 years ago, and stay in biz? Good question. We think the answer might lie hidden in the main hate comment we have received over the course of running this business. And what's that you ask?
"These shoes are fugly."
Now, beauty is in the eye of the beholder, and of course we think TWOOBS are downright cute. But TWOOBS were never designed to be "on trend”, and that's exactly why they've stood the test of time.
Whilst it has been tempting over the years to lean into trends that have come and gone, we're really proud of the timeless style we've created in The OG.
And while being called fugly isn’t quite the feedback most brands are after, it makes us happy to know that for the people who are buying TWOOBS it’s because they really love the way they look, not because they’re the hottest thing on TikTok this week.
Lots has changed in our business since 2016. We've expanded out our collection to include newer styles like The Slidekick and BWOOTS, but we do this with a lot of consideration, asking ourselves questions like "are these too on trend right now?" and "will people still like these in 5 years?"
One challenge we're facing at the moment is how far to go with expanding out our collection, because we want to be able to offer more planet-friendly alternatives for all the styles you want in your complete shoedrobe, but we don't want to create anything to be here today and gone tomorrow.
So we want to open the conversation up to you. We'd love to hear from you: what additional TWOOBS styles would complete you shoe-drobe? Drop us a comment and let us know.
Jess and Stef x