In honour of International Women's Day, luxury footwear brand Merchant 1948 expanded its size range by launching its new diverse fit boot range, titled Fit For Me.
“Many customers have given the feedback that they would love to invest in a long boot for the winter; however, we just didn’t have the variety needed to cater to their calf-sizing,” explained director Louise Anselmi.
“Six months ago, we embarked on a project to increase our offering of long boots with a greater diversity of fits.”
In the past, traditional calf sizing had been designed with very little leniency, something Merchant 1948 wanted to change. There are five new calf sizes, ranging from a narrow fit to a XX wide fit, in hopes of becoming more inclusive.
For this campaign, Merchant 1948 displayed a variety of sizes on members of their team, from lead designer Ellie Mills to store manager Kellee Peita-Read. When creating this boot, designers measured all participants at the widest point of their calves and ankles, highlighting the wide variety of shapes and sizes.
“We created a database from narrow to XX wide measurements and designed boots to fit in these bands that were both classic and modern, hopefully providing options to customers that we haven’t before,” stated Anselmi.
The new Fit For Me range intends to combat these issues and provide high-end boots for most sizes.
To read more about Mi Piaci, click here.
