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Kickers Courts Gen Z with Genderless Apparel

Kickers has gone from footwear to fashion in France.

The 52-year-old heritage shoe brand, owned by the Groupe Royer conglomerate since 2007, has launched its in-house first clothing collection in its native country.

Targeting Gen Zers with a fondness for nostalgic brands, the 30-piece collection offers loose, gender-fluid silhouettes with a ’90s minimalistic feel and is made from deadstock and “dormant stock” fabrics.

Key pieces include a two-tone denim jumpsuit, a down jacket, a varsity jacket and a bomber. Basics like hoodies, crew necks, T-shirts, crop tops, checked shirts and accessories such as woolly hats and organic cotton socks round out the assortment.

Soft mineral hues such as cream, beige, azure blue and khaki as well as black and white comprise the color palette. Items feature Kickers’ vintage logo and signature red and green labels in a nod to its roots.

Daniel Raufast founded the brand in 1970 after seeing a poster for the musical “Hair” and was inspired to create footwear that was compatible with jeans. It became a cult favorite, especially in Britain, soon thereafter. Kickers’ Jean Boot, which has been worn by everyone from David Bowie and Roger Daltry of The Who to Rod Stewart, Liam Gallagher and Ms. Dynamite, features engraved eyelets based on jeans hardware.

The launch of Kickers apparel is its latest effort to court youth, which it has been doing through music-based initiatives such as supporting the Francofolies festival and its talent incubator Le Chantier des Francofolies. It also has sponsored Live Nation at Lollapalooza and the Eskisse x Kickers nighttime concerts in Paris.

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The release follows the recent launch of “A:LL, A Project for Love and Life,” a genderless leather sneaker with a natural rubber sole.

Kickers has previously released branded clothing through various regional licensees but this is its first apparel collection at home.

The line is sold exclusively in France on Kickers’ website.