Columbia Sportswear, a name synonymous with the outdoors, is bringing its signature brand of rugged performance to the streets.
The legacy outdoor gear brand will launch a fully functional new collection on Aug. 9 inspired by the culture’s “rapid urbanization and the growing movement to seek balance outdoors,” the company said in a statement.
Entitled SH/FT, the line of men’s and women’s footwear will debut with two hiker sneaker styles in mid and low ankle silhouettes, with two boot style releases slated for the fall.
The shoes’ deconstructed knit uppers are punctuated by leather paneling in outdoor-inspired colors, ranging from brights to neutrals, and will feature OutDry, the company’s waterproof breathable technology. The midsoles are made form a cushioning compound that offers resiliency and high energy return, and the outsoles offer all-terrain traction for a variety of surfaces.
“We see a movement taking place as more young people are looking to nature and the outdoors to find balance and recharge from their busy lives in the city,” said Peter Ruppe, the company’s VP of footwear. “To answer that call, we’ve created an entirely new collection of footwear that speaks to their sense of urban style while delivering trail-worthy performance for the outdoors.”
Perhaps inspired by lucrative brand-building collaborations from brands like Crocs, which has partnered with the unlikely Post Malone on two collections, Columbia is bringing in its own star power to help SH/FT find its stride. The company has partnered with DJ and producer Zedd, popular with Gen Z and millennials for house and dubstep mixes.
“I’m a huge sneakerhead, so when I heard about the concept behind SH/FT, I was immediately intrigued,” said the producer. “After wearing the shoes, I love how they look, fit and feel. Whether I’m in the studio, outdoors, or on stage for hours, they strike the perfect balance for me between comfort and style.”
Doubling down on forging relationships with the urban set, Columbia also collaborated with a handful of popular sneaker boutiques, like Atmos, ShoeGallery and UBIQ on limited-edition styles.
The SH/FT collection will also be available at Columbia’s long-standing retail partners, like Foot Locker, Champs and Dick’s Sporting Goods, starting Aug. 16.