Keds

Keds is a historic American brand of footwear, primarily known for its canvas shoes with rubber soles. The company was founded in 1916 by the U.S. Rubber Company. The brand is credited with popularizing the term "sneakers" because the soft rubber soles of their shoes allowed people to "sneak around silently."

History and Evolution

• Early History: The brand was initially going to be called "Peds," from the Latin word for "feet," but the name was already trademarked. "Keds" was chosen as an alternative. The first mass-marketed canvas-top shoe, the Champion, was introduced in 1916.
• Pro-Keds: In 1949, Keds introduced Pro-Keds, a line of athletic sneakers specifically designed to compete with brands like Converse. Pro-Keds gained a strong following in the hip-hop community in the 1970s and were worn by many NBA stars.
• Target Market: While Pro-Keds were popular in the athletic and hip-hop scenes, the Keds brand itself has been heavily marketed toward women throughout its history, with campaigns often focusing on empowerment and self-expression.
• Recent Ownership: Keds has changed hands several times over the years. It was sold to Stride Rite in 1979, then acquired by Wolverine World Wide in 2012. As of early 2023, Keds is owned and operated by Designer Brands.

Popularity and Cultural Impact

Keds have been a staple in fashion and popular culture for decades. They've been worn by numerous celebrities, including Marilyn Monroe, Audrey Hepburn, Jackie Kennedy Onassis, and Taylor Swift, who also had a collaboration with the brand. Their popularity surged after Jennifer Grey's character wore them in the 1987 movie Dirty Dancing.

Notable Styles

The brand's product line has evolved, but it remains centered around its classic, minimalist aesthetic. Some of its most popular and enduring styles include:

• The Champion: The original and most iconic Keds sneaker, known for its simple lace-up design and rubber sole.
• Slip-ons: A variety of easy-to-wear slip-on sneakers.
• Platform Sneakers: Keds has embraced modern trends with styles like the Triple Up and Triple Kick, which feature a platform sole.
• Collaborations: Keds has also engaged in numerous collaborations with other brands and designers, such as Kate Spade New York and Madewell, creating unique and fashionable collections.