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Pentland unveils new footwear brand 52 Degrees LDN

Lauretta Roberts
30 September 2019

Pentland has taken the wraps of a new women's footwear brand 52 Degrees LDN, which is the brand house's first foray into launching new brands from scratch.

Designed by women, for women, 52 Degrees LDN "follows a simple philosophy: beautiful shoes, made for real life", the London based group said.

The range launches with four classical styles in modern silhouettes; Loafers, Ballerinas, Courts and Chelsea Boots. Each style is available in four shades with contrasting pops of seasonal colours.

Emily Haynes, Head of Ideas Incubation at Pentland Brands, said: “52 Degrees LDN is made for women on the go, who don’t want to compromise on style or comfort. Because when we look good and feel good – we go further, for longer, in style.”

52 Degrees LDN aims to be one of the most comfortable brands on the market with features including trainer-inspired foam lining and slip resistant soles. Its shoe boxes are made from 100% recycled materials.

Pentland has built a portfolio of footwear brands either through acquisition or through making under license such as Kickers, Boxfresh, Red or Dead and Lacoste.

This latest addition will be available on its own dedicated website. Prices start at £80 for ballerinas moving up to £150 for the Chelsea boot.

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