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Sales soar at "slow fashion" online footwear retailer Air & Grace

Lauretta Roberts
17 January 2019

Air & Grace, the online footwear retailer that adopts a "slow fashion" approach, has said its sales have doubled in the past 12 months while its profits have soared by 800%, bucking the downward trend on the high street.

Founded by former footwear buyer Claire Burrows, the brand is known for its stylish but comfortable footwear which is designed to be worn year-round. This "trans-seasonal" approach was key to its success, said Burrows.

"Our customer is much more interested in fashion pieces that will stand the test of time and continue to be relevant in her wardrobe not only for just one season. She actively rejects the fast-fashion approach and wants to invest in well made products from brands who are transparent about their manufacturing processes," she said.

"All of our shoes are designed in London and produced in Europe. Our considered design process creates shoes our customers will love to wear for many seasons thanks to their unique blend of comfort, quality and style," Burrows added.

A USP of the Air & Grace shoe is the Tender Loving Air® technology hidden inside each shoe. The technology features three different layers of memory and recovery foam cushioning, shaped into a wedge, offering the benefits of a technical trainer wrapped up in a luxe sneaker, boot or espadrille.

Burrows made the move into her own brand in 2014 after 20 years working with big names such as Kurt Geiger and FitFlop. Air & Grace is now also stocked in 30 of the best independent boutiques in the UK including Black White Denim, The Dressing Room, Anna and Iris as well as online at, and is never discounted.

The business employs five staff and as a business led by women for women, it offers flexible working allowing team members to work part-time and/or from home.

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