Back in 1981 a tiny shoe shop called Schuh opened on Edinburgh’s North Bridge with a simple philosophy; “To provide individual high fashion footwear, sold in a unique and exciting retail environment”. Fast forward 30 years and the philosophy remains the same however now that solitary shop has multiplied into 60 stores across the UK and Ireland; a website that receives over 2 million visitors a month; a bulging trophy cabinet full of awards for their general fabulousness and they are widely recognised as THE branded footwear authority on the high street.
As it is our 30th Birthday, 2011 will see Schuh embarking on our biggest campaign to date after all a whole year is a long time to party. The campaign is called ’30 Years of Self Expression’ and celebrates all aspects of youth culture from 1981 to the present day-everything from the iconic music to the hair do’s (and don’ts). As well as the timeline (which we must admit has already been the subject of much debate and a few arguments in our offices) the campaign also covers exciting collaborations with selected brands, not to be missed competitions with money can’t buy prizes and a book also written and collaborated by writer and social anthropologist Ted Polhemus, best known for his work with PYMCA and the ‘Street Style’ books and exhibitions.
Schuh recognise that over the past 30 years we have provided the footwear of choice for each new generation; wanting to create their own voice and legacy on British youth culture. To all those customers past, present and future we salute you!