"Her" Story of KIWI® Shoe Care

History is usually about "his" story. Well, here is "her" story of how KIWI® shoe care evolved, based on fashion and shoe trends of the last century. If you look at the evolution of shoe trends, you will note that KIWI® has been there all along supporting your passion for shoes. Ladies, you have made KIWI® the #1 shoe care brand in the world, one shoe at a time! And, we sincerely appreciate it!

1906
The KIWI® brand is established in Melbourne, Australia by a true gentleman. William Ramsay names his boot polish invention to honor his wife. "Kiwi" is the national bird of his wife's native home in New Zealand, and is used as the symbolic icon for the KIWI® brand. How romantic!

1910 — 1920

  • Boot polish is the first product that launches KIWI® brand to success as nothing quite like it has been invented to date, to clean, shine and add color, mainly to boots
  • The first World War creates a spike in demand for boot polish (think all those soldiers)
  • Other uses for polish arise, mainly on saddles, harnesses and other leather goods
  • Shoe polish is introduced shortly, including a line of shoe creams for the more delicate women's shoes
  • Fashion Sense: Utilitarian

1920's — 1930's

  • Women's hem lines raise, signaling great change in fashion and bringing attention to shoes! This is when the fashion party started!
  • The fashionable Flapper emerges and pumps and sandals are styled in leather and suede, and in different colors
  • Heels vary in height and width
  • Hollywood starts to influence shoe styles thanks to the glamorous silver screen era
  • Sex appeal starts to play a role in fashion and shoe trends
  • Elegant evening wear and shoes are introduced, in metallics

1940's — 1950's

  • The average American woman owned 5 pairs of shoes by 1940. Today it's more like 15!
  • Another World War looms and the "utilitarian" look makes a comeback signaling the return of neutral functional shoes (yawn)
  • The Italians introduce the Stiletto in the 1950's (thankfully)
  • Good old American values emerge with an emphasis on post-war optimism which influences not only the economy, but fashion as well
  • Women take great pride in immaculate grooming and dressing
  • A new era takes shape — where men were men, and women were women thanks to the perfect red lipstick and the carefully co-ordinated stiletto

1960's — 1970's

  • A time of exciting change and transformation
  • Good old American values are challenged
  • The Youthquake movement in London sends ripples of influence across the Atlantic giving rise to the "hipster"
  • Fashion is more experimental than ever (we are loving it)
  • Loafers, Flats, Go Go Boots, Platforms and Wedges make a debut

1980's — 1990's

  • Consumerism and indulgence becomes the norm (the bigger the better)
  • The Sara Lee Corporation acquires the KIWI® Polish Co. in 1984
  • New KIWI® products to ease modern lifestyles emerge (KIWI EXPRESS SHINE™ and Comfort products are introduced)
  • KIWI Protect All™ is introduced and quickly becomes the most recommended shoe care product when buying shoes
  • KIWI® Suede and Nubuck products make a debut to care for dessert boots
  • The aerobic exercise craze makes athletic and casual shoes popular
  • Popular T.V. drama series' inspire Americans to be well-dressed and well-heeled at work and play
  • The 60's mod look makes a comeback

1990's — New Millennium

  • Fashion goes retro — the 70's make a comeback (Knee-High Boots, Ankle Boots, Cowboy Boots, Wedges, Platforms, Mary Janes)
  • Grunge makes Doc Martens boots chic
  • A T.V. show focused on a single gal and her shoe obsession catapults expensive designer shoes (the status shoe) to mainstream acceptance
  • The "status shoe" is here to stay and keeps transforming in new heights and shapes (the "claw" heel, the stacked heel, the 5" stiletto)
  • At the other end of the killer shoe craze, a popular fashion magazine editor makes ballerina flats essential.
  • Hollywood continues to inspire shoe trends (Flip Flops, Sandals, Platform Boots, Ankle Booties, Toeless Boots and Shoes, as well as Teetering Heels)
  • KIWI® introduces Smiling Feet™ soft gel shoe cushions to provide comfort in all styles of shoes (Ball-of-Foot, Heel, Strappy Liners, In-Between-the-Toe, Mini Cushions, Anti-Slip Pads and Ultra Thin Insoles)
  • KIWI® introduces Fresh'ins® micro-thin absorbent liners for comfort and freshness
  • Comfy sheepskin and suede boots popularized by surfers becomes the rage in winter casual wear and KIWI® Suede and Nubuck shoe care products surge in sales

Thankfully, shoes continue to evolve, and we have more than ever, so many hot runway looks to emulate! The fashion sense today is "anything goes".

As shoe materials, design and technologies evolve, one thing you can count on is that KIWI® shoe care will be there for you with the right formula to clean, polish, protect and add comfort.

KIWI® has you covered for another century of great shoe trends!

KIWI®, caring for shoes since 1906.

 
 

 
 

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