- The Plus Awards
Arguably the hottest category in footwear since the pandemic, the Enjoiya Group is getting into the slippers business with the launch of indoor-outdoor collections for Fall ’21 under it Enjoiya and Soft Comfort brands. The Boxborough, MA-based (makers also of Secret Celebrity) company will focus on lifestyle functionality, on-trend styling and built-in comfort detailing.
“This exciting addition of indoor-outdoor lifestyle slipper products is a natural extension of our growing footwear business,” says Enjoiya Group founder and CEO Frank Cammarata. “As more of the population has recently adapted to their home settings, comfortable, fun and informal accessorizing has been trending. Consequently, we decided to augment the type of product we typically carry and add additional versatility and functionality. Although we anticipate things returning to normal in due time, we feel that this product is here to stay.”
Product offerings in Soft Comfort provide a casual, relaxed feel, with ultra-comfort being a hallmark of the brand. The slipper collection will be no exception. The brand’s signature heart logo and perforated stitching merge seamlessly with genuine suede, soft chenille and cozy knits. Warm and colorful, the the collection includes clogs, slides, booties and moccasins slippers. Colors run the gamut from bright red to classic navy to soft gray as well as basic neutrals. Buckles, buttons and plaid linings provide fashionable detailing. SRP ranges from $49.99 to $59.99; sizes range from 6-11.
The Enjoiya slipper line incorporates high-quality materials, vibrant colors and superb craftsmanship, resulting in sporty and stylish styles ideal for both indoors and outdoors. Materials such as suede, wool and felt make these slippers look and feel similar to fashion shoes, with sleek lines and plush fur and shearling linings. SRP span $69.95 to $79.95 and are available in EU sizes 36-41.
“Our vision for adding this category is to provide the consumer with quality footwear that has a touch of being whimsical and fun, may spark a conversation, and also be easy to slip on and off,” Cammarata says. “Enjoiya and Soft Comfort are descriptive terms, very slipper friendly, and we feel that this decision will prove to be a very successful one.”
Soft Comfort “Shelley” knit clog ($59.99 SRP); Enjoiya “Lana” slipper boot (SRP: $79.95).