In today’s culture, what’s “in” and “out” can move as fast as the next viral video. In contrast to the ever-shrinking trend cycles, there is a faction of consumers who prefer slow fashion. They would rather cultivate personal style instead of chasing the latest fad. And that’s exactly who footwear designer Jackie Lindstedt is trying to reach with her sustainable clog brand, Jax & Bard.
“My core consumer is someone who values quality, craftsmanship, and sustainability in their footwear choices,” she explains. “This individual appreciates timeless designs that transcend trends, seeking a connection with the story behind each pair.” I sat down with the designer to find out how she’s communicating that story on TikTok and beyond.
Jax & Bard’s Jackie Lindstedt on Taking it Slow
How do you achieve “slow fashion” while creating shoes that look contemporary?
Balancing slow fashion with contemporary aesthetics is at the core of my design philosophy. I focus on timeless designs, durable materials, and meticulous craftsmanship. By investing in quality over quantity, I create shoes that are not only stylish and relevant, but also sustainable. This approach ensures that my creations have a lasting appeal, transcending fleeting trends. At Jax & Bard, we also embrace a Modular Design, meaning our shoes are pretty much finished on demand when orders are placed. We do not hold excess inventory of any kind, and this allows us to pivot on certain colors or prints that are emerging in season.
How did your history working for heritage brands influence your own business?
It instilled in me a deep appreciation for craftsmanship, attention to detail, and a commitment to quality. These principles guide every aspect of my brand, from design to production. The heritage brand influence is evident in the timeless elegance and durability of my footwear. It also created a deep desire to connect with my customer authentically.
Why clogs? What materials are used in your shoes?
Clogs, to me, represent a perfect blend of comfort, style, and tradition. I chose them as a canvas for my designs because they allow for creativity without compromising on functionality. In terms of materials, I prioritize sustainability by using ethically sourced and eco-friendly materials. This not only aligns with my commitment to slow fashion but also contributes to a more responsible and conscious industry.
The common thread among my customers is a shared commitment to conscious consumerism and a desire for footwear that reflects their values. My customer values personal style and self-expression. They are not interested in blending in, and Jax & Bard provides options for the consumer to personalize their shoes allowing them create their own unique, eco-conscious journey.
You’ve devoted a lot to growing on social media. Does it drive a large part of your business? What are your main content pillars?
Social media plays a significant role in driving my business. It serves as a platform to connect directly with my audience, share the story behind each design, and showcase the craftsmanship involved. My main content pillars include behind-the-scenes glimpses, sustainability initiatives, customer testimonials, and style inspiration. Engaging content on social media has not only expanded my reach but also fostered a community of like-minded individuals passionate about slow fashion. For me, it really is about being transparent with how my shoes are made and the daily challenges that arise from being an entrepreneur.
@shoesbyjax Welcome to my world of creativity and eco-conscious fashion. Today, I want to take you on a vivid journey, where imagination meets sustainability, showcasing the meticulous steps involved in creating my exclusive Libby Hill sandal in the stunning VIVID DREAM print. So, fasten your seatbelts and let’s dive right in. . #comfortableshoes #summersandals #shoestyle #shoelove #ecochic #maker #sandals #sustainablefashion #recycled #whattowear #yogamom #realtor #madeinusa ♬ Summer day – TimTaj