Shellys London Is Making A Comeback, With A Little Help From Aldo

With a Preen collab, a spring '13 collection that felt as if it had been designed especially for us, and a killer summer '13 line, we're thinking 2013 may be the year of Aldo. And to solidify that title, the brand is sponsoring the return of Shellys London.
Following a recent licensing deal with Bebe, Aldo Product Services has joined forces with Hong Kong's Eternal Best Industries to relaunch Shellys London. Though we're excited to see the return of such a major Brit label, we're also a little nervous, because Aldo will undoubtedly face a very real challenge when it comes to balancing the retro feel of Shellys London with the modern feel of their own brand. Nicholas Matire, GM of Aldo Product Services, says of the agreement, "We want to leverage that amazing heritage, but reposition the brand to target the millennial shopper with more commercial, casual, street-fashion looks." Maintaining a brand's roots while making it accessible to today's clientele is a challenge indeed, but with the mass enthusiasm for vintage shopping and channeling bygone eras, perhaps Shellys London will speak to a crowd that was already begging for it.
What can we expect from the relaunch? The line will draw from various musical influences of the era, including grunge, mod, and rock, and will feature a variety of silhouettes — high tops, pumps, Chelsea boots, and booties, to name a few. Prices will range from £45 to £117, and in 2014, we can expect handbags and a men's line to be added to the mix. Yep, 2013 goes to you, Aldo. (WWD)
Image: Via WWD

More from Shopping


R29 Original Series