Hotter takes key step, unveils collection from product chief who's ex-Adidas

By

Sandra Halliday

Published
Mar 8, 2022

Hotter Shoes has unveiled its SS22 collection and while that may not usually be headline news, it’s key for the brand’s development as it’s the first to be overseen by its new Head of Product, Antonia Jones.

She was formerly with Adidas and “has drawn on her unique knowledge in athletic footwear to develop this season’s range”.

The comfort shoes brand has as many as 103 styles in its latest line-up and said it was “influenced by the surge in outdoor pursuits”. It has introduced a number of athleisure-inspired products to its collection, while the reopening of international tourism has also shaped designs, with 23 styles added to Hotter’s sandal category alone. 

The range also makes the most of Hotter’s collaboration with Infinergy, the BASF-designed high-performance responsive material used by athletes. Infinergy has been integrated into 22 styles across this range, “increasing energy-return and comfort”.

Jones said of all this that the firm has responded to its “customers’ needs and changing trends. Casual and active footwear has led demand over the past two years as staycations and outdoor pursuits have become more popular, but this season we’ve introduced elements of increased energy return, breathability and lightweight comfort, alongside spring palettes of pastel purple, orchid pink and fiery orange to reflect the reopening of tourist destinations and holidays abroad”. 

She added that shoppers are “looking for footwear which they can wear both indoors for formal scenarios, such as the workplace, but also which are weather-resistant and comfortable enough to be worn outdoors. We believe this range encompasses these details, where customers no longer need to take two pairs of shoes to remain stylish in both situations”.