Founded as a footwear brand in 1851 by two brothers, Bally of Switzerland has gone on to become a major player in the world of high-end sneakers, fashion and luxury accessories. Since the 1960’s the brand has designed some of the most iconic styles of sneakers that have been widely imitated by other leading brands. These include; tennis shoes, hi-tops sneakers with a checkerboard pattern and running sneakers with a distinctive ‘B” motif.
In keeping with the brands heritage, the new Spring Summer 2018 collection has recreated four iconic styles; ‘The Competition, The Galaxy, The Super Smash and The Vita-Parcours’. Each sneaker retains the original shape and lining however with a modernized logo and more comfortable soles.
The clothing and accessories collection also takes inspiration from the brands heritage and is inspired by the urban street culture of New York in the late 1970’s and 1980’s. At the time, New York was morphing from the disco era to urban hip-hop with an emerging group of young people from musicians, rappers and artists seeking to form a new identify through their styles.
The new collection features tracksuits in velour, sporty leather jackets, knee high socks with the Bally logo and colourful track jackets blending sporty style with sharp tailoring.
Since 2013, Bally has been headed by Frédéric de Narp, the former President and CEO of Harry Winston and former President of Cartier North America, who has helped revive the brands status in the world of luxury. Since taking over Bally, Mr De Narp has overseen the brands successful collaboration with rapper Swizz Beatz and the reinterpretation of the brands logo.
At the launch party of Bally’s current collection I discussed with Mr De Narp the success of Bally’s resurgence and what he put it down to and he said that changing demographics of customers and emerging markets around the world, predominantly in Asia are helping to drive the brands success. Young people are setting trends around the world and are driving the sales of many of the world’s luxury brands. The revival of the logo, which is featured predominantly across Bally’s new collections and the reinterpretation of the brands most iconic sneakers have helped redefine Bally as one of the world’s most successful luxury brands.
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