The future of footwear: success story of Grey by Ortenhill

Although fashion frequently follows strict rules and fads, a new trend is questioning these traditions. Singaporean company Ortenhill, with its brand, Grey by Ortenhill, is launching more than introducing new merchandise; it celebrates an essential change in unisex fashion, where old limits are broken down, and individuality is valued above all else.

A worldwide epidemic, economic uncertainty, and the emergence of conscious consumerism have all caused incredible changes in the retail industry. Grey by Ortenhill is becoming an example of resilience, innovation, and inclusivity during these years. The important question today is whether this small, niche company can challenge the global footwear industry and set new benchmarks that could influence fashion trends.

The evolution of unisex fashion

Unisex fashion is back in style, part of a societal trend toward acceptance and freedom of expression. Grey by Ortenhill is central to this trend, with shoes, bags, and other accessories for people who do not conform to gender roles. The brand`s approach is a big step forward, showing that more and more people want products that reflect modern ideals of freedom and flexibility.

"Fashion should be about freedom—freedom to be who you are, without labels or limitations," says Trisno Ishak, co-founder of Ortenhill. "Grey by Ortenhill was born out of a desire to create products that allow people to express themselves authentically, without conforming to societal expectations".

The philosophy behind the brand, captured in the proclamation "I don`t have to be black or white, formal or casual. I can walk two equally deductive grounds and be whatever, whenever I please," resonates deeply with the current generation. This assertion is not merely a marketing slogan; the brand`s identity influences every design decision and customer interaction.

The brand has found a growing market that keeps up by making high-quality goods that can be used in various ways and are liked by many people. 

The resilience of a brand

Every great brand has a beginning, and Grey by Ortenhill is no different. The company`s journey, including wins and losses, has shaped its identity. When it opened in 2011, it quickly became famous for its unique styles and dedication to being environmentally friendly. The brand`s early success came from connecting with a growing group of consumers who cared about the function of their clothes.

Ortenhill faced a big problem in June 2020 when someone accessed its Instagram and deleted the account, which had 47,500 followers. This loss could have been terrible for a brand that had gained much of its power by interacting directly with its fans online.

"We had to start from scratch, but in many ways, it was a blessing in disguise," Trisno reflects. "It forced us to rethink our strategy, focus on what truly matters, and reconnect with our core values. We were determined not only to recover but to thrive". This response highlights the resilience and adaptability that have become hallmarks of the Ortenhill name.

And thrive they did. Grey by Ortenhill has re-established its footprint on the most popular social media sites. It has 12,000 Facebook followers, 10,500 Instagram followers, and 2,000 TikTok followers, and is growing. In the past few years, Ortenhill has grown its market position by 57% in Southeast Asia and 31% in Europe and the USA. This rise in digital engagement has been a critical factor in its success.

The future of footwear

Sustainability has become an essential part of how people choose what to buy in the fashion business. It is at the heart of Grey by Ortenhill`s brand, from the materials used to make the shoes to the fair labor methods. The brand`s dedication to producing goods ethically is shown by its creative use of recycled materials and devotion to this cause.

One of Ortenhill`s most creative ideas is using recycled rubber tires in the soles of its sandals. This cuts down on waste and makes the products last longer. Grey by Ortenhill also uses cow, buffalo, and sheep leather to accommodate the religious needs of its extensive Muslim customer base. This is another example of the brand`s dedication to being welcoming. These materials are carefully chosen to ensure they meet the brand`s high quality and environmental standards.

The brand uses modern technology, like 3D printing, to make shoes that can be customized to fit the wants and tastes of each customer. This new technology lets the brand offer a level of customization that is rare in the business.

A brand poised for impact

The company looks to the future with purpose and determination, ready to embrace whatever comes next. Trisno`s leadership is characterized by a deep understanding of fashion`s creative and business aspects, which has been crucial to Ortenhill`s success.

He succinctly captures the brand`s mission: "Grey by Ortenhill is more than just a brand— it’s a platform for self-expression, a community for those who dare to be different. We`re not just making shoes; we`re making statements." With such a bold vision and a solid commitment to its values, Grey by Ortenhill will survive and thrive at the fashion industry`s breakneck pace. 

By: Anita Morgan

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