In 1927, during a decade of tremendous cultural shifts and progressive thinking, Brown Shoe launched a women’s footwear line with the radical idea of combining current fashion with comfort features. Naturalizer became one of the first shoe brands that women could turn to for feminine style they coveted and comfort they thought was impossible to attain. The recent suffrage movement had provided women with new found freedoms and, as hemlines became shorter and shoes became the focus of fashion, Naturalizer symbolized what modern women had achieved. Naturalizer honours the brand’s original promise to deliver feminine, stylish, comfortable shoes in a manner that is relevant to the busy lifestyle of today’s woman.
With rich leathers, soft suede’s and unique details, Naturalizer footwear captures the essence of modern femininity…whether that means taking a leisurely walk in velvet ballet flats, or running a board meeting in black leather pumps.
Backed by research from our “Style & Trend” experts, the Naturalizer line interprets the latest trends in ways our customers want to wear them. Women will see the influence of current fashion, blended with the enduring style they’ve come to expect from Naturalizer.
Naturalizer was dubbed “the shoe with the beautiful fit” by advertising guru Leo Burnett in the 1940s. Today’s Naturalizer shoes still have a beautiful fit, and are comfortable enough to wear throughout the day.
Naturalizer’s fresh, unpretentious designs are a smooth fit with your wardrobe, your life and your own unique style. Naturalizer. We promise style that makes you look good and feel good – always.
History of Naturalizer: 1927 — Present
1927
Naturalizer was created to meet a critical need in the fashion industry – women’s shoes that were stylish as well as wearable. The early styles were smart-looking for the time period, the epitome of sophistication and sober, sensible living.
1938
Naturalizer’s distinctive brand image was officially launched with powerful results.
1945
Naturalizer meant quality to the women of the 1940s, who bought $5 million dollars worth of Naturalizer shoes in 1945.
1954
The first Naturalizer specialty store opened in Jamaica, New York, offering the best service, selection and fit, with the wide range of sizes and widths for which the brand had become known.
1955-80
Over the next 25 years, the brand continued its rapid growth, both in the Naturalizer retail stores that cropped up nationwide as well as in fine
department stores.
1980
Brown Shoe began a complete overhaul of their footwear design process, adding European styling, but with Naturalizer’s legendary comfort.
1997
Brown Shoe created a style center in Florence, Italy and began redesigning and updating its Naturalizer collections. Designers took their inspiration from the high-fashion European culture and focused on
developing a line of footwear that retained Naturalizer’s emphasis on comfort, but was also sleek, stylish and fun to wear.
1999
Naturalizer hires a new advertising agency to develop an edgy black and white photo series to be used for print advertising in women’s magazines, the Naturalizer catalog and naturalizeronline.com. The playful, emotional, romantic photos cast Naturalizer as a fashion-forward, sometimes daring brand well-suited to the modern woman.
2000
Since 1999, Naturalizer increased sales by more than 75 percent.
2001
Footwear News, the industry’s top publication, named Naturalizer “Brand of the Year.”
2005
Naturalizer unveils NaturalSport, a subbrand of athletic and leisure shoes. Naturalizer updates brand identity and also revamps website and store interiors to convey a new overarching femininity.
2006
Naturalizer launches Naturalizer Signature luxury women’s shoes, available online and in select store locations.
2007
Brown Shoe announced plans to open Naturalizer stores in China.
