Welly boots: dull to look at, often uncomfortable, and usually presented in drab shades of green to cowpat brown. They haven’t changed much since they were first invented by the 1st Duke of Wellington in 1817 (although those were made from leather). But now designers are reimagining the countryside classic for fashionable urbanites keen to protect their more precious footwear in the harsh winter months.
High-end casual footwear has been a boon for luxury houses in recent years, with designers taking the common sneaker and elevating it to become one of their fastest-growing and most profitable categories. Beloved by millennials and Gen-Zers alike, the sport-inspired footwear market alone is forecast to be worth £63m by 2024 according to Euromonitor International. The hiking boot too saw a luxe revamp last winter — offerings ranged from Gucci’s gargantuan platform boots covered in crystal straps to Proenza Schouler’s more traditional calf-high mountain boots — with etailer Matches Fashion reporting a sales uplift of more than 100 per cent year-on-year for the category. Wellies are likewise piquing shopper interest, with searches and sales spiking on Net-a-Porter and Matches Fashion over the past six months.
“The more directional styles of welly boots have performed best,” says Net-a-Porter buying director Elizabeth von der Goltz, “as they can easily be incorporated into an everyday wardrobe without looking too outdoorsy.”