Rothy’s Won’t Chase Trends—It’s Making Them

With new collections, the direct-to-consumer brand is setting itself up for long-term success

A person wearing merino wool Rothy
The new merino wool style starts at $155. Rothy's
Headshot of Ann-Marie Alcántara

Rothy’s, a direct-to-consumer footwear brand founded in 2012, knows how much its customers love the shoe. The brand doesn’t necessarily need to dig deep to figure out how they like a silhouette or a color, either. There are several Facebook groups dedicated to discussing, buying, selling and trading the shoe, including one called Rothy’s Addicts with more than 16,000 members.

@itstheannmarie Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.