The historic footwear brand highlights its heritage and modern relevance with a celebratory campaign and new product offerings.
Johnston & Murphy, a historic footwear brand, is preparing to celebrate its 175th anniversary this year with a series of initiatives designed to honor its storied past while emphasizing its ongoing relevance in the modern market. The campaign, titled “175 Years Young,” aims to highlight the brand’s heritage and adaptability, capturing a vibrant and celebratory perspective. Notably, British fashion photographer Ben Watts has been engaged to shoot the campaign.
Danny Ewoldsen, president of Johnston & Murphy, provided insights into the brand’s approach for the celebration. “The idea here is really to celebrate the heritage with a little bit of a sense of humor,” he remarked in an interview with Footwear News. He expressed particular fondness for the tagline, “if we act at our age, we’d be dead,” noting its humorous yet truthful nature.
The anniversary campaign will introduce Johnston & Murphy’s spring 2025 collection, featuring new footwear styles alongside hybrid options from several of its notable collections, including Upton, Anders, McGuffey, Reactivate, and Conard. The company is also unveiling new items from its expanding apparel line, such as the Upton raincoat, woven shirts, and XC Flex blazers. Ewoldsen highlighted the collaboration with Horween leather tannery in Chicago, a partnership that dates back nearly a century, emphasizing the brand’s commitment to craftsmanship.
Johnston & Murphy’s leadership is dedicated to expressing gratitude towards those who have supported the brand’s growth. Last month, the company hosted a three-day celebration in Nashville for its store managers and office team. In discussing this initiative, Ewoldsen stated, “It’s always a huge highlight for me to spend time with them.” Additionally, the brand plans to celebrate with key retail partners, whom Ewoldsen credits as pivotal to their ongoing success.
As Johnston & Murphy turns the page on its 175-year history, the brand is simultaneously undergoing significant transformations, particularly under the ownership of its parent company, Genesco. Changes include a revamped product selection, where apparel now constitutes half of the offerings, as well as updated marketing strategies and refreshed store designs aimed at attracting a younger consumer demographic. The recent campaign titled “Not Your Dad’s Shoe Company” was launched in April 2024 to emphasize the brand’s shift towards more casual, hybrid dress products appealing to this younger audience.
In addition to changes in marketing and product selection, Johnston & Murphy is also investing in its store presence. Over the past year, several locations have undergone renovations characterized by walnut slats and white tiles on exteriors, oak flooring, and enhanced lighting within the stores. Ewoldsen affirmed the company’s commitment to retail expansion, with plans to open over 15 new stores this year, targeting key locations such as notable malls and airports to meet customers where they shop.
Founded in 1850 by William J. Dudley in Newark, New Jersey, Johnston & Murphy began as the William J. Dudley Shoe Company. Following Dudley’s passing in 1881, his business partner, James Johnston, took control, and in 1884, William A. Murphy became a partner, leading to the official name change. The brand has built a legacy of notable achievements, including crafting shoes for every U.S. President since Millard Fillmore’s term began in 1850.
As Johnston & Murphy approaches this significant milestone, it continues to adapt and evolve, ensuring it remains a relevant player in the competitive footwear industry.
Source: Noah Wire Services
