Shoe retailer Ecco has reopened its 16 flagship stores with a refreshing transformation, celebrating its 60th anniversary. 

Featuring the new concept “What Makes A Family”, the stores commemorate the changing concept of family over the previous six decades. The campaign features three families photographed by Sean Thomas, including pro-rider and stuntman Travis Pastrana and pro-skateboarder Lyn-Z Pastrana with their daughters, Japanese model and actor Kiko Mizuhara with her sister Ashley Yuka, and English singer and producer PinkPantheress with her childhood best friend Bleona.

Ecco will also launch a new, user-friendly, mobile-first website to improve the shopping experience for customers.

“Sixty years ago, our journey began with a dream to create original designs for everyday life. Today, our number one goal is to make Ecco even stronger,” said Panos Mytaros, CEO of Ecco. 

“We will continue pushing the spirit and products, renewing the brand without alienating anyone, but simply adding more. We are driven by the belief that we should chart our own course, not follow in others’ footsteps. I hope that when we unveil Ecco to the world, people will connect with it.”

Ecco has also appointed Natacha Ramsay-Levi as its creative partner for the launch of its new capsule collection, NRL. 

The collection has 15 various designs, including a monochromatic heeled loafer, Biom trail shoes reinvented as colour-block pumps, adaptable walking boots, and more. The new line will be available in retailers in October.