It’s never too late to pack up your life, say your goodbyes, and move halfway across the world—ask ECCO, the beloved Danish-born shoe and leather house, which recently broke its retail dry spell in New York with the opening of its first exclusive flagship in the city’s shopping mecca.
For the veteran shoe innovator, it only took a mere 60 years 720 months, 3,210 weeks, and 21,900 days—before it found a forever home in The Big Apple; a prime piece of commercial real estate occupying the vibrant SoHo corner of Grand and Broadway.
And to make up for lost time, the family-run and operated brand made sure to land with the loudest of bangs. So on a wintry December evening after the city’s first snow flurry of the season, I found myself bracing gelid temperatures to attend the opening soiree, which also doubled as a belated birthday bash. To ring in the momentous affair, ECCO invited friends from near and far to join them for an eve of sage-infused gimlets, truffle-adorned deviled eggs, and a goose-bump-inducing acoustic performance from singer-songwriter Amber Mark.
Now let’s be clear: this was not your run-of-the-mill extended family members’ 60th shindig, I can vouch for that. Instead, for ECCO and kin, the night was both an ode to the past and a toast to the future. I mean, what better way to mark a fulfilling 60 years well spent than gifting yourself arguably the greatest gift of all, that is, a brand-spanking new SoHo flagship store?
Once inside, I found myself amongst a slew of guests, brushing shoulders with influencers, models, industry folks, and of course, friends and family of the brand; not only did the 3250 sq ft store look uber-chic itself but so did those in attendance. My eyes dart around the loft-like space, quickly fixating on the floor-to-ceiling windows that look out to the beautiful chaos that is downtown Manhattan – the perfect backdrop for a New York newcomer.
You might know ECCO best for its ability to deliver comfort without compromising style, for its innovative leather technologies, or shamelessly because your mom owned a pair or two in her lifetime, however, the heritage brand is proving that life north of 50 doesn’t have to be boring, with this opening infused birthday fete an ode to that.
“When one turns 60 you can look back and find all the things they should’ve done, or all the things they would do if they could start again, ECCO CEO Panos Mytaros contemplatively recounts. “But I said no, 60 years is an amazing foundation and experience. Now we’ve got to use that experience for the next 60 or 160 years,” he continues.
It’s safe to say ECCO has been on the block for a while now, since 1963 to be exact, so, reaching milestones like these has seemingly ushered in a new chapter for the brand; a sort of mid-life makeover that means staying true to its roots whilst carving out a refreshed modern identity for themselves.
ECCO views itself as a top-notch, industrial kitchen; one where designers can come in, bring new ingredients, and be a part of the family. And from the sounds of it, there’s no shortage of cooking happening in the ECCO kitchen, with the most recent chef, the brand’s inaugural creative partner Natacha Ramsay-Levi whipping up a delectable 15-piece capsule collection.
“It’s a fifty-fifty. Fifty percent of our base remains the same and fifty percent has to progress,” Mytaros shares while we’re sitting on a violet-hued couch, conversing about the ins and outs of the brand. What they want is simple–for people to find comfort, quality, and style–elements Mytaros reassured aren’t going anywhere. However, ECCO does believe in adding a little modernity into the mix, which only makes for a healthier, and more delicious batter, no matter the recipe.
But by moving forward, it doesn’t mean ECCO has to let go of the past. It is the same past stemming from humble beginnings, one founded by a husband-and-wife duo in a quaint Danish town that has seen them through to this point. So to stay true to its roots, whilst simultaneously writing out a prosperous future, ECCO looks to family and this familial feeling that keeps the heart of the brand beating. “ECCO is about family, and it’s like a family built this home, our home in New York,” Mytaros explains.
When I glance around the packed room—a seared tuna hor d’oeuvre in one hand and a glass of prosecco rose in the other—it’s hard to ignore this feeling of kinship radiating off the walls. From the tiered aluminum shelves that house the collection, a symbol of ECCO’s industrial nature; to the bed of tiles resembling the Danish brick Jutland, a nod to the company's home country and heritage; even informal conversations shared with ECCO’s design team—all in all at the core, it’s about family.
And if the outré evening taught me one thing, it’s that, not only does ECCO know how to make killer shoes (no shortage of evidence there), but it also knows how to throw a birthday extravaganza, proving that for them 60 is the new 30.
So here’s a toast (prosecco rosé, of course) to ECCO’s new era, the opening of its impressive SoHo flagship, and to celebrating its 61st Birthday next year with another rocking party—ideally with truffle deviled eggs, again.
