Pentland Brands makes its first foray into creating new brand propositions from scratch with the launch of 52 Degrees LDN: a women’s footwear brand to take you places in style.

Designed by women, for women, 52 Degrees LDN follows a simple philosophy: beautiful shoes, made for real life. With comfort and style at the forefront of every design, each shoe is handcrafted from ultra-soft premium leathers and suedes. Designed by a team of employees at Pentland Brands’ headquarters in London, the brand’s name is inspired by the latitudinal axis of England’s capital city in relation to the globe – emphasising that these shoes are designed to take you places in style.

The brand launches with its core collection, comprising four classical styles in modern silhouettes; Loafers, Ballerinas, Courts and Chelsea Boots. Each hero style is available in four shades with contrasting pops of seasonal colours to give classic styles a contemporary twist.

Emily Haynes, Head of Ideas Incubation at Pentland Brands, says: “52 Degrees LDN is made for women on the go, who don’t want to compromise on style or comfort. Because when we look good and feel good – we go further, for longer, in style.”

Firmly positioned as one of the most comfortable brands on the market, 52 Degrees LDN has worked with real women to develop a range of ergonomic construction techniques that use innovative comfort technology, from trainer-inspired foam lining to slip resistant soles. With an eye on the environment, the brand creates every shoebox from 100% recycled materials.

52 Degrees LDN is part of the Pentland Brands portfolio, which provides access to years of technical and manufacturing experience as well as adept design expertise.

To celebrate the launch of its first collection, 52 Degrees LDN are offering a 15% discount to all new customers. Find out more at 52degreeslondon.com.