As a part of our Introduction to the Fashion Business course, we researched Nicole Prudence, design director at Dr. Scholl’s as well as the design director at its parent company Caleres Inc. Dr. Scholl’s won the Best Footwear Under $250 category at the year’s Accessories Council Design Excellence Awards with the Hunter sneaker, the design of which was directed by Prudence.
We learned so much about Prudence, the brand and the product, and we couldn’t wait to speak to her about her journey.
We learned that you studied graphic design at the University of Central Missouri. What made you go from graphic design to footwear design?
Prudence said she had always loved art and design growing up,and that she wanted to apply her design skills toward a fashion-based career. She explained, “I connected to some people in footwear and really liked it. It’s been my career ever since!”
What is it like working at such a large company like Dr. Scholl’s?
Prudence explained that although it is a large brand, it is important to have the mindset that she is running her own mini company. She explained, “We’re trying to focus on these collections and our consumers’ needs.” She revealed it helps her to work at a large company because she has so much support in what she is doing.
What was your inspiration behind the Hunter sustainable sneaker?
Prudence explained the Hunter sustainable sneaker was the company’s second Accessories Council Award-winning product, its first being the Herzog sneaker. Dr Scholl’s took what it learned from the Herzog and improved it with the Hunter. Prudence went on to state, “Our brand is focused on sustainability, so it felt like it was a great opportunity to take the concept and focus it into one item.”
Were there any challenges in designing such a sustainable shoe?
Prudence shared, “Our main challenges were traceability and cost.” Prudence explained that it was quite challenging to discover the correct materials and reliable vendors. Working within Dr. Scholl’s pricing restrictions was also problematic because employing sustainable materials and practices is more expensive, but Dr. Scholl’s was able to overcome this challenge with the finished Hunter.
Is it rewarding to develop sustainable shoes? What motivates you and the company to continue being more environmentally responsible?
Prudence said an excited, “Yes! We are so proud of our brand’s progress.” Prudence discussed the ways that the Dr. Scholl’s team is working to educate other brands at Calares on sustainable practices. Prudence continued, “It’s about sharing and collaborating on how to do better.” We also learned Dr. Scholl’s has created a new logo for the brand to highlight sustainability, since that mission has become the main focus at Calares.
What is next for you and Dr. Scholl’s? Are you working on any exciting projects we can expect to see in the near future?
Prudence explained that the brand is exploring the Gen Z consumer sector and working to connect with that generation through bolder prints and higher platforms. “We’re diving deeper into better materials and traceability!” Prudence said she is “always thinking three steps ahead to deliver fresh styles.”
What advice can you share for college students who are trying to figure out their futures?
Prudence enthusiastically responded to our final question, saying, “I think this is awesome for you guys to be able to connect with people you’ve never met and to ask open questions.”
Prudence encouraged us to explore every avenue and not put any limitations on ourselves. We were grateful for the opportunity to speak with Prudence, and we are excited to see the company’s “Gen Z” perspective on sustainable footwear. We can now make more environmentally friendly footwear selections thanks to our understanding of the Dr. Scholl’s brand. We learned from Prudence that there doesn’t always have to be a gap between trendy and sustainable footwear.
