Heritage brands have a way of bringing back the good old days when we live a life of new digital achievements on a nearly daily basis. And what does that do to us? Yes, longing for the past when dates were dates and not online, when being chic was not to be photographed but for one’s own satisfaction.

So along comes Scholl Iconic, which is bringing back its wooden clog called Pescura from the 70’s. Back then the shoe was seen on the feet of jet-setters like Jean Shrimpton or Twiggy. There is a little German spin at hand here as well. Munich-based investment fond Aurelius and one of its partners Tobias Klaiber acquired the brand for the European and Asian market to give it a stylish comeback. Haute Comfort is what Klaiber dubs it who has relocated to Milan to get this exciting project off the ground.

Originally designed by one Dr. William Scholl in Chicago, the wooden shoe was meant to help women tone their legs. And just like Birkenstocks, the clogs became fashion fuel. It’s nice that our country where the Green party originated is finally showing some fashion affinity even if the styles are based on health-inspired living, the mega trend of the new decade.

Best about the wooden clog: it really is ecological. No plastic and all. We took a few pairs to the Algarve around Faro and let our model Leisy roam the local surf beaches. And expect to see a lot more city bound clog creatures around this summer.

Model: Leisy / Karacter Agency

Clothes: Pants HELMUT LANG; Tank top and dress SANDRO.