For fall 2013, the classic American company, G.H. Bass is honing in on their most iconic style, the Penny Loafer or Weejun (short for Norwegian, where the concept of the shoe came from) which they launched back in 1936. The fall campaign is called Power to the Penny and each spread shows a customized penny playing off the Weejun showcased. (We know, hard to follow but watch the video and it all makes perfect sense).
It’s refreshing to see these heritage brands not resting on their laurels. We can only wear an iconic loafer for so long without the need for something fresh. On Bass’ new e-commerce site we can see the full breadth of the fall collection, including the classic penny redressed in buffalo plaid, camo and contrasting colors. Nothing too far off the grid, just refreshing.
In honor of its Weejuns, G.H. Bass & Co. is launching Pennies Toward Progress—an initiative to benefit the “I Have a Dream” Foundation. For every pair of Weejuns sold at G.H. Bass & Co. retail stores in the U.S., on ghbass.com and by retailers in the U.S., Bass will donate 100 pennies toward the Foundation’s mission to close the opportunity gap for children in low-income communities, and empower them to achieve their full potential by providing them with academic and financial support, as well as exposure to a life of possibility. This is an ongoing program from here on out so we will look forward to hearing how much money Bass raises for such a great charity.
“G.H. Bass & Co. was born in 1876 out of one man’s dedication to making things better—and today that philosophy guides everything we do,” said Kristin Kohler Burrows, President of G.H. Bass & Co. “To that end, we’re thrilled that our Pennies Toward Progress initiative can show the world just how powerful a penny can be. Together, we can help students in need across the country step forward towards their own bright futures.”