From cult classic to modern mainstay

Rothy’s made its name with shoes spun from recycled plastic bottles, quickly attracting a loyal following of environmentally conscious women (primarily Gen X and older Millennials) who valued both comfort and sustainability. With that foundation in place, the brand set its sights on the next level of growth—expanding its appeal to a younger, more style-conscious generation while honoring the sustainability values and early supporters that sparked its rise.

I led a complete rebrand that touched every aspect of the business, from positioning and voice to a refreshed visual identity and new photography direction. The goal: evolve Rothy’s into a more fashion-forward brand, with sustainability and style as key differentiators.

The results speak for themselves: since launch, Rothy’s annual revenue has nearly doubled, and the brand has grown from a single San Francisco shop to more than 25 stores nationwide.

Micaela Brookman — Creative Director

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