Our Favorite Fashion Brands

From Denmark to the Red Carpet: Why ECCO Is the Next Big Thing in Footwear

Zendaya, Suki Waterhouse, and Chloë Sevigny, everyone’s quietly stepping into ECCO. Here’s why

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There’s one big secret your favorite celebrities aren’t telling you (okay, there are probably a few, but this one really matters): where they get their sneakers. And no, we’re not talking about the usual hype-heavy names clogging your timeline or the trainers everyone suddenly owns at the exact same time. We’re talking about ECCO — a quietly powerful footwear brand tucked away in a small town in Denmark, and one we’re dubbing: the shoe brand of the coming years.

Worn by everyone from Zendaya to Suki Waterhouse and Chloë Sevigny, ECCO has been crafting some of the most distinctive footwear in the industry — and perfecting the art for decades. To understand what’s really behind the brand (and why so many people in-the-know swear by it), I traveled to their European headquarters to see firsthand why ECCO has such a devoted (and well-deserved) following.

What Is ECCO?

Founded in 1963 by Karl Toosbuy in Denmark, ECCO has spent over six decades doing something remarkably rare: improving without losing its soul (or sole). While the technology has evolved and the machinery has modernized, the philosophy remains unchanged. The brand still relies on processes rooted in its earliest days, staying obsessively loyal to quality, craftsmanship, and values over trends.

If we’re defining what makes a brand truly “good,” it’s hard to find a stronger case than ECCO. Many employees are second- and third-generation team members — parents, grandparents, and relatives who all worked there before them. And here’s the wild part: They genuinely seem happy. Walking through the facilities, you’re met with people who look like they actually enjoy what they do. The smiles aren’t performative, the pride isn’t forced, and the care for the product runs deep. It feels less like a corporate office and more like a close-knit community.

Maybe it’s the core values the company was built on. Maybe it’s the town itself (which, true story, helped me track down my lost passport during the trip — not a Hallmark movie, just genuinely good people). Whatever it is, the sense of integrity is impossible to miss. Every step of the process, from sourcing leather to final quality checks, has a human touch that you rarely see in global brands.

ECCO also takes sustainability seriously — and not in a buzzword, PR way. There’s no fast fashion here. The brand puts real resources into ensuring its production does more good than harm, even hiring dedicated specialists whose sole focus is on minimizing environmental impact. Thoughtfulness isn’t an afterthought; it’s built into every movement. They carefully select materials, use innovative production methods, and constantly improve their processes to minimize environmental footprints. It’s a brand that considers its legacy not just in style and comfort, but in its responsibility to the planet.

What Does ECCO Make?

ECCO is best known for its shoes, and the range is expansive. Think sneakers that are as comfortable as they are cool, ballet flats that reinvent both design and durability (a major reason Chloë Sevigny is a fan), and boots that are for everything — from hiking trails to city streets. Every style feels intentional, versatile, and meticulously crafted.

Beyond everyday footwear, ECCO also produces accessories like leather gloves, wallets, card holders, and even golf shoes — one of their newest innovations and, in my opinion, one of their strongest. Each accessory is infused with the same attention to detail as the shoes, showing that ECCO is a brand where quality is consistent across all products.

Price-wise, ECCO lands in a sweet spot. Many styles start around $100 and top out around $300 — impressive when you consider the quality rivals luxury footwear that often costs several times more. Somehow, ECCO cracked the code on producing designer-level products without the designer-level sticker shock. In a world where luxury often means inflated price tags and quick trends, ECCO offers timeless quality and real value.

The brand also runs regular promotions, occasionally offering up to 30% off bestsellers.

One of the reasons ECCO shoes last so long comes down to how they’re made. The brand uses a special process that fuses the sole and top together, creating shoes that are exceptionally durable and reliable. These are the kind of shoes you wear for years — maybe even decades — without worrying about them falling apart. With ECCO, you’re not buying something that disappears after one season. And the longevity doesn’t compromise comfort; every design feels like it’s been perfected for real-life wear.

Why Should You Care?

In an oversaturated fashion market, it’s fair to wonder why one brand deserves your attention over another. When it comes to ECCO, the answer is simple: they’re doing something different. They’re creating shoes that stand the test of time — not just structurally, but also aesthetically.

ECCO designs feel timeless while still being fashion-forward. They don’t scream trend, yet they never feel dated. These are pieces you can wear now and years from now without questioning the choice. If you’re going to invest in fashion you can genuinely feel good about, ECCO is a smart place to start.

As someone who shops for a living, I can confidently say the brand is worth every cent. Whether you’re looking for an everyday sneaker or a piece that elevates your weekend wardrobe, ECCO delivers.

The brand is also entering the designer space with special collaborations, which they call Ekko Kollektive. This has allowed the company to partner with incredible fashion entrepreneurs, encouraging them to think outside the box (or more like a shoe box) and create products that feel fresh. They’re also notoriously selective about who they choose to collaborate with, as each partnership has to stay true to what the brand represents.

So, About Those Celebrities

Yes, ECCO shows up on the feet of the rich and famous — but it’s also worn by people like you and me. That’s what makes it special. It’s cool when A-listers love a brand, but it’s even cooler when it’s a brand you’ve trusted for years that the rest of the world is finally catching on to.

ECCO isn’t just having a moment — it’s building one. And if what they’re doing now is any indication, the future looks incredibly strong.

Below, I’ve listed some of my personal favorite ECCO styles for both men and women. But don’t stop there. Take a look through their site, and you’ll quickly see there’s truly something for everyone. I have a feeling you’ll become a lifelong customer — I know I have.

Ecco Sculpted High-Cut Boots

Available in sizes 4 to 11.

ECCO Women’s Leather Sneakers

Available in sizes 5 to 11.

ECCO Men’s Track 30 Boot

Available in sizes 6 to 12.

ECCO Men’s Gold LT1 Shoe

Available in sizes 4 to 11.

ECCO Women’s Biom Energi Sneakers

Available in sizes 5 to 11.

ECCO Men’s Biom 2.2 Sneakers

Available in sizes 5 to 12.

ECCO Women’s Biom Lite Sneaker

Available in sizes 5 to 7.