Very.co.uk

Very.co.uk

July 16, 2012 08:44 ET

The Must have Women's Shoe for Summer 2012? That'll Be the Welly

- Once the Epitome of 'Anti-Fashion', Now a Fashion Staple -

LONDON, UNITED KINGDOM--(Marketwire - July 16, 2012) - For years on end they were worn solely by rugged country types that lived on farms, kept sheep dogs and drove Land Rovers. And then the early-adopting fashionistas starting teaming them with cut-off denim shorts and vest tops as the noughties festival scene flourished. Today - according to new research by online fashion retailer Very.co.uk, the humble Wellington Boot is firmly established as a fashion staple as young British women have worn them more frequently than wedges, sandals and trainers so far this summer.

No doubt partly forced into regular welly-wearing by the ongoing inclement summer weather, young British women have also been influenced by celebs such as Kate Moss, Keira Knightley and Alexa Chung donning the 'rubber rain boots' as part of trendy day-time outfits. Going to show just how much perceptions have changed, 57% said they're happy to wear wellies on their morning commutes to work and 68% said there's absolutely no shame whatsoever in stepping out in the city in a pair.

Julie Donnelly, Very.co.uk Head of Womenswear said, 'Now day's wellies are much more versatile, they come in different lengths, colours, prints and styles so there is something to suit everyone.'

NOTES TO EDITORS

*1,000 British women aged 18 to 35 were surveyed in June 2012 by OnePoll for Very.co.uk.

About Very:

Very is part of Shop Direct Group - the UK's leading online and home shopping retailer - which operates across 49 countries, including the US and Canada.

The Group has 5m active customers.

Very boasts celebrity collections from Fearne Cotton, Holly Willoughby and many more.

The Shop Direct Group brands receive over 600,000 website visits every day.

We deliver more than 25m parcels a year.

We sell more than 800 brands - including leading fashion labels and our own brands.

Our brands include:

Very.co.uk

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Woolworths.co.uk

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