EGO
EGO is a Manchester-based fast fashion footwear and accessories brand. It sells heels, boots and loungewear, mainly online and through social media.
| Headquarters | Manchester, United Kingdom |
|---|---|
| Category | Fast fashion footwear |
| Co-CEO | Adeel Fiaz |
| Main channel | Own website |
| Website | egoofficial.com |
What is EGO?
EGO is a fast fashion footwear brand based in Manchester in the United Kingdom. It sells shoes and accessories, with heels at its core, and has moved into clothing.
Products and positioning
According to trade press from December 2020, the brand pivoted from heels towards boots and loungewear during the lockdown that year. Its range aims at young women who follow trends.
Distribution and marketing
EGO relies on its own website and on social media:
- A website receiving large daily traffic
- About two million followers on Instagram at the end of 2020
- Its first TV advertising campaign
- Collaborations with celebrities and influencers, including Little Mix, Lizzo and Molly-Mae Hague
Adeel Fiaz is named as Co-CEO. The brand has also been reported to have launched a kidswear line and a collection with the television personality Millie Court, extending its range beyond shoes.
Why it matters
EGO shows how a UK footwear label can build a mass-market following mainly through e-commerce, influencers and television advertising rather than a store estate.
Frequently asked questions
Where is EGO from?
EGO is a footwear brand based in Manchester in the United Kingdom.
What does EGO sell?
EGO sells fast fashion footwear and accessories, including heels and boots, as well as loungewear.