JUJU JELLY

JUJU JELLY by ebony-colledge on Polyvore

Jump straight into jelly fashion with these iconic colourful sandals. Known as the ‘Original British Jelly Shoe’. Anyone can make a 90’s statement to their summer wardrobe, especially with the variety in colours from bold neon, soft pastel to shimmering glitter. Also makes it better knowing they’re 100% recyclable!

 The family run business began in 1986, founded by Rushton Ablett Ltd (Rushton Schaffer) who has been manufacturing these sandals in Northampton for over 25 years. Using unique soft Juju jelly material, they add colour and glitter to the jelly machine to produce these wonderfully colourful shoes. As quoted by the company’s website “Juju Shoes are all about style, versatility and colour, we create classic designs and re-release them with a contemporary twist and are always producing new fun and functional welly and jelly designs.”

 The company now sell them in multiple shops as well as their own website www.jujushoes.co.uk such as: Schuh, Office, Asos and American Apparel. They also produce children’s and adult festival wellies and various styles of women’s lace-up and Chelsea boots.  However it is to be said that the jelly sandal has quickly become one of the key iconic items to purchase this summer. Other retailers such as River Island, Asos, Topshop and MissGuided have also released their own version of the jelly shoe showing that the trend is more of a high street causal look.

 Bloggers and street style have taken this micro trend to heart and are loving this summery key item, dressing them both up and down with summery dresses, skirts and skorts, frayed denim shorts or boyfriend jeans all can be paired up with frilly socks.

 The clear glittery sandals have been spotted to be the most popular choice from street style and from experience of retailers. With summer quickly approaching, shops are selling vast numbers of the product as part of holiday shopping and giving into guilty pleasures. Jelly shoes can make any girl reminisce on their childhood and when it was trendy to have the brightest pair of shoes and nothing expresses more girly fashion than a bold statement colour such as coral or purple. Who said we can’t relive our childhood jelly shoes?

Deputy Manager of Metro Centre Schuh said “It's got that added appeal of bringing the 90's trend back around, which is what we're seeing in other areas of fashion. It's fun, youthful and colourful.” Retailers are finding that young adults are keen to relive the 90’s through fashion and express this era onto the street, which has definitely become more noticeable and that it will carry on to be a favorite trend of theirs throughout the summer.

Certain celebrities have also taken love for the shoes including Perrie Edwards from Little Mix and one of our style icon’s Kylie Jenner, who has been spotted multiple times wearing various colours, especially the clear glitter and black heeled ones from American Apparel.

So why not take the plunge and release your inner girly fashion and jump straight into the Juju Jelly trend this summer.