Think of Weejuns, the classic penny loafer made by G.H. Bass & Company, and images of preppy American style come to mind—students roaming Ivy League campuses and cool kids in the 1950s and ’60s sporting the shoes and rolled up jeans.
While the 77-year-old penny loafer is instantly recognizable, no advertising campaign has been based on the shoe in nearly 20 years, and the company was caught flat-footed as competitors have recently revitalized casual footwear with more vibrant styles and colors.
On Monday, G.H. Bass will announce a new campaign that it says will pay homage to the Weejun and, its partner, another American icon, the penny.
“The brand has lost its way over the past few years,” said Kristin Kohler Burrows, the president of G.H. Bass. “It’s really a rebirth. It’s a great opportunity to take an asset like G.H. Bass has and dust it off and polish it off in a modern way.”