; instead, both brands were owned by the same parent company, Wolverine World Wide . In 2009, Wolverine World Wide acquired Cushe, a brand known for its laid-back, "surf slipper" style.
By 2009, the brand’s unique aesthetic caught the eye of the industry giant Wolverine World Wide , which already owned massive names like Merrell and Hush Puppies. Wolverine bought Cushe, hoping to capture the "younger consumer seeking comfortable footwear". For a few years, Cushe thrived, offering an alternative to the rugged, outdoor-heavy image of its sibling, Merrell. did merrell buy cushe
In the mid-2000s, a small group of footwear designers in the UK set out to create something different. They didn't want to make heavy hiking boots or stiff dress shoes; they wanted shoes they would actually wear on their days off. They called the brand (pronounced "Cushy"), and it quickly became a cult favorite for its "Manuka" honeycomb soles and the ultra-relaxed Surf Slipper . ; instead, both brands were owned by the
However, the retail landscape began to shift. In 2015, as part of a strategic "portfolio evaluation," Wolverine made the difficult decision to shut down Cushe. Fans of the brand were devastated, watching their favorite quirky designs disappear from shelves. Wolverine bought Cushe, hoping to capture the "younger