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This year, Scholl celebrates a remarkable milestone as Pescura, one of its most iconic and recognisable designs, marks its 70th anniversary. To commemorate seven decades of the legendary Pescura, Scholl Lebanon will host a special anniversary event at its store in ABC Achrafieh, bringing together friends of the brand, media, partners and guests to celebrate the enduring legacy of this iconic design.
First introduced in 1956, Pescura has become synonymous with Scholl’s distinctive approach to footwear, combining craftsmanship, comfort and unmistakable design. Its signature wooden sole and timeless silhouette have made Pescura a recognisable icon across generations, evolving with the times while remaining faithful to its original character.
The 70th anniversary is particularly meaningful in Lebanon, where Scholl has been part of the local footwear landscape for more than five decades. Through its longstanding presence and partnership with Feetness, the brand has built a strong connection with generations of Lebanese consumers, making this anniversary an opportunity not only to celebrate Pescura’s international heritage, but also the relationship Scholl has developed with its Lebanese community over the years.
The anniversary event will bring this heritage to life through an evening dedicated to Pescura’s history, design and enduring appeal. Guests will have the opportunity to discover the story behind the iconic silhouette, celebrate its evolution and experience the spirit of the Pescura 70th anniversary in a contemporary setting.
Seventy years after its introduction, Pescura continues to represent the distinctive Scholl philosophy: a balance of heritage and innovation, comfort and style, and a design that transcends generations. In Lebanon, the celebration marks not only 70 years of Pescura, but more than 50 years of Scholl being part of the local story.
Scholl celebrates the 70th anniversary of the iconic Pescura with a limited edition that pays tribute to the model’s origins.
Red takes centre stage as Pescura’s original first colour, chosen to highlight the model’s historic heritage. The limited edition is enhanced with a dedicated 70th-anniversary logo and special packaging that reinterprets the original 1960s design in Italian, enriched with vintage advertising materials.
Available in a limited run of just 300 pairs worldwide, the model will be sold online and through key Scholl stores.