18th February 2013

If the shoe knits: Knitted art finds unusual home in Shoe Zone

Popular craft form yarn bombing has found an unusual home: in the Aldershot branch of Shoe Zone. Yarn bomber Kath Hitchings loves Shoe Zone so much that she has knitted dozens of orange and blue objects, including adult size shoes, woolly price tags and knitted Shoe Zone signs.
Shoe Zone is so bowled over by her enthusiasm that it has decided to turn its Aldershot store into an exhibition space. Using 20,000 meters of yarn in Shoe Zone’s colours, blue and orange, Kath will turn the shop into a knitted art gallery.
As well as taking over the store, the exhibition will spill outside, with trees, lamp posts and street signs all knitted orange and blue. Kath’s woolly extravaganza will be on display from Sunday 17 February to Friday 22 February at Shoe Zone Aldershot, 20-22 Union St, Aldershot, Hampshire, GU11 1EG.
Kath, a primary school teacher, says: “I want to bring joy to unexpected places and I like to challenge people's preconceptions about knitting. A shoe shop is perfect, as it is a totally unexpected place to see art. ”
When asked ‘why Shoe Zone?’, Kath shrugs and smiles: “I want to challenge people's perceptions of Shoe Zone. Shoe Zone is a cult label in every sense to me and by re-presenting the brand through my knitted art, I hope to bring to the store a new unexpected edginess.”
Naomi Shefford, Marketing and Property Director at Shoe Zone, says “We couldn’t quite believe our eyes when we first saw pictures of Kath’s work, inspired by our colours and shoes! How could we resist? We just had to give her space to showcase her creativitiy.”
“This is the first time a knitted art exhibition has been held in a UK retail store” says Naomi. “We are delighted that this UK first is taking place in a Shoe Zone store. The transformation of the Aldershot store is incredible; it gives our products an extra edge. We are looking forward to seeing how customers enjoy their shopping experience with the additional woolly features.”
Kath Hitchings’ Shoe Zone exhibition will move on to ‘Unravel’, a festival of knitting, at Farnham Maltings, 25 – 26 February 2013.
To follow updates on the knitted art exhibition click here.