A humble gardening shoe, crafted from recycled materials and priced around £25, has unexpectedly become one of the most sought-after fashion items on both sides of the Atlantic. The Gardana clog, originally designed for pottering in the potting shed, is now a common sight on the streets of London, Brooklyn, and beyond, favoured by style-conscious urbanites.
From French "Environmental Poet" to Fashion Must-Have
The story of the Gardana begins with French "environmental poet" André Ravachol, who founded the Plasticana brand in 1998. The shoes are a product of his eco-conscious ethos, constructed from 100% recycled PVC and hemp. This unique composite gives them their distinctive, earthy colour palette—variously described as caramel or, as Vogue famously noted, a "bird-pooey" hue.
Their journey from practical garden wear to fashion staple gained serious momentum in 2020, when the prestigious American brand Bode sent them down the catwalk. This endorsement cemented their credibility, leading them to be dubbed the "I live in Brooklyn" shoes. Their appeal has since crossed the ocean, infiltrating the style scenes of London and other UK cities.
The Allure of the "Ugly" Shoe
Part of the Gardana's success lies in its perfect alignment with the enduring "ugly shoe" trend. These are shoes that prioritise comfort and a certain off-beat, utilitarian aesthetic over conventional prettiness. They sit comfortably within the #cottagecore and #slowlife movements, evoking a sense of wholesome, off-grid living that urban dwellers find aspirational.
Dr Bridget Dalton, a semiotician and cultural analyst at Truth Consulting, suggests their appeal is deeply symbolic. "Gardening is about ease, it's about pottering, it's about [being] in your space; you cultivate it, but it's a mindful, restful, connecting, grounding activity," she explains. She likens them to the ubiquitous chore jacket, asking: "Are these chore jackets for your feet?"
Their versatility is key. Gardeners like Josh Chalmers, who works at the Knepp rewilding project in West Sussex, praise them for being "ideal for the walled garden" due to their delicate footprint. Yet, he also wears them around Brighton, styling them with bright yellow socks and selvedge denim. "They're a great in between … I can wear them to do the job that I do and then I can literally hop into the shop and look like a normal person," he says.
A Cult Item Driving Pilgrimages
The Gardana's status as a cult item is undeniable. They are not typically found in garden centres but in curated fashion and lifestyle stores. In London, the east London boutique Straw has become a destination for shoe pilgrims, as it is the only UK bricks-and-mortar shop currently stocking them.
Hugo MacGregor-Craig, co-founder of Straw, notes that while they have been in demand for three years, TikTok has introduced them to a new, younger audience. Most customers buy them for city wear, but he credits their gardening pedigree for making them perfect for unpredictable British weather.
The trend for all things horticultural in high fashion continues to bloom. From JW Anderson's amphibious Wellipets and antique tool collaborations to chore jackets on designer moodboards, the aesthetic is fertile ground. The Gardana, however, remains the zenith for many. As one TikToker declared while hunting for a pair in London, they are "maybe the coolest shoes in London."
This surge in popularity has led to widespread sell-outs. For those feeling that initial pinprick of desire for these gross, beautiful, and confusing shoes, the wait for a pair may be long—a testament to their unlikely reign over contemporary fashion.
