Why Pulp is still New Zealand's most reached-for shoe brand

For myself and countless others, few brands capture the nostalgia of New Zealand footwear quite like Pulp. With a history spanning almost 30 years and a portfolio peppered with iconic '90s-isms, your shoe rotation was—or still is—likely spiked with Pulp, and all the better for it.

Today, Pulp remains a mainstay label under the Number One Shoes + Hannahs portfolio, but things look a little different. While the archive remembers the exaggerated platform treads and grunge-tinged hardware with fondness, Pulp now looks to a new wave of trends and tastemakers, catering to contemporary styling with admirable adaptability.

Nothing captures this shift quite like Winter 2026. Knee-high boots, kitten heels, ruched loafers and vintage-inspired sneakers form the collection's key categories, cementing Pulp's widespread appeal and versatility. Knee-high boots, like Muse and Skye, arrive as the season's cold-weather saviours, pairing with Bermuda shorts and slogan tees for day just as well as silk and leather for night.

As the kitten heel movement shows no signs of slowing, Pulp leads the momentum with the Florence Heel—a pointed slingback court silhouette, designed to be the cherry on top of any look.

The retro resurgence is a narrative Pulp has pioneered since its recent revival, and sneaker styles like Salt continue to prove popular with those who prefer a lower profile and a vintage sports aesthetic.

Three decades on, and the appeal hasn't changed—Pulp still makes the shoes you actually reach for. A legacy in the making indeed.

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