With nearly half the UK (43%) hoping to unwrap a fresh pair of shoes this Christmas, fashion retailer schuh has stepped in to settle the ultimate style debate — revealing the most iconic footwear of all time and offering expert guidance to help shoppers pick the perfect pair this festive season.
The UK’s Most Iconic Shoes of All Time
In schuh’s latest style ranking, Dr. Martens boots take the crown as the nation’s most iconic footwear (38%). Close behind are timeless classics including the Converse Chuck Taylor All Stars (17%) and Nike Air Max (16%).
Other favourites making the list include:
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UGG Boots (14%)
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Nike Air Force 1 (12%)
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Crocs (8%), proving that comfort and controversy can coexist
But despite almost half the population wanting shoes as a Christmas gift, 46% still worry about receiving the wrong style, making thoughtful gifting more important than ever.
schuh’s “Past, Present(s), Future”: Helping Shoppers Choose With Confidence
As part of its Past, Present(s), Future campaign, schuh is sharing expert advice on picking footwear that reflects someone’s authentic style. Whether shopping in-store or online, schuh’s in-house trend specialists — who track what each generation is wearing, loving, and asking for — are ready to help shoppers find the perfect fit.
Explore the full range via the official schuh website.
What to Buy for Gen Z This Christmas
Gen Z is officially the most excited generation about footwear gifts, with a huge 74% looking forward to unwrapping new shoes. They’re also willing to invest, with most planning to spend between £80–£100, and 13% budgeting over £200.
When it comes to their idea of iconic footwear, Gen Z deviates from the national top picks, instead favouring:
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Nike Air Force 1 (27%)
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Nike Air Max (26%)
The message? Gen Z loves self-expression, individuality, and statement-making sneakers.
schuh’s Top Tips for Buying Footwear for Gen Z
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Celebrate authenticity: Choose footwear that reflects who they are. Think laid-back Birkenstock Boston clogs or the effortlessly stylish New Balance lineup.
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Be bold: Statement colours, standout silhouettes, and expressive designs are a win. For the fashion-fearless, the New Rock collection delivers maximum impact.
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Prioritise quality: While Gen Z is trend-aware, they still value comfort and longevity — something brands like UGG consistently deliver.
Gifts for Everyone Else on Your List
Shopping for someone outside Gen Z? Classic, reliable footwear remains the safest bet. Across older age groups, favourites include:
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Dr. Martens
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Converse Chuck Taylor All Stars
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UGG Boots
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Heritage icons such as Clarks Originals and Birkenstock
Nationwide, the top qualities people look for in an iconic shoe include:
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Timeless design (50%)
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High-quality materials (40%)
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Brands with heritage across generations (29%)
schuh on the Magic of Footwear Gifting
Nicola Monachello, Chief Product Officer at schuh, says:
“It’s exciting to see styles like Dr. Martens boots and Nike Air Max not only recognised as all-time classics, but also topping Christmas wish lists.
Celebrating the festive season can take many forms, but we understand the power of meaningful gifting and the joy people feel when unwrapping a new pair of shoes or trainers. Whether it’s the hottest boots for your trend-led friend or giving a hard-to-buy-for sibling the perfect pair, nothing beats the feeling of knowing you’ve given a gift they’ll love.”
