the schuh trust
Founded in 2011, with proceeds from when schuh was brought into the Genesco family, the schuh trust is used to offer charitable donations and grants to deserving cases, many of which are suggested and supported by the people who work for schuh.
In 2020, the schuh trust donated £3 million to the relief effort during the Covid-19 pandemic.[11]
the schuh Club
in 2022, schuh launched 'the schuh Club' offering members the opportunity to earn points as they shop. Customers can sign up online and instore.[12]
Recycling partnerships
schuh offers two in branch schemes for recycling shoes. The Sell Your Soles and Too Big For Your Boots initiatives offer customers a chance to trade in unwanted, worn footwear for a £5 voucher.[13]
Vintage Threads
In 2024, schuh partnered with Vintage Threads, a London-based reworking clothing brand, to transform pre-loved footwear into wearable fashion items. The collection toured some of the larger branches of schuh including London's Oxford Circus and Manchester's Market Street stores.[14]
do more GOOD (previously know as the 'Purpose Pillars')
schuh launched the Purpose Pillars in 2019. These are employee-led, volunteer groups that give different ideas and perspectives from a range of backgrounds across three main areas: Mental Wellness, Sustainability and Foster Diverse Talent (which includes racial, disability and LGBT+ equality).[15]
In January 2026, the Purpose Pillars were repackaged as 'do more GOOD'.[16] The new mission focuses on Wellbeing + Connection, Culture + Community and Environment.
Single and mixed size shoe schemes
In 2024 schuh launched initiatives in branch and online via the Customer Experience systems to offer single shoe and mixed sizes to customers. Customers with limb differences or disabilities are able to get up to 50% off purchases in these cases.[17]
Formerly known as branch309 and schuh imperfects, the ex-display section of the schuh website lets customers browse items that have been removed from branches due to imperfections on the products. These items are sold at a cheaper price that normal.[18]
schuh Welly Exchange
In 2009 schuh launched the schuh Welly Exchange at Scotland's RockNess Festival. The schuh Welly Exchange swaps festival goers old shoes for Wellington boots. The shoes were recycled by the Newlife Foundation. The schuh Welly Exchange appeared at Bestival, Oxegen, Camp Bestival, Global Gathering, Creamfields, Summer Sundae and RockNess.
In 2009 schuh also won the Best Brand Activation Award for the welly exchange at the UK festival awards.[19]
schuh design challenge
In partnership with West Lothian Council, schuh launched the schuh Design Challenge in 1997. It has run every year since[20] and is aimed at promoting fashion design in schools located near its head office in Livingston.
schuh magazine
Launched in 1998, the schuh magazine was distributed through its stores with cover stars include Caprice, Katie Price and Gail Porter. The magazine was produced by a team at head office and combined features on the company and its footwear along with music and other pop culture subjects. The final schuh magazine was released in 2006.
