By 2009, the brand’s unique aesthetic caught the eye of the industry giant Wolverine World Wide , which already owned massive names like Merrell and Hush Puppies. Wolverine bought Cushe, hoping to capture the "younger consumer seeking comfortable footwear". For a few years, Cushe thrived, offering an alternative to the rugged, outdoor-heavy image of its sibling, Merrell.
; instead, both brands were owned by the same parent company, Wolverine World Wide . In 2009, Wolverine World Wide acquired Cushe, a brand known for its laid-back, "surf slipper" style.
In the mid-2000s, a small group of footwear designers in the UK set out to create something different. They didn't want to make heavy hiking boots or stiff dress shoes; they wanted shoes they would actually wear on their days off. They called the brand (pronounced "Cushy"), and it quickly became a cult favorite for its "Manuka" honeycomb soles and the ultra-relaxed Surf Slipper .
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