Founded in 1906, Cherry Blossom has been the nation’s favourite shoe care brand for 120 years, rising from humble beginnings in Edwardian London to becoming a household name and a globally recognised brand. We’ve been there through changing fashions, historic moments and everyday milestones.
As we celebrate our 120th anniversary, we’re looking back at the decades that shaped both Britain and Cherry Blossom. As we continue our journey through the decades, we arrive in the 1940s: a time defined by resilience, resourcefulness and making the most of what you had.
Shoes Through Wartime Britain
The Second World War shaped almost every aspect of daily life, including what people wore on their feet. With clothing rationing introduced in 1941 and materials in short supply, footwear became simpler, sturdier and built to last.
For women, practicality came first. Leather court shoes with low heels, lace-up shoes and ankle boots became everyday essentials, designed to withstand long days at work in factories, on farms or in civil defence roles. Decorative details were kept to a minimum, but people still found ways to add personality to their outfits whenever possible.
Men's footwear followed the same practical approach. Hard-wearing leather Oxfords, brogues and military-inspired boots were wardrobe staples whilst servicemen relied on robust boots built for demanding conditions. Whether on the home front or overseas, durable footwear was essential.
Making Shoes Last
During the war, replacing worn-out shoes wasn't easy. Ration coupons meant every purchase mattered, so caring for footwear became a necessity, not a choice.
Regular cleaning, polishing and protecting leather helped shoes last longer, making shoe care an important part of everyday life. A polished pair of shoes also remained a symbol of pride and resilience, even during some of Britain's most challenging years.
Cherry Blossom During the War
As families worked hard to make the most of what they owned, Cherry Blossom continued helping people protect their favourite footwear. Our long-lasting shoe polishes kept leather nourished, protected from the elements and looking smart, helping extend the life of shoes when replacements were difficult to come by.
Even during wartime, the brand remained committed to quality, providing reliable shoe care products that households could depend on through years of uncertainty.
Stepping into a New Beginning
When peace returned in 1945, Britain began rebuilding. Fashion gradually became more colourful and optimistic, but one lesson remained: looking after your shoes helped them last longer.
More than 80 years later, that philosophy still guides us today. Trends may change, but taking care of a great pair of shoes will never go out of fashion.
