Kandui Holdings, founded by the Hurley family, has acquired the assets and intellectual property of the American brand Simple from KTSimple. Financial details were not disclosed.

The acquisition is being carried through Simple Shoes, that will continue all ongoing operations with plans to enhance and evolve the Simple brand over time.

Simple was founded in 1991 by Eric Meyer and then bought by Deckers Outdoor Corporation in 1993. It enjoyed growth throughout the early 2000s until the brand eventually went dormant when Deckers decided to stop producing it in December 2011. In 2015, the Simple trademarks were acquired by the industry veteran Denis Ryan, who has revived the brand by running a primarily direct-to-consumer business at simpleshoes.com for the last two years. Ryan, who also owns ICB, Int’l, a footwear design and development group, will work closely with the Simple team as both a partner and a shareholder in Simple Shoes.

Jeff Hurley, Kandui’s co-founder and chief executive, said, “Simple always had a cool vibe – consumer-focused, no-nonsense, anti-hype way of approaching things. They were way ahead of their time in terms of innovation and sustainable manufacturing practices and prioritized making the right decisions for the benefit of the planet at a time when the masses didn’t necessarily care about lofty concepts like sustainability.”