Most Recent Articles In Business
Latest Business Articles
More Articles By
Eric Dreyer, VP of brand management for Airwalk parent company Collective International, said Airwalk’s new “Breaking the Mold” shoe initiative was kicked off by a request from Beastie Boy Adam Yauch. According to Dreyer, the rapper asked the company last year if it would consider making more of his favorite shoes: the Desert Boot, an Airwalk style made from 1993 to 1995. The company’s answer: “Yes, absolutely.” The boot was reintroduced late last month at a party at New York’s Hotel on Rivington that featured drinks, art, music and 150 giveaway pairs of the limited-edition style — the only way to get them. Dreyer said it would be the first of a series of shoes and events surrounding the program. Look for the next archival shoe re-release and party to take place in August or September, either back in New York or possibly in Southern California. As for Yauch (better known as MCA), Dreyer said the Beastie is fully stocked with his favorite style. “He should be good on Desert Boots for a long time,” he said.