Wow, Tevas Got Cute – The New York Times – Smart Media Magazine

Wow, Tevas Got Cute – The New York Times


Could Tevas, the sturdy, quick-drying sandal designed for water sports and other outdoor activities, be the shoe of summer 2019?

A few brands are betting on it. In early May, the activewear start-up Outdoor Voices released a Teva collaboration with sandals marked by mismatched, color blocked straps. Within a week, the company said, most sizes had sold out on outdoorvoices.com. Instagram fed the frenzy; one commenter called the sandals “STUPID CUTE.” Another suggested: “Maybe they can make crocs cool again too.”

At New York Fashion Week in September, upstart labels like Sandy Liang and Collina Strada showed their spring collections on models who wore simple black Hurricane Tevas (socks, too). Area, another brand, adorned its Tevas with a thick beaded fringe. At her runway show, Anna Sui debuted a collaboration with the company — colorful platforms whose straps were dotted with snakes and birds — that was released this spring.

According to company lore, Teva’s Velcro sandals were created in 1984 by a river rafting guide who wanted to prevent his flip-flops from flying off his feet. The shoes soon came to stand for practicality and adventurousness. But in recent years, Tevas have stepped into new territory: everyday style and even runway fashion.



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