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Teva has done a lot in recent seasons to encourage its customers to wear the recognizable fabric-strap sandals on more occasions than outdoors adventures, appealing to fashion fans via collaborations with Opening Ceremony, Nasty Gal and Woolrich. And now, thanks to a collab with Swarovski, it seems they’re aiming even higher.
Footwear News reported the partnership, which also includes HonestlyWTF.com blogger Erica Chan Coffman. So exactly what is a luxury jewelry brand like Swarovski doing with a brand best known for the sandals worn by lovably dorky dads everywhere?
They’ve created a kit that makes it easy for customers to personally bedazzle their sandals with, what else, Swarovski crystals. The blogger created the designs that are part of the set. Teva’s marketing manager Lucas Martinez said, “Teva has been doing DIY (#TevaDIY) activations at a number of events over the last couple years, and we noticed that people were always drawn to the crystals and metallic materials we brought.”
Ultimately Swarovski does lots of collaborations, too, with labels including Rodarte, Prabal Gurung, Suno and Maison Martin Margiela. This is probably its sportiest, however. Added Martinez, “When Swarovski approached us about working together, we felt they would be a great partner in our DIY program.” Who else misses their Bedazzler?
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