Magazine article ADWEEK

Do the Write Thing: Kenneth Cole Looks Back at His Cause and, Puns and All

Magazine article ADWEEK

Do the Write Thing: Kenneth Cole Looks Back at His Cause and, Puns and All

Article excerpt

In the fall of 1982, Kenneth Cole wanted to sell his first line of shoes in 1style: out of a trailer truck on 56th Street and Sixth Avenue in New York. Only utilities and firm production companies can get a permit for that, he was told. So he changed his company name from Kenneth Cole Inc. to Kenneth Cole Productions Inc., got the permit (to film, he said, a movie called Birth of a Shoe Company) and sold 40,000 pairs of shoes in three and a half days.

At his Rockefeller Center store last Tuesday, Cole reminisced about that stunt and others flora the past 20 years as he introduced his new coffee-table book, Footnotes. What You Stand For Is More Important Than What You Stand In. "In this business you're not supposed to reflect. You have to look where you're going," Cole, in a black suit coat, black shoes and faded blue jeans, told a crowd of well-wishers that included his brother-in-law, Andrew Cuomo. …

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