Newspaper article The Evening Standard (London, England)

Pool Slide Party; FASHION Dad Shoes Are the Fash Pack's New Accessory of Choice. Especially Worn with Socks, Says Emma McCarthy

Newspaper article The Evening Standard (London, England)

Pool Slide Party; FASHION Dad Shoes Are the Fash Pack's New Accessory of Choice. Especially Worn with Socks, Says Emma McCarthy

Article excerpt

Byline: Emma McCarthy

EVERY now and again there comes an item of clothing with the ability to divide not just the opinion of the fashion pack, but the whole of mankind. A bit dramatic? Maybe. It is, after all, only a shoe I'm talking about. But one mention of this summer's unlikely footwear trend to a roomful of people and you'll soon see it divides opinion more than Marmite.

"Pool slides?" came one response, once we'd established I was talking about the flat rubber sandals from the Nineties, not the orange plastic things kids play on. "Remind me to give my dad a ring and tell him how ontrend he is."

True, it's a style most at home on the feet of those more concerned with watching football than the catwalk. But it is precisely this reaction that is catnip to a seen-it-all fashion pack.

It all started last summer, when models at Christopher Kane's SS12 catwalk show flip-flopped out in matte metallic pool slides - floral brocade for day, crystalembellished for night. A year on, and the bejewelled decoration may have fallen by the wayside but the stylesavvy residents of London (okay, Peckham) have firmly embraced iconic styles from adidas and Nike, not only as the warm-weather solution to our trainer fixation, but as the ultimate anti-fashion trend of the season. Digital PR manager Melanie Crete sums it up nicely: "These shoes are the perfect example of what tacky chic is. Most people would say 'WTF' when they first see you with these on. Unless they work in fashion."

In keeping with this, adidas has gone one better in launching a new #socksnslides campaign, to celebrate ) the re-emerged classic worn the fauxpas way (of course). Alongside a tastefully shot campaign by Londonbased duo Yin & Yang and a newly dedicated shopping page on the site, the great and good of the fashion industry also turned out to the adidas launch party last week at The Boundary's rooftop bar in Shoreditch. …

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