Susan Hassett, CEO and creator of a new brand of casual footwear called “Cocktail Sneakers” is surrounded by women. Hassett says that she did not intend to work exclusively with women in this new Boston-based venture, but as it turns out that is exactly how the company is getting off the ground.
“I did not set out to involve only women but the timing is incidental. …It wasn’t pre-planned,” she says. “It started out with creating a beautiful, more feminine sneaker for women who want a look that is effortlessly chic-whether she is a stay at home mom or business woman.”
Hassett was very clear at the beginning on what she wanted to create and why. Three and a half years ago she identified a void in the women’s shoe market for an attractive sneaker, one where women could have a shoe that actually transitions all day from casual to elegant without a hiccup in their wardrobe.
Once the idea for the shoe was in place, she built a team that would help her launch the new brand. Through a series of serendipitous introductions she found her designer, Mar Espanol of Shoe Girls Studio in Brooklyn, who introduced her to a woman-run, woman-owned factory, the marketing team Grier Park with Daniella Vollinger and Bianca Brown, and the creative/branding duo Dames, founded by Jemme Aldridge and Emilie Hawtin, who all happen to be very accomplished women.
The introductory selection of cocktail sneakers comes in white, black, navy, blush, and red and range in price from $195 to $225. They can be purchased online at CocktailSneakers.com and at a select number of boutiques on the East and West Coast.
“I feel like I am re-defining sneaker culture for women. Every woman should have a few great pairs of fashion sneakers–this is what we all want to wear. It will never take the place of a beautiful stiletto but the fact that you can put on an outfit now and go to a cocktail party or out to dinner, take off those heels without people looking at you and saying you’re wearing sneakers? No more. ”
So to all fashionistas, when you find yourself on your feet you can get there from here, even if your path is walking through Quincy Marketplace cobblestones, and still look like a perfect ten.
EDITOR AT LARGE
CHIEF FASHION CORRESPONDENT
Anna Paula Goncalves
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