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That particular collaboration with Grey Ant received no love from the fashion or the sporting community – it even got skewered on the Conan show. A dismal failure, but it did get people abuzz about a brand that was pretty much on the brink of obscurity. Bad publicity is better than no publicity, I guess.
Now that the world is eager to pounce on whatever they come out with next, Teva has introduced the “Gnarkosi.” It's a mash between two of their existing shoes: the Gnar, a closed-toe sandal, and the Syrkosi, a water resistant slip-on that resembles a wetsuit for your feet. Though the company have made closed-toe shoes before, never have they done an actual, proper sneaker. With the sudden aggressive reinvention of their look, the brand seems to be targeting affluent city living professionals, wanting to abandon what they call a “granola” association.
Perhaps this was Teva's plan all along; to hustle us into paying attention to them with a feint, then rolling out a shoe that actually makes sense when we're all watching. It's still not the prettiest sneaker, arriving in some pretty garish colours like ultra violet and bright turquoise. The Gnarkosi will probably cater well to their market, even if they are trying to reach less hardcore outdoor enthusiasts. According to Teva's Marketing Director, Joel Heath, the Teva sneaker is “aimed at people who live in urban areas and but takes advantage of public parks or other green space. The Gnarkosi was designed to be a shoe that transitions from athletic activity to street or workplace without sacrificing style.”
The Gnarkosi by Teva will be in stores February 2011 and retail for about $100.
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