A few days ago, Babble’s Joslyn Gray posted 10 Things I Hate About Skechers’ New ‘Daddy’$’ Shoes. In the piece, she notes that the name “Daddy’$” is pronounced “Daddy’s Money,” which is so very Ke$ha and totally gross of Skechers. As Joslyn points out, the commercial associated with the shoe line is totally abhorrent – as is the entire marketing campaign around the line. I can’t disagree with Joslyn about that. What I can tell you, though, is that just a few weeks ago I bought a pair of sparkly high-top Skechers for my daughter, replete with the hidden 2″ wedge “to make you taller!,” and I absolutely totally, fully adore them.
I am a bad feminist!
Now, a couple things to consider here, though, before you burn me at the stake like a witch:
1.) There are almost no shoes or sneakers available for girls on the market right now that aren’t covered in some type of sparkly/rhinestone-studded vomit, so like it or not, you just kind of have to go with the flow there. And though I don’t always like it (I don’t want any girl to feel she has to be a walking tiara for chrissakes), I do like sparkle from time to time. Glitter is fun! Just ask your favorite drag queen. (Full disclosure: I own silver disco ball Chucks that I have almost worn out.)
2.) The sneakers I bought my 7-year-old daughter are NOT called “Daddy’$.” I’m sure I would have passed them by if they were. They are branded “Hydee,” presumably because of the hidden wedge inside the sneaker. What’s in a name, Shakespeare? A sneaker by any other name might not smell as sweet. Essentially, the “Hydee” line is the kids’ version of “Daddy’$,” which as Joslyn notes start with women’s size 5 1/2.
3.) Though I would normally be against my daughter wearing high heels, I actually like the function of the hidden wedge in these sneakers because a little added height prevents her yoga pants from getting caught on her heels, and hey – what’s so bad about that?
4.) I made sure the wedge didn’t compromise comfort and stability before buying. The shoes are actually really well-made and match pretty much everything in my daughter’s wardrobe, so they get lots of good use.
Those things considered, I put my feminist misgivings aside and bought the damn shoes. Frankly, they are cute as ish. This goes to show you, I think, the power of imagery, marketing, advertising and branding. What is essentially the same shoe goes from being totally okay in my book to “skankerrific” in Joslyn’s book with just a few tiny tweaks. Amazing, huh?