Bad Feminist Confession: I Bought My Daughter Skechers with a Wedge in Them

skechers, skechers hydee, skechers wedge, skechers daddy's money, skechers daddy'$
Yes, I let my 7-year-old wear these. We both love them.

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?

Article Posted 3 years Ago
share this article
facebook twitter tumblr pinterest
See Comments
what do you think?
share this article
facebook twitter tumblr pinterest
See Comments
what do you think?
what do you think?
close comments
Subscribe to the
Welcome to
Sign Out
Follow us on