This Shit Is Getting Hectic: Strange New Players in the Hi-Top Market

The Independent (UK) reported yesterday that that even more luxury retailers are entering the sneaker market 'cause that's where the dollars are!

Kanye West has designed for Louis Vuitton, with last year's range selling out super quickly, and men's hi-tops in the luxury goods market are ubiquitous - think Hugo Boss, Dior Homme; and then Japanese brands such as Comme des Garcons or Spring Court (which may not be a luxury brand but do have a luxury price tag).

But, when Havaianas are launching a range of hi-tops, I'm getting worried. Sure, they're likely to make money and people will buy them - shit, we spend $18-25 on a pair of flip-flop thongs, so their brand name is obviously selling itself - but, who are they going to get to endorse this?

I say this because Kanye West is heavily involved (or at least shown to be through viral hits on YouTube and his own blog) in the production of his collaborations with LV. This brand association works; but Havaianas Hi-Tops just seems weird. Where's the "super cool" factor going to come from?