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Pimpin’ the Chucks June 23, 2006

Posted by David Card in Media.

You could see this coming. Sigh. But regular readers got the scoop just over a year ago, thanks to my mad cool-hunting skillz regular IM conversations with my niece.

    Recently, though, sales of the All Star have been heading north on a fast track, the result of a whirlwind marketing effort this past year that brought more than 1,000 types of Chucks to retail chains such as Foot Locker and Journeys, as well as to high-end boutiques like Barneys New York. The standard high and low tops still cost only $38, but pricey variations include gold-metallic Chucks ($72), knee-high shearling-lined Chucks ($175), pin-striped Chucks ($55) — even Chucks designed by menswear designer John Varvatos ($95). “Limited edition” snakeskin high top Chucks sell for $1,800.

    Converse’s transformation from fashion rebel to fashionista is largely the work of Nike Inc., Converse’s parent company since 2003.

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