So as you all know, last week I did a blog post entitled ‘Throwback Thursday’, here I gave you guys a number of urban wear brands from the late 90s and 2000s that dominated black culture, however, I didn’t give you any background information on those brands so this is where this series comes in. I am going to educate you on these brands and show you why they should never be forgotten starting with pastry shoes!
Launched in March 2007 Pastry came at a time when sneakers weren’t a big thing among girls/ women. Pastry Shoes was founded by Vanessa and Angela Simmons in order to allow young girls to create unique looks in order to express themselves. Pastry Shoes were designed to be “sweet, chic, and unique”.
At the time of their launch, people were dressing like Serena and Blair from Gossip girl and our favourite 90210 characters. Sneakers were a thing for boys/men, they were not worn for fashion but for sport and dancing hence why Pastry marketed themselves as the number one dancing shoe in the US at the time. Sisters Vanessa and Angela Simmons were the faces and designers of the brand which is one of the reasons why the brand excelled so much in its time – having two famous founders gave the brand the kind of built-in marketing engine no amount of advertising could buy. In a way, they opened the way for influencer marketing, these two started their brand on their father’s reality TV show – runs house and fans were able to follow their entire journey, from the initial idea to their actual shoe launch garnering a huge fan base. In addition to this, the brand utilised social networking sites like Facebook and myspace to push their brand, here they would post video blogs of the sisters and new ads/ promotions. This brand was clearly ahead of its time and it breaks my heart to know that pastry is no longer what it used to be, it hardly even exists.
As mentioned before, the brand launched when customers wanted something loud and fresh. “From the bold colours to the fresh silhouettes, Pastry is right where it needs to be,”. The shoes came into the market at a good time because no other brands were doing what they brought to the market. People recognised this and that’s why fashion enthusiasts like myself fell in love with the brand. I remember these were all that I ever used to talk about and then my brother got me them in 2011 (literally just before they died out) and I wore them everywhere I went, from that point no other shoe mattered, even if it didn’t go with my outfit I still wore them. These were the first pair of trainers I adored and probably the start of my sneaker addiction! But now looking back on these shoes I cringe a little because I could never imagine my ever wearing these with my sense of style now, they’re what you call a true ugly sneaker, however at the time I was a child so if they were ever to come back into fashion I think they’d be great as a children’s shoe. The bright colours and patterns just make sense for children.