There’s a cult shoe brand that is going to blow up very shortly. It’s called PASTRY, heard of it?
The line is described as "street but sweet", that is, urban streetwear strictly for the ladies. The designers and founders are two sisters, Angela and Vanessa Simmons. They happen to be the daughters of Rev Run, as in Run DMC. Oh and their uncle is Russell Simmons, who is about to get divorced from Kimora Lee Simmons, the creative director for Baby Phat. AND, the girls along with their family are on an MTV "reality" series called Run’s House, which is about to premiere its fifth season on July 16.
These girls started out halfway across the finish line, but so what… they are clearly grinding it for all it’s worth! Last year Pastry grossed $15 million in sales in its debut year, and in 2008 they’ve expanded the line to handbags and apparel. No doubt their marketing machine will make sure the line will be featured in every episode of Run’s House. Hopefully it won’t turn the show into an infomercial.
With the season premiere just around the corner, the brand is running commercials for Pastry footwear, and is hoping to cross over to a broader audience. The Pastry hitops, an 80’s throwback, are the hottest items in the collection so far.
My prediction: Pastry is just bubbling beneath the surface; I expect to see them explode and hit mainstream later this year. You read it here first, kids.