• Celebrating a century of the ‘blue label’ sneaker


    It’s been a century since the now famous “blue label” sneaker gave women the very first footwear concept to free them from uncomfortable high-heeled boots. Best known as the classic Champion by Keds, rubber soles allowed females more movement wherever they went while still fashioning a feminine yet casual vibe.

    With Keds’ success in the international market, the brand has continued to push the envelope since 1916 in finding new and better materials, designing more modern looks, and collaborating with influential fashion designers to keep women moving happily, comfortably and fashionably in their beloved blue label sneakers.

    From the ‘White Collection’

    From the ‘White Collection’

    Over the years, Keds has produced collections in partnership with Kate Spade New York, London-based Liberty Art Fabrics, fashion designer Mark McNairy, and Parisian concept store Colette to name a few, while staying true to its heritage.

    Worn through history by such fashion icons as Audrey Hepburn, Jackie O, and Marilyn Monroe, the brand has further had its taste of fame on the big screen and TV as Champion-shoed Jennifer Grey grooved her way to Patrick Swayze’s heart in the Dirty Dancing, and as Kelly Kapowski rocked her fave Keds pair in the halls of Bayside High in the hit sitcom Saved By The Bell.

    Five Filipinas for Keds
    This side of the world, local celebrities, personalities, and influencers joined a night of festivities to celebrate the 100th year of Keds at The Atrium of Enderun Colleges in McKinley Hill, Taguig, City.

    The event started off with snippets of significant moments in Keds’ history, and a video featuring five of Keds’ leading ladies in the Philippines—namely lifestyle blogger Laureen Uy, top model Jessica Yang, host and model Janeena Chan, style and travel blogger Bea Marin, and model and online influencer Akiko Abad—clad in the brand’s latest Fall collection as styled by Daryl Chang.

    “When you talk about young, stylish women who walk the talk, certain names are top of mind. For Keds, Laureen Uy, Jessica Yang, Janeena Chan, Bea Marin, and Akiko Abad who dabble in style and travel blogging, modeling, and more are trailblazers who are always impeccably dressed. So we chose them to be the five inspiring muses for the brand’s Fall 2016 Collection” marketing associate Karen Ong said.

    Keds muses (from left) Akiko Abad, Laureen Uy, Bea Marin, Janeena Chan and Jessica Yang

    Keds muses (from left) Akiko Abad, Laureen Uy, Bea Marin, Janeena Chan and Jessica Yang

    The sneaker according to…
    Uy of fashion and lifestyle blog Break My Style, said about the blue label sneaker, “A lot of girls now wear sneakers. You will feel very tired if you wear heels all the time, so I would probably say I’m a sneakers type of girl.”

    Host, model, and blogger Yang, meanwhile, said of Keds, “Their style is very classic. You can always match [the shoes’ with different outfits as long as you feel comfortable. When you feel good about it, you can be sure it’s a match.”

    Model and host Chan who is seen these days via Upfront at the UAAP on ABS-CBN Sports Action, said of wearing sneakers: "I love how really easy to walk in them and match them with my clothes. It’s such a classic brand and has been a staple in my OOTDs [outfit of the day], especially now that they have platforms, I really love this particular design because it really adds to your height literally, while boosting your confidence.”

    Model and online influencer Abad, whose Instagram feed is full of her adventures both here and abroad, declared Keds matches her style laidback style. She said she usually wears something comfortable in school and when she’s out, so sneakers are perfect for her. “They’re my basic pair when it comes to shoes.”

    Finally, style and travel blogger Bea Marin said she loves wearing sneakers because she’s very casual most of the time. “Sneakers are comfy and versatile so I can’t ask for anything more when it comes to shoes!”

    Keds is distributed in the Philippines by Iconic Advantage International Inc.

    Toasting a century of comfy women’s footwear: (from left) Tricia Centenera, Karen Ong, Uy, Yang, Chan and Abad

    Toasting a century of comfy women’s footwear: (from left) Tricia Centenera, Karen Ong, Uy, Yang, Chan and Abad


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