It’s an odd-couple moment. Teva and Swarovski have teamed up for a shoe kit with crystals. With the help of DIY blogger Erica Chan Coffman of HonestlyWTF.com, the brand is offering a do-it-yourself sandal package, including Swarovski crystals and Coffman’s design inspirations, for the Flatform or Original Teva styles.
The kits hit Nordstrom.com, select Nordstrom stores and Teva’s site starting Nov. 2.
Here, Teva marketing manager Lucas Martinez gives FN the exclusive scoop.
What is one fun fact about this collaboration?
“Erica Chan Coffman [of HonestlyWTF.com] had a blank canvas going into this project. She chose all the materials for the kit and designed the pattern of the heat transfers.”
Why will shoppers be excited about it?
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“Consumers will be excited to know that they can use the DIY kit to create a personalized sandal with countless unique design possibilities.”
Swarovski and Teva are unexpected teammates. How did this partnership come about?
“Teva has been doing DIY (#TevaDIY) activations at a number of events over the last couple years, and we noticed that people were always drawn to the crystals and metallic materials we brought. So when Swarovski approached us about working together, we felt they would be a great partner in our DIY program.”
