DSW curates shoe collection with Tony Award-winning Broadway musical Kinky Boots.
In one of the opening scenes of Broadway’s Tony Award-winning Best Musical Kinky Boots, set in a backwater British shoe factory, the audience sees pair after pair of brown brogues rolling out on a conveyor belt. But like the rest of the show’s larger-than-life costumes and iconic boots, the Kinky Boots Collection at DSW is anything but boring. The two teamed up to launch a curated assortment of styles to be sold exclusively at DSW’s 34th Street store in New York City from Dec. 8-Jan. 3. Spanning vibrant heels to fringed boots, for every pair sold from the collection, DSW will donate $10 directly to Broadway Cares/Equity Fights AIDS, one of the nation’s leading industry-based, nonprofit AIDS fundraising and grant-making organizations. In addition, customers who make any purchase at the 34th Street store during that time will earn a $25 “Kinky Kash” gift card (while supplies last) that can be used towards tickets to see the show on Broadway.
“Kinky Boots is a musical about the rewards that come with accepting others and being true to who you are. It’s about self-discovery and self-expression,” says John Aylward, senior vice president of marketing for DSW. “At DSW we value individual style and cherish the diversity of our Shoe Lovers. We know they like to express themselves through their footwear, so this partnership just made sense.” DSW and cast members from Kinky Boots also created a behind-the-scenes video to kick off the partnership and show off some of the collection’s shoes: