Some might say that footwear brand Airwalk doesn't hold much weight for anyone who isn't a '90s nostalgist, but one big fan was all the brand needed to inspire a party at the Hotel on Rivington on Tuesday night. Beastie Boy Adam Yauch's love of the company's retired desert boot—and the style's current revival—prompted the shoemaker to reissue a limited crop of 300 pairs for that rarified group known as tastemakers and influencers, and give away half of them at the event.
Several hundred invitees, and more than a few hopeful crashers, lined up outside the hotel in hopes of grabbing one of the 150 pairs handed out at the door. But even those who showed up too late for the freebies were still treated to entertainment, art exhibits, and an open bar. Dance troupe the Retro Kidz performed for the crowd with a seemingly impromptu routine, and sculpture installations made from old Airwalk shoe boxes—and designed by visual artists at the Sound of Art—lined the bar. Liquor sponsors Dewars and 42 Below Vodka teamed up for an extensive drink menu, including a whiskey and fresh ginger beer cocktail.
Bruce Pettet, the president and C.E.O. of Airwalk's parent company, Collective Licensing International, and vice president of product Eric Dryer, both involved with the planning of the event, intend to use the party as the platform for the 2009 marketing push, “Breaking the Mold.”
