Written by MARK JAEGER
Wednesday, 05 November 2014 16:42
High-end shoemaker turns playful in support of men’s health campaign
Allen Edmonds Shoe Co. is known for its high-quality, hand-crafted footwear — serious shoes for serious people.
Yet the Port Washington company has broken away from that “strictly business” persona this month to support the Movember Foundation campaign to raise money for men’s health.
The global campaign uses moustaches, real or stylized, as a way to draw attention to the cause.
Supporters who grow moustaches during the month-long campaign, including countless celebrities and athletes, are called “Mo Bros.”
“Have some laughs, grow some ‘stache and raise some cash,” the campaign slogan exhorts.
Allen Edmonds has embraced that sentiment in its usual understated manner by offering free ShoeStaches — leather kilties that resemble moustaches and are designed to be held in place by shoe laces.
The leather accessories come in two styles — traditional handlebar and brush moustaches.
Once the decorative fringes are laced onto the wearer’s wingtips, photos can be downloaded to Twitter or Instagram at #ShoeStache.
Photographic evidence of support can also be submitted to blog.allenedmonds.com.
The leather accessories are available in brown or black. Submitted photos show the company’s “Mo Bros” are more likely to sport contrasting colors on their kilties than to try to match the color of their Allen Edmonds shoes.
An employee at the Allen Edmonds Shoe Bank said matching ShoeStaches are preferred for formal settings, while contrasting colors have a casual feeling.
The wearer can show their individuality by wearing the kilties at the top or bottom of their laces.
Although the ShoeStaches are free, organizers hope they lead to donations to the Movember Foundation campaign at mobro.co/allenedmonds.
Once photos are posted, those picking up the shoe accessories are encouraged to pass their ShoeStaches along to friends in hopes of generating even more contributions to the cause.
The fun fashion statements are being offered throughout November, or as long as supplies last, at any Allen Edmonds retail or outlet store.
“We’re excited to be spreading awareness about such an important cause. We thought the #ShoeStache approach would be a fun way to spread awareness among those of us who can’t grow a mustache,”
said Paige Robinson, a senior — and female — account executive with the shoe company.
The observance of Movember started in Australia in 2004 as a way to encourage men to get involved in early cancer detection, diagnosis and treatment.
Since its start, the campaign has raised more than $175 million to promote men’s health issues.
Image information: ALLEN EDMONDS SHOE CO. hopes its playful ShoeStaches will encourage customers to donate to the Movember Foundation campaign to promote men’s health. Photo by Mark Jaeger