Recently, as a part of the official Fashion’s Night Out for Caterpillar at Harney and Sons in Soho, I hung with singer and spokeswoman Shontelle who was there to promote her new line of boots with Cat Women. The place was packed with buyers and Shontelle fans who came to hear her sing her international mega-hit, “Impossible” – but before she welcomed her legions of fans, she wanted to share something with Socially Superlative, and luckily I was on hand to take note.
Darrel: What is the story you’re telling with these boots?
Shontelle: It all started out with the Earth Mover campaign Caterpillar started for strong women. In America, people don’t realize Caterpillar is a global brand, the US is the company’s smallest market but this brand is worldwide. They decided to bring me on board to help them establish a new face for the brand of Cat women specifically for strong women who are fashionistas, fierce on and off the trail.
Darrel: Is this part of a larger plan?
Shontelle: It was a seed that got planted and it started growing. They later approached me about designing a few shoes and it just went from there, and now this is how Cat is reinventing themselves.
Darrel: How is this part of your reinvention?
Shontelle: Especially in the Pop genre, you have to stay relevant. For me this was an outlet for my fashion style with a company I trust. I always felt there was a way to do rugged boots that are sleek and sexy for today’s modern woman. I live in NYC and ain’t nobody trying to be walking in stilettos on cobble stone and brick in Soho. So I thought, how could I design boots for the Soho sheik downtown chic who is also a lady. This is fly to hit the club but you could go shopping in these, and at the same time your feet are not going to hurt. And if it starts raining, your pedicure will be safe. Read More Here.