Monday, May 30, 2011

LIQUID SHOES


With the rains coming down in torrents , there is no need to be sad and blue, wondering how your suede pumps would be able to weather the storm.  Well fret not, as the Jelly soles are here to save the day.

Joca Jelly as the flat sole version of these beautiful foot wear were being referred to as in the days of yore, have made a sexy comeback. The jelly shoes became a fad in the mid 1980s, when a pair could frequently be purchased for less than one US dollar. Like many fashions do, jellies made a comeback in the late 1990s, and again in 2003, re-gaining popularity with new styles .Now referred to as  Jelly shoes or jellies, theses  are shoes made of PVC plastic. Jelly shoes come in a large variety of brands and colors and the material is frequently infused with glitter. Its name refers to the semi-transparent materials with a jelly-like sheen.

I’m not entirely sure how the heel stays erect but I guess it does. The jellies which today have been made popular by the melissa brand- the original ‘jelly’ born in 1979 in Brazil.  For over 30 years the melissa label has been creating and designing shoes that are exported to all parts of the world.  melissa is made from PVC, which is especially manufactured by the Brazilian company Grendene in its plant in Brazil.  Researchers in its laboratory have already developed more than 70 formulations of PVC, thus enabling the company to produce injection moulded shoes of outstanding flexibility, comfort and design.

The melisa brand takes pride in being fashion-forward, fresh (with the signature candy scent), and creative. Besides Vivenne Westwood, there are also other colaborations from designers such as Jean Paul Gaultier, Karim Rashid, and Zaha Hadid. -Melissa's parent company,  the shoes are infused with a slightly sweet, bubble gum smell to keep them from getting that traditional jelly funk.Anyhow, It’s not too late for the shoes of summer!













 














AND FOR THE MEN.....

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