The Teva guide to becoming a ‘cool’ brand

Stick around long enough and you’re bound to become hip, eventually. Teva — the velcro-and-rubber sandal brand, launched in the 1980s for the practical outdoorsman — is capitalizing on its new-found trendy status. On Instagram, the hashtag #TevaUpgrade reflects the brand’s new stylish direction, with pairs pictured on the feet of fashionistas, not dads on hikes.Read the full article