Slippers were a commodity product, yet their warm, comfy and slightly retro characteristics fit perfectly with Hush Puppies brand positioning.  All the slipper category needed was a little "fun" to become a perfect brand extension.

Jeff, working with Owen Baxter, Jeffrey Miller, J. Walter Thompson Public Relations in the US and Camron PR in London, conceived and launched the HP Lounge concept on two continents.  Style cues came from eveywhere -- Jayne Mansfield, Fred MacMurray -- even the kids in Soho.  The result?  A shoe-in.

Suddenly, teens began wearing slippers on the street.   Fashion magazines were full of slipper fashions.  HP Lounge made its way into the Saks Fifth Avenue holiday window and into the shoe boutiques at Barney's New York and Selfredge's in London.  Wallpaper magazine ran a special HP Lounge advertrial -- the magazine's first.  Hush Puppies created a press "lounge" in its trade show booth complete with lounge music.  HP Lounge extended Hush Puppies "on trend" market position wile it reviltlized a tired category.

Jeff and the Hush Puppies team added new life to a tired category while building brand position.  Following HP Lounge, Hush Puppies branded slippers became an extension of the Hush Puppies product family.