Billionaire Sara Blakely is reentering the entrepreneurial fold after selling a majority stake in her shapewear brand Spanx to Blackstone in 2021.
Her next act? Footwear brand Sneex, billed as a hybrid between a sneaker and a high heel.
There are three styles at launch in a variety of colors, priced between $395 to $595.
Blakely floated the idea of comfortable stilettos in 2013, and the venture has been in the works for eight years, according to Sneex’s website. The shoes are designed with a widened toebox and more balanced weight distribution, the company says.
Blakely has teased her “new invention” online — including her husband’s reaction to a prototype — but early reception on social media has been mixed.
Gilbert Flores/Variety/Penske Media via Getty Images
Some people loved the concept of Sneex, but weren’t so sold on the aesthetics.
“Definitely seems like a thing that should exist but… why does it have to look like that,” one X user wrote.
“They are def ugly — but people also said the same thing about crocs, and look how successful they’ve been, mostly due to comfort,” another said.
Others were firmly on board, calling Sneex “super cute.”
Casey Lewis, a TikToker covering trends, noted the wedge sneakers popularized by Isabel Marant in the early 2010s are making a comeback, though she also critiqued the look of Sneex.
Sneex did not immediately respond to a request for comment from Business Insider.
After Spanx, Sneex marks Blakely’s latest bid “to advocate for women through product,” she said. She’s not the first to tackle comfortable heels, with a number of companies dabbling in the space.
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