Nike and Adidas have been making hip kicks for years, but mainstream fashion brands from Lacoste to Michael Kors are now selling sneakers as casual footwear - and trying to claim a share of the $15 billion market.
Michael Kors has a faux python metallic ($109) sneaker. Creative Recreation, started by two former Vans executives, sells sneakers in zebra stripes and a kaleidoscope of colors. At Generic Many, the sneakers are made from Italian leather and sell for $200. "These are sneakers you could wear with at T-shirt and jeans or $3,000 suit," said Brandon Day, a Generic Man founder.