Heels with an Adaptable TWIST


Transitioning from daytime casual to nighttime dress often means carting around a second pair of shoes or leaving and extra pair at the office or in the car… it’s cumbersome and inconvenient. What we need is a footwear TWIST that liberates our choices… and that’s exactly what French shoe designer Tanya Heath has done. They’ve TWISTED to create one shoe with interchangeable heel options, giving the wearer control and the freedom of choice.

They provide one pair of shoes, with multiple, snap-on, heel height options. The shoes and heels are sold separately-and the extra heels fit handily into a handbag. A huge plus for end of the night moments, when you are tired and want to slip into a more comfortable heel.

Tanya Heath literally walked a mile in their target market’s shoes. They weren’t afraid to TWIST outside the (shoe) box and de-construct the traditional product experience to come up with a more user-friendly option.

Sometimes the parts are greater than the whole. Is there something you could de-construct to come up with an innovative solution that makes life easier for your market?

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Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

A New Twist to Solve the Old Problem of Wet, Ruined Shoes

Solving a personal problem can lead to powerful innovation. Tired of winter snow and slush ruining your boots?  Cassandra Droogan, Founder & President, PYSIS Inc took her inspiration from her father’s galoshes and created an exciting new product with a TWIST. Read her guest post here, below – it might inspire you to pursue that idea you’ve been musing about. And make sure you see her special March & April offer for BrandTwist readers.

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It’s important to focus on branding from the moment a product or business concept is conceived.  But, I think that most often the final (& ever-evolving) DNA of a brand grows and takes shape as the business grows.  So, when I recently met Julie Cottineau and was introduced to her strategy of brand twisting, the timing couldn’t have been more perfect.  A great time to TWIST my brand just as we’re making our big “splash” in the market!

I began designing PYSIS (pronounced Pisces) – a new style of overboots (rain boots worn OVER shoes) to protect women’s high heeled shoes from rain, slush and snow – years ago.  I was inspired by my dear old Dad’s rubber galoshes that he wore over his dress shoes when I was a kid.  It always frustrated me that there wasn’t a similar solution for women’s high heeled shoes – something that we could wear over our wedges and pumps to protect them from the elements.  I wanted my favorite shoes to last and I wanted to wear them when I wanted – whatever the weather.

So, I set out to create a solution: A TWIST on the men’s rubber galoshes of yesteryear.  PYSIS needed to function for heels and wedges, as well as match a woman’s sense of style. This ultimately took the shape of an overboot with a patent exterior – inspiring the style name: “Posh Galosh” – and an elastic closure so it could open wide enough to fit a shoe inside and then contour to the wearer’s leg and hold the shoe securely in place.

Given that my background was in the corporate banking industry (following six years as a lifeguard, where I also prayed for rain on a daily basis!), this development process took some time.  So, my branding journey began while designing a prototype made in NYC’s garment district in 2008, and has evolved as design improvements were made, production was secured, costing was finalized and the product finally hit the market on www.PYSIS.com.  And now Amazon and Shoebuy.com as well.

I’d spoken to many women over the years about my overboots.  Some loved that they’d be able to wear their favorite shoes in bad weather (or the threat thereof!), some hated ruining a new pair of shoes each season and very often I heard excitement over eliminating the need to carry an extra pair of shoes and search for storage for heavy, clunky rain boots.  I would chat, demo the latest prototype, explain the latest challenge… and listen to each person’s reaction and what resonated with her.

But, there really is nothing like actual customer feedback to provide direction for a brand.  With the original “Posh Galosh” style now out there saving women’s shoes, PYSIS can TWIST its way through April showers and on to great things to come!  Our March and April Special Offer (www.pysis.com/SpecialOffer) encourages fans to share PYSIS with their Facebook friends and the first comment we received included a customer exclaiming how excited she is for a busy spring and to no longer have to worry about “the dash from car to party in April”.  We’re so looking forward to hearing more of our customers’ feedback and stories!

There is so much potential for this product and brand and I’m looking forward to continuing the evolution.  Now with Julie’s brilliant guidance, the prospect of TWISTing with some of the brands I’ve admired over the years is very exciting and inspirational.  What would Spanx do??  Hmmm…





Cassandra Droogan is Founder & President, PYSIS Inc.

Connect with her on Twitter: @PYSIS and on Facebook: PYSISINC






 If you would like to be a guest blogger for BrandTwist contact Jamie@BrandTwist.com for more information.