THE CONSUMER: Getting the Boot

New Rocks are beyond compare

Anne Kellogg

If Godzilla decided to ditch his barefoot ways, he'd probably fly on over to Downtown's New Rock Boots for a pair of Negro Reactors, a serious pair of round-toed, calf-high, 4-inch elevator boots fastened with four silver buckles and peppered with metal studs. They would be just the thing to take care of Tokyo and kick Mothra, Battra or any other giant monster's sorry ass without putting sensitive feet in harm's way. And the boots would probably last a lifetime just like the venerable radioactive lizard himself.


Of course, every member of the rock band KISS would have been interested in a pair of the Spanish-made boots too, because they are really freakin' menacing looking and virtually indestructible, just like heavy metal. Gene, Peter, Ace and Paul (we've been on a first-name basis since the John S. Park neighborhood air band formed to cover Destroyer in 1976) probably provided much of the inspiration for the line.


To get a better idea of where New Rock is coming from, you have to submerge yourself in some of the counterculture movements out there. Goths, punks, motorcycle fiends, muscular bouncer types, rock 'n' rollers; pick a group, any group, they are all huge fans. And it's not easy to generate customers from all these sects. Imagine the skull, crossbones and flames of a John Fluevog shoe meeting the utilitarian and acid-resistant Doc Marten. Now throw in some motorcycle wear with some WWF, Star Trek Borg and Terminator mixed in for good measure, and you are starting to get an idea of what these menacing boots are all about and who is wearing them.


New Rock keeps the ladies in the loop with a line of 5-inch stiletto boots, with or without metal heels, that would do any tough girl proud.


The first local store was originally in Henderson at a stripmall on Pebble Road and Eastern Avenue before it moved Downtown to Las Vegas Boulevard South, just north of Charleston Boulevard. The urban setting at the heart of Sin City is a much better fit for this funky shoe store; there would be something fake about buying authentic rebel wear in a cheerful suburb.


Typical boots start at the $300 mark and go up from there, depending upon the decor.



Anne Kellogg is a native Las Vegan with a thing for purchasing stuff. E-mail her at
[email protected].

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