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| Daniel Garofali, Matty Bee, Joan Rivers, Rupert Noffs |
The Shuttle has been keeping up with former Sydneysider Rupert Noffs who it appears, has settled nicely into an apartment in Manhattan to the extent of mastering that all important staple-chicken soup!. Helping out is ace New York publicist Kelly Cutrone whose contacts are next to none in the USA.
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| Glee star Kevin McHale in his Gideon Shoes NYTimes |
According to our new York spy Rupert's also been doing the rounds: fashion week, top night spots, Halloween parties, meeting Beyonce and Joan Rivers, fighting with Lindsay Lohan over a taxi -as one does- but more importantly, promoting Gideon Shoes, the business set up by he and his brother Matt Noffs.
For those not yet in the know, Rupert and Matt are the grandsons of Sydney saint the late Rev Ted Noffs who started the Wayside Chapel in Kings Cross in 1964.Matt and Rupert have parlayed that charity spirit into Gideon Shoes, the fantastic and stylish shoes that are made ethically in Australia. That means no slave labour in the Third World (or here!).
Respected US writer Naomi Klein tried to tell the world decades ago that ethical manufacturing was the way to go. Local shareholder activist and journalist Stephen Mayne has been saying likewise.
Rupert and Matt started Gideon Shoes in order to fund The Street University, the kid's retreat in Western Sydney set up by Matt and wife Naomi. 11.000 kids a year are benefiting from the Street University and in 2009 they were given the seal of approval with a visit from then PM Kevin Rudd and HRH Prince William.
Now they are tackling the USA and it really is just a matter of time before the penny drops with US fashion editors-their shoes are there to stay. Already the New York Times has featured them with Glee star Kevin McHale wearing a pair. It's surely just a matter of time before Anna Wintour is spotted striding up Fifth Avenue in her Gideons.
## If top New York publicist Kelly Cutrone is on your case, it's pretty well taken for granted that success is imminent. Here is a clip from Dr Phil shown last month on Australian TV where Kelly reads the riot act to a couple of guests.
