Of course he knows what he's doing.
It's worked before and here it will work again. At least in Kenneth Cole's definition of the word "work."
On Thursday, Cole posted an eminently judged tweet that reads: "'Boots on the ground' or not, let's not forget about sandals, pumps and loafers. #Footwear."
He'd like you to get angry. He'd like you to foam at the mouth and spit in his direction. Perhaps a metaphorical boot in the groin wouldn't go amiss.
This is PR. Which is an acronym for Please Ridicule.
This is also the man who
Naturally, an apology came a little later. Well, at least he didn't claim he was hacked.
You must decide how to react to Kenneth Cole's sweet, playful, ticklish little tease on the subject of people who were murdered by chemical weapons.
Or you could just decide to vote with your feet.