In Phila. today, Jay-Z makes a boot-print

Jay-Z may have released his 11th studio album, The Blueprint 3, on Friday, but today the rapper is the star power behind a special-edition boot released exclusively in Philadelphia.

Just 54 pairs of the boots - called R+ Americana (short for Jay-Z's brand Rocawear, of course) - will be available starting at 10 a.m. today at locally based Villa in West Philadelphia at 52d and Market Streets and at the Gallery at Market East.

The $200 shoes, created as a collaboration by Shawn "Jay-Z" Carter, New York-based sneaker entrepreneur Udi Avshalom, and graffiti artist Stash, will help mark Villa's 20th anniversary.

"In the last 20 years, we've gone from being one store to the point where we can collaborate with the biggest names in fashion and bring a great boot to Philadelphia," said Patrick Walsh, vice president of marketing at Villa.

The timing turns out to be both meaningful and ideal. This is the first time Rocawear has partnered with a local retailer to launch an exclusive product, and the release also coincides with a string of Jay-Z-related events - some planned, some unplanned. (Along with his album release and his concert Friday to benefit the families of police officers and firefighters who died on 9/11, Kanye West interrupted Taylor Swift's acceptance speech at the MTV Video Music Awards Sunday night to say that Beyoncé, Jay-Z's wife, had "one of the best videos of all time" and deserved the best female video award.)

In the same show, Jay Z called out Lil Mama for jumping onstage uninvited during his number with Alicia Keys.

The merits of the R+ Americana are in its simplicity. The sleek high top blends familiar elements from old-school Timberlands and Polos. The chocolate-brown and black shades say hard-working man, but the squishy white crepe soles speak of leisure. The tongue of the shoe is embossed with an R+.

Web sites and blogs show that boot aficionados are happily anticipating the Americana, made from full-grain bison leather using Goodyear welt construction for strength and durability.

"It goes back to the classic American working style," Walsh said. "And it's still a hot boot."

Avshalom, owner of the sneaker-store chain Training Camp and the designer of the boot, became known on the hip-hop scene for providing kicks for Sean "Diddy" Combs, designing Wallabee walking shoes for Ghostface of Wu-Tang Clan, and dyeing Timberlands in assorted colors for the late Notorious B.I.G. He provides shoes for New York Fashion Week, taking place this week, and he is one of the licensees who makes shoes for the Rocawear brand.

After the presidential election, Avshalom decided he wanted to design a boot made in the United States to help factory workers here who were losing their jobs in droves. (Most footwear is manufactured in China.) He talked it over with Jay-Z, who agreed it was a good idea.

"When I came to Jay and asked him, he said, 'When was the last time you made a boot in the USA?' " Avshalom said. "It's much more work. It costs more money. It's much more of a headache. But we decided to go ahead and do the work because we were dedicated to making the product here."

The boot is manufactured at Cove Shoe Co. in Martinsburg, Blair County. Each box has a cobalt-blue message written by Stash: ROC boots Handmade in USA . . . Happy 20th Villa.

While the group made only 54 pairs to create demand, it may release additional shoes, although likely with a new look, in the future. Avshalom already is in talks with Stash to design a new box. In the meantime, Villa has exclusive rights to release the boot first, a coup that came as a result of Avshalom's long-standing relationship with Villa owner Jason Lutz.

The boot already was in the works - Avshalom had designed eight versions - when Lutz was visiting his New York store and noticed a sample of the boot on Avshalom's desk.

Lutz asked Avshalom if he could sell the boot at Villa and when Avshalom told him the boot was made in Pennsylvania, Lutz wheeled and dealed his way to an exclusive arrangement. After all, Avshalom said, how could he turn down Villa's 20th birthday wish?

"At the end of the day, if we can get one factory worker a few extra hours in this economy, then we have done our job," Avshalom said.