Long-time friends Nick Cohen (a resident DJ at Southside) and Seth Campbell might one day get their very own word in the Oxford English Dictionary — “shoewlery.” It’s like frenemy, but instead of enemies going incognito as friends, they’ve disguised shoes as jewelry, and the conceit works fabulously. Upper Echelon Shoes is the name of their unisex brand, and the shoes they make aren’t just up the echelon — they top it. Think signature sneakers with chunky 18-karat gold, silver, or gunmetal chains for laces; think Diddy wearing them to the BET awards; think an ad campaign featuring eight Amazonian bombshells wearing nothing but their undies and your shoes. Business, for these boys, is booming. And if they could have anyone in the world sport their kicks, who would it be? “The famous person that we would want wearing our shoes most is also be the person we believe would wear it best: Kate Moss,” they say. Check the Midas-touched shoes after the jump.