Footwear Plus | December 2020

DECEMBER 2020 VOL 30 • ISSUE 10 • $10

AMERICAN BEAUTIES Pretty Spring Staples that Ring the Register 2020: A Really Good Year— for Lamo Skechers’ Michael Greenberg Goes Back in Time Snakes Alive!

Style Hall of Fame: Ecco Yucatan

2020 PLUS AWARDS

EXCELLENCE IN DESIGN & RETAIL

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BRAND OF THE YEAR

SLIPPERS

COMFORT SPECIALTY

c Birkenstock

c Minnetonka

c V&A Bootery,

c Crocs

c Ugg

Kalamazoo, MI

c Dr. Martens

c Acorn

COMPANY OF THE YEAR

WORK BOOTS

c Skechers

c Carhartt

c Deckers Brands

c Timberland Pro

c VF Corporation

c Keen Utility

c Burch’s Shoes,

Eugene, OR c Beck’s Shoes,

San Jose, CA c Michelson’s Shoes,

Lexington, MA WOMEN’S COMFORT

OUTDOOR

c Born

c Ecco

NATIONAL

c Dansko

c Merrell

c Journeys

c Birkenstock

c Salomon

c Nordstorm

MEN’S COMFORT

SUSTAINABILITY

c Ecco

c Timberland

c OluKai

c Adidas

BOUTIQUE

c Geox

c Twisted X

c Lori’s Shoes,

BOOTS

CHILDREN’S

c Ugg

c Skechers

c Dr. Martens

c Crocs

c Blundstone

c Vans

c Zappos c Foot Locker

Chicago, IL c Market Street Shoes,

Seattle, WA c Main & Taylor,

Raleigh, NC ATHLETIC

INSOLES

c Hoka One One

c Aetrex

c On

c Superfeet

c Brooks

c OrthoLite

c Pratt’s Shoe Salon,

Naples, FL

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Foot Locker Foundation, Inc. .J.W. Weaver Shoe Carnival, Inc.

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footwear employees and their families stuggling to make ends meet.

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D E C E M B E R 202 0 F E AT U R E S 10 A Really Big Year Jerry Breig, COO of Lamo Footwear, on the sheepskin-based brand’s record sales and why the best is yet to come.

By Greg Dutter 16 Ground Breaking How Ecco’s Yucatan sports sandal, the latest Footwear Plus Style Hall of Fame inductee, redefined the category.

By Greg Dutter 22 Snake Charmers Tempting textures and prints that whisper buy these shoes.

By Nancy Campbell 24 Rites of Spring Perennial sneaker and sandal best-sellers that brighten the day and lighten the mood.

By Nancy Campbell

D E PA RT M E N T S 6 Editor’s Note 8 This Just In 13 Trend Spotting 18 A Note to My Younger Self 23 Trend Spotting 36 Upclose Comfort 38 Shoe Salon 40 Last Shot

Caroline Diaco President/Group Publisher Greg Dutter Editorial Director Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL Emily Beckman Associate Editor Kathy Passero Editor at Large Kirstin Koba Contributing Editor Melodie Jeng Marcy Swingle Momo Angela Contributing Photographers ADVERTISING/ PRODUCTION Jennifer Craig Associate Publisher Laurie Guptil Production Manager Kathy Wenzler Circulation Director Catherine Rosario Office Manager Mike Hoff Digital Director WAINSCOT MEDIA Carroll Dowden Chairman Mark Dowden President & CEO Steven J. Resnick Vice President & CFO OFFICES

On cover: Gabor platform leather slides with rubber soles.

PA G E

24

This page: Leather sandals with grippy rubber soles by Quoddy.

Photography by Trevett McCandliss; model: Izzy Pawline/Supreme Model Mgmt; hair and makeup by Nevio Ragazzini/ Next Artists, using makeup

by Tom Ford and hair product

by Living Proof and G3; styling by Nancy Campbell.

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4 footwearplusmagazine.com • december 2020

TM

WZX0001

Women’s Zero-X TM

INTRODUCING THE

NO GLUE SHOE COLLECTION Our Zero-X™ collection features a revolutionary and eco-forward stitching method that eliminates the need for glue in the production process.

TO VIEW THE COLLECTION, VISIT TWISTEDX.COM/ZERO-X © Twisted X 2021

ED ITOR’S NOT E

Going Viral

JUST DO IT. IN THE SPIRIT of the heroes who’ve been working around the clock to create vaccines for the Covid-19 virus, Nike’s legendary ad campaign comes to mind.

What once took years may be achieved in mere months. A coronavirus vaccine success rate that was once deemed acceptable at less than 50 percent effectiveness is being shattered with a potential success rate of 95 percent. What many said could never be done is being done. The raw power of relentless determination, talent, teamwork and the human spirit is magnificently on display. It could well be one of mankind’s finest hours. Against all odds, these incredible scientists are about to just do it!

While not on a scale of potentially saving hundreds of millions of lives from a virus and the entire world economy to boot, the industry that spawned the Just Do It tagline exhibits a similar against-all-odds, can-do spirit. How else, for example, did Nike evolve from the dreams of a track junkie with zero prior shoe—or any business experience—50 years ago into a company valued just shy of $35 billion today? By many of the same attributes of the vaccine researchers, of course. Few in the world of business have exhibited the relentless drive to innovate, disrupt and ultimately succeed that Knight did.

The Greenberg family is another great Just Do It example—twice!

Patriarch Robert Greenberg first built L.A. Gear into a nearly $1 billion entity—not bad for what started out as a roller-skating rental shop—before the family did it again from scratch with Skechers, now more than six times the size of L.A. Gear and growing. Michael Greenberg, president, says the key ingredient of the success was his father’s ability to dream big. “He is passion, and it’s infectious,” he says in this issue’s A Note to My Younger Self (p. 18). Greenberg eloquently looks back on a life of shoe industry successes, revealing that none of it would have been possible without his strong family ties—nor would it have been nearly as gratifying.

The Greenbergs build big shoe companies from scratch. That’s just what they do. They’ve also built a pretty big charitable foundation, highlighted by the Skechers Pier to Pier Friendship Walk, an annual event that helps children with special needs. To date, it has raised nearly $15 million for the cause. It’s another terrific example of just doing it—and making a huge difference in thousands of families’ lives in the process.

In Greenberg’s note, he recalls the times in grade school when he used to walk kids with special needs to their next class, and how that simple gesture of kindness planted the seed for this charity. It’s one of the most memorable passages we’ve published in our 30 years of existence, even though it doesn’t refer directly to shoes at all.

This issue is chock-full of other Just Do it examples. Take Twisted X and the launch of its Zero-X collection, the first-ever “no glue” shoes (p. 37).

It’s never been done, mainly because people said it couldn’t be done. Until CEO Prasad Reddy and his team set out to change that. Three years and a lot of hard work and a breakthrough stitching technique later, the company has achieved its goal: not a single drop of toxic glue used—good for the environment and factory workers. Even though there was no public outcry demanding glues be removed in the manufacturing process, Reddy just did it. It’s the right thing to do, he says. Along those lines, every improvement that Twisted X makes in its mission to be as sustainably run a business as possible is a step in the right direction that gathers momentum. Sustainable practices are infectious—in a good way—and Zero-X, as you will learn, is rife with green and good attributes.

Then there’s the story of Ecco’s Yucatan sports sandal, the latest entry into the Footwear Plus Style Hall of Fame (p. 16). It’s another example of a breakthrough design that redefined a category. And like many iconic footwear styles, its growth has been largely viral—word of mouth knows no bounds when something is truly that good. In the case of this walking shoe in the form of a sandal, it’s the comfort, support, durability and versatility that consumers rave about. Fourteen years down the trail, the Yucatan, relatively unchanged from the original version, remains a category standard bearer and a reliable profit source for retailers. The story of how it came into being and smashed a price ceiling proves, once again, everyone is potentially one shoe away from similar fame and fortune. It’s the main reason we all just do it, right?

Sure, creating an iconic shoe is easier said than done, and there are far more misses than hits, but our industry remains an open market. New blood, fresh concepts and unlimited expectations propel us forward—even in the face of epic headwinds, like this year has unleashed. One great shoe and it’s off to the races, igniting a frenzy of one-upmanship and sales.

Success is highly contagious. It’s why I urge every company, including those yet to come, to just do it.

Greg Dutter

Editorial Director

6 footwearplusmagazine.com • december 2020

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THIS JUST IN

Hipsters on the Hudson The artsy Upstate river enclave of Hudson, NY, is home to many trendy transplanted New Yorkers seeking space and serenity. Photography by Marcy Swingle

8 footwearplusmagazine.com • december 2020

Q&A

BY GREG

DUTTER

A REALLY BIG YEAR

J e r r y B r e i g , C O O o f L a m o F o o t w e a r, o n t h e s h e e p s k i n - b a s e d b r a n d ’s r e c o r d sales in 2020 and why the best is yet to come.

IF IT COULD go badly, it did. If it could fail, it did.

Welcome to 2020, the year where it seemed nothing went right. The economic meltdown, brought on by a killer pandemic, unleashed death and despair on an epic scale, with political division, racial unrest and Western wildfires serving as a dystopian backdrop to an already full-blown horror show. The fallout in the footwear industry was no better: unprecedented furloughs, layoffs, production freezes, canceled orders, returns, plummeting sales and closures. The new normal, ushered in at warp speed, is anything but normal in regard to how millions of consumers dress, work, shop, live…you name it. Brands and retailers, forced overnight into a Hunger Games-esque arena, are trying desperately just to survive.

Then there’s the story of Lamo Footwear, a reassuring bright spot in a sea of darkness. Celebrating its 25th anniversary this year, its sales are not only up, they will smash records. For starters, it’s good to be in the slippers business when nearly the entire country flips a switch to work and attend school from home. But COO Jerry Breig says there’s a lot more to it than a slippers windfall or an anniversary sales bump contributing to the company’s expected 35-40 percent increase in sales in 2020. In fact, Lamo has been on a steady growth path over the past five or so years. Ever since Breig joined the Corona, CA-based company 10 years ago he has been methodically positioning it for scalable growth, expanding the offering beyond sheepskin styles while servicing the unique needs of its growing customer base that spans surf boutiques to big box chains. That scalability, Breig believes, has been a key factor as to why Lamo has kept pace with the unexpected explosive growth this year without flying off the rails.

“I built a scalable business from the time I came here, because that’s what I know,” Breig confirms, crediting mentors from his early skate shoe days for the approach. (He was employee No. 1 of DVS Shoe Company, which rocketed to nearly a $100-million entity during his nine-year tenure.) “I had some really great mentors, one of whom was Mark Feig, who was instrumental in the growth of Nike in the ’70s and 10 footwearplusmagazine.com • december 2020

Q&A

was CEO of DVS for several years when I was there.

I learned from him to always build your business scalable. No matter what volume level you are at, if you put the right people in the right places you can build your business quickly and properly.

And if you do have an explosion, under the right supervision, you can manage it.”

Take Lamo’s Cozy 365 program, for example.

Aimed at making slippers a year-round business, the program was successfully introduced a few seasons prior and, subsequently, put the company in a strong inventory position going into 2020.

(Many other slippers brands remained focused on the second half of the year for carrying a larger inventory.) “We were confident that we would carry through business,” Breig says, citing its extensive marketing efforts that, essentially, drove home the message that tile floors are cold year-round.

It helped that Lamo’s company-owned factories only had a delay of about three weeks before resuming production. More importantly, Breig says Lamo bucked conventional wisdom that saw many companies cut back drastically or shut off production entirely. “We definitely did not turn off the faucets,” he says. “We knew it would come back to us, and we wanted make sure we would have goods to cover our customers in the fall.”

Another key aspect contributing to Lamo’s success this year harks back to Breig’s retail roots. (He cut his teeth as the footwear buyer for 118 Board Shop, which spawned DVS Shoe Company.) He speaks the language and understands what retailers need most from a vendor. For example, soon after the pandemic kicked in, Lamo rolled out its Covid Relief program, offering retailers extended dating, discounts and ways to sell its products if their stores were closed. “We opened a drop-ship for all program that allowed even small boutiques to sell directly to their customer base,” he says, noting that many have mailing lists, catalogs and other ways of connecting with their customers. Breig reports boutiques from across the country have taken advantage of the program. “We worked with our logistics and warehouse partners to make it is as seamless as possible, and it’s been great,” he says. “If we can help any customer maintain their business at any level, then I feel like we’re doing a good job.”

As early as mid-April, Breig says Lamo began to realize that 2020 might be unlike any year in its history. That’s when it started registering daily and weekly sales numbers in its drop-ship and DTC channels that it normally sees October through December. Sales among its sporting goods and farm and ranch partners, many of which stayed open as essential businesses, also began spiking.

Lamo also began adding a roster of new accounts in desperate search of slippers. “It was really eye12 footwearplusmagazine.com • december 2020

O F F THE CU F F What are you reading?

Think Big, Act Small by Jason Jennings. It’s been around for a little while, but it brings me back to my roots: how to keep that start-up spirit.

What was the last movie you saw? The last in an actual movie theater was Star Wars: The Rise of Skywalker.

What did you want to be when you grew up? Funny enough, a CEO. I grew up skateboarding, so wanting to be that was a far cry from where I was at the time. But my calling quickly went to core, small businesses. I wanted to be an important part of a company, for sure.

What was your first-ever paying job? A bagging clerk at an Alpha Beta grocery in Sylmar, CA. Who is you most coveted dinner guest? It’s always been my family. My five kids are grown now, so any time I can get them close is a big deal for me.

What are you most proud of?

My kids. The proudest thing you can be as a parent is watching them grow.

What might people be surprised to know about you?

That I started my footwear career 25 years ago in the action sports industry. I was employee No. 1 of DVS Shoe Company, one of the most famous skate shoe brands of the mid ’90s and ’00s.

opening, and it has picked up steam since,” he says.

“We’ve turned product over two or three times since this summer with some customers, and we’ve been able to maintain a healthy inventory.”

Not that Breig ever would have sought this pandemic-induced sales infusion. Asked to sum up 2020 in brief, he says, “Really tragic.” In fact, last December Breig was more than content with the modest growth the company had forecasted for the year. His team was eagerly anticipating the numerous anniversary celebrations planned at various trade shows as well as the Spring ’21 debut of its Baja collection of non-sheepskin styles led by its new Lamolite soles and backed by a 30-day comfort guarantee. “I’ve been in this industry a long time and our Lamolite soles are one of the most comfortable products that I’ve ever worn, and we put our money where our mouth is,” he says. “It’s a huge step for us to put that claim out to the industry.”

What is your motto? I can do that.

What is your favorite hometown memory? I grew up in the San Fernando Valley suburbs of L.A., and it’s the camaraderie of skateboarding with friends. Just those latenight grinding sessions when you’re 14 years old…

The movie Mid90s comes to mind. That was a true adaptation. (Director) Jonah Hill lived that life. I remember going to the Santa Monica courthouse on weekends to skate and Jonah was one of the faces in the crowd.

Equally significant, Breig says the collection continues Lamo’s path from a fur-lined, niche business into a complete casual footwear brand.

Breig is confidant Lamo is well on its way to achieving that goal, guided by his overarching philosophy to think big while acting small. “I don’t like to use the term ‘think outside the box’; I like to think there is no box,” he says. “We have to continually think of interesting and exciting ways that allow our consumers to get our products, whether that’s through DTC, third party ecommerce or stores they like shopping in or ordering through our drop-ship program. We try to build programs that work for anybody.”

Breig’s master plan also involves patience. The cautionary tale of brands that burst onto the scene only to collapse under the stress of weak foundations is all too familiar to the veteran of the action sports industry. Brieg is fine with Lamo playing the role of

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PH OTOG RAPHY BY T REV ETT MCC AND L I SS

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FULL DECK T h e m e n’s s t a p l e g e t s a s p o r t y m a k e o v e r.

1. Twisted X 2. Bearpaw 3. Quoddy 4. Propét 5. Florsheim 6. Reef

2020 december • footwearplusmagazine.com 13

Q&A

the tortoise, if necessary. This is an ongoing journey, not a 100-meter dash. “We’re looking at our business with eyes wide open, focused on connecting with our retailers and consumers in every way we can,” he says. “My past experience led me here and I think together we can build Lamo to a size that can make a really big impact in the industry.”

Many say 2020 has been the worst year on record for the industry, yet for Lamo it has been record-breaking. It’s good to be a slipper brand, for starters?

It’s definitely been a perfect storm for slipper sales as they’ve become the new work shoe. But we’ve been selling more than just slippers. It’s pretty much any kind of warm and comfortable product driving the boat. That said, it’s more than we could have ever expected to grow. I’m very proud of our team. From one day one, we didn’t panic. If anything, scaling back in any way would have been detrimental to our business. Even if we weren’t in the slipper business, the way that we’ve put this company together we would still have been able to at least maintain business this year, and we’re not a heavily focused DTC business.

We’re a boutique- and ecommerce-driven company.

What has been the biggest change in behavior you’ve seen from your accounts this year?

Putting marketing and display money into different places, whether it’s social media or digital billboards.

While we were already expanding these efforts before this pandemic, we’ve added some nitro methane and have taken it to another level. For example, we have a great customer in the Southwest, a chain of roadside gift shops, that we transitioned from in-store displays to a roadside digital billboards. Their business is up like 35-40 percent this year. People might think that everyone has been staying at home, but apparently that’s not been the case near them. We also typically do a lot of in-store marketing with accounts like Big 5 Sporting Goods and Sportsman’s Warehouse, but this year we successfully transitioned into targeted demographic digital marketing programs. Overall, it’s about transitioning from “they’re not coming into my store” to how do I still engage my customer base? We’ve done aa lot of different things than in the past and it’s helped our retail partners maintain engagement with their customers.

FROM THE SKATEBOARD TO THE BOARDROOM Jerry Breig’s rise to the C-suite got rolling in a L.A. skate shop.

As a teenager growing up in the San Fernando Valley suburbs of Los Angeles in the late ’80s, Jerry Breig was living the skateboarder’s dream amid one of the golden ages of the sport’s popularity and in its epicenter. He fondly recalls late-night griding sessions with friends until the wee hours, perfecting backsides, frontsides, ollies, etc. The freedom, the rebellion, the chance to be cool...life was good.

Back then Breig had another dream—to run a company one day. Fittingly enough, that journey began by working at a L.A. skateboard store, 118 Board Shop. Breig quickly worked his way up to become the store’s footwear buyer. Busines was really good—they couldn’t keep enough shoes in stock.

That’s when he and a few fellow employees decided to take matters into their own hands and launch their own brand, DVS Shoe Company. The year was 1995 and Breig was just out of high school, taking some community college classes. But ever the corporate dreamer, he decided to focus solely on the new venture. “I jumped in with

Are your accounts as rattled still by this pandemic as they were at the start?

There were some retailers, and I’m talking at the management level and not buyers, who were very scared in the beginning. Many who just shut down communication, in some cases for 60 to 90 days. But now that they’ve retuned to some level of business and are seeing some customers supporting them, it’s transitioned to more of a, ‘Hey, we’re going to get through this’ mentality, especially the retailers who were strong prior to this crisis. The general feeling being not only is there a path out of this, but that they’re already along it.

14 footwearplusmagazine.com • december 2020

both feet to learn on the job,” he says. “Why wait?”

And learn Breig did! Working at a startup was like earning an express MBA degree in Footwear.

“We unloaded containers, filled the warehouse, packed orders, called on customers,” he says.

“We built customer service and sales departments from scratch.”

The team also did its own marketing and even built its first trade show booth—in the driveway of their Florida sales rep the day before their first Surf Expo.

DVS exploded onto the scene.

The sport was red hot, and a brand run by skateboarders who worked in a skate shop knew what skaters wanted and needed. “People were calling us non-stop for product,” Breig recalls. Over the ensuing decade company sales fast-approached $100 million annually and saw the launch of the Matix clothing and Lakai footwear brands. It was a wild ride and Breig says he worked alongside some great mentors. But, after nine years, it was time for him to move on if he was to fulfill his dream of managing a company one day.

Stops included Circa footwear followed by a stint as head of sales and marketing for Emu

Australia, where Breig learned the sheepskin and fast fashion markets. Next up: Box, “as core as skateboarding shoes as you can get.” Then, in 2010, he joined Lamo as sales manager. Soon after, he became after general manager and is now COO. Brieg knew from the very first meeting with Lamo owner Joseph Li that it was the right fit. “I wanted to be a part of the family atmosphere that I had been looking for again,” he says. “And Lamo is a brand that I believe has tremendous growth potential.”

Brieg has achieved just that over the past decade— Lamo has almost quadrupled in size from both a sales and workforce standpoint. The company has also transitioned business from a selffulfillment model to a standalone brand with a growing legion of fans. “Like Andre Agassi said: ‘Image is everything,’” Breig says. “You’ve got to build a brand that people can get behind and trust.

I think people who trusted us for our product now trust our name as well.” —G.D.

Can they handle a second wave lockdown?

Because of what retailers learned during the first wave, I think they’ll be able avoid the same reaction. They’ve learned ways to adapt and I don’t think we’ll be as much of a an, ‘Oh my God, what’s happening!’ scenario as the first wave.

You’ve been in this business for 25 years, having weathered recessions, 9/11, the Great Financial Crisis, Retail Apocalypse…you name it. Where

does this pandemic rank?

Nothing comes even close. People have learned a lot of hard lessons, as well as ones that will be beneficial to their well-being going forward. It’s going to be interesting to see how everybody transitions out of this. Hopefully, we don’t have to deal with anything like this ever again—at least not in my lifetime.

So a vaccine comes along, everyone gets the shot, the virus is put in check... is there a return to any normalcy?

I think people will still have to get back to the right frame of mind to get back to any level of normalcy. Even so, that normalcy will probably not be the same as before. A lot of things that have changed will stay that way, like working remotely. I think we’ve proven that it’s possible to do that and still stay engaged.

Also, I don’t think retailers will fully change their approach when it comes to the safety of their customers and employees. We, for example, started using (B2B platform) NuOrder and don’t envision that going away.

Meaning in-person trade shows may not be as important going forward?

We just want to give our customers more options to shop and order our product.

At the end of the day, we want it to be easy for people to do business with us, whether that’s a consumer, a retailer, a distributor, a sales rep or our employees.

Do you think consumers will want to go back to shopping in stores to a level they did before?

My take has always been that footwear is one anomaly to online shopping.

Even though online is still growing exponentially, plenty of people want to go in and try on shoes because it’s not just about the look. It’s the feel and the fit. I think a lot of people do want to get back to that type of shopping, but they want to do it safely.

Do you see Americans going back to work in offices—and maybe even wanting to dress up a bit?

I think dressing up for work has become a thing of the past and has been for a while now. The loosening of dress codes, especially in this day and age of technology, is not letting up. I also don’t think you lose much by having people work remotely in a casual atmosphere. If you get the right people on board then that shouldn’t be an issue.

So what’s your crystal ball telling you about 2021?

It’s saying Lamo is going to see exponential growth again. We’ve brought on some great new retailers this year, and they’re expanding their business with us for 2021. A lot of credit goes to our great outside sales team, most of whom have 20-plus years of experience in the footwear and sporting goods industries. We lean on them a lot to give us their view of the territories at the same time we’re looking at the grand scope of our business. Now do I envision 40 percent growth for next year? It would be foolish for me to expect that, but I know we could handle it.

That said, I think we could see 20-25 percent-plus growth in 2021 with all these new partners in addition to growing with our existing > 39

SPRING | SUMMER 2021 springfootwear.com | 800.962.0030 STYLE TAMMIE

/Springfootwear

s t y l e h a l l o f fa m e

E CCO Y U C ATA N

s t y l e h a l l o f fa m e • E C C O Y U C ATA N

GROUND BREAKER T h e E c c o Yu c a t a n s p o r t s a n d a l r a i s e d t h e b a r i n t e r m s o f price, performance and comfort, gaining legions of followers worldwide i n i t s o n g o i n g j o u r n e y. B y G r e g D u t t e r

BACK IN 2006, the sports sandal category sat mainly in a retail price range well below $100, pulled down historically by a strong undertow of cheap flip-flops that flooded the market and passed off as good enough for traversing beaches and trails by many consumers—who didn’t know any better. Anything priced over the century mark was pretty much unheard of. (Ecco’s Cosmo style, introduced a few years prior, was perhaps the first at $110.) But when the company debuted its Yucatan model, it came in at a ground-braking— and eye-popping—$130 retail.

It was a bold move for the Scandinavian comfort company, and Felix Zahn, product director of Ecco Americas, admits everyone at HQ at the time was “super nervous” about the reaction it might receive.

On the one hand, the team believed fully that its breakthrough design raised the bar on what a sport sandal delivered from performance, comfort and durability aspects. Thus, the team believed the higher price was more than justified. For sure, the Yucatan was no cheap, generic, drug store flip-flop with zero comfort features and might last a week before falling apart. Nor was it one of the many other sport sandal styles that proclaimed technical features and benefits, but really were glorified flip-flops with ankle collars.

The Yucatan was much different, led by Ecco’s new anatomical Receptor technology that provided stability and support though a 20-degree heel strike angle, internal midfoot shank and dual flex grooves for forefoot flexibility and push-off. In doing so, 16 footwearplusmagazine.com • december 2020

it promoted a natural walking motion. This was no “sandal.” This was and still is (the design has remained relatively unchanged) a walking shoe built in the silhouette of a sandal.

“The Yucatan was a true tiger’s leap in terms of innovation,” says Nikolai Rabaek Christensen, head of Outdoor for Ecco. “It’s the first sandal where we combined three densities in injection in our factory. It’s the most comfortable sandal on the market, and has been for the past 14 years.”

Not only that, Christensen says the Yucatan came together in a hyper eight weeks’ time, from start to finish. “All the innovation was driven by our inhouse design and our R&D departments—they pulled off miracles in the shortest time, which was truly ground-breaking back then,” he says.

OFF TO THE RACES The comfort aspects combined with the functionality are the reasons the Yucatan, named after the beautiful Mexican peninsula region, became an instant hit—and to a much broader audience than originally anticipated. The initial target audience was a niche premium customer of outdoor enthusiasts. The belief being that they’d be more willing to make the investment in such a technical sandal that would be put to the test on tough terrains. But it didn’t take long to realize that the Yucatan’s appeal was stretching far beyond the hikers and kayakers set.

“It’s a great vacation shoe,” says Jeff Gibson, co-owner of V&A Bootery, based in Kalamazoo,

MI. “If a customer comes in and says they’re going to Europe and plan to do a lot of walking…

Boom, that’s the shoe we show them because it’s got good support, traction and shock absorption.”

Gibson adds, “When people first try them on, they immediately say, ‘Oh yeah, these feel good, what great support.’” And as a sit-and-fit store, V&A Bootery draws a broad demographic, many of whom have foot issues and are in need of a proper fitting, not “people who buy something off the Internet and don’t care,” Gibson says, adding, “We take care of our customers, and they want shoes that enable them to comfortably do a lot of walking in.” Gibson estimates V&A Bootery has sold 600 to 700 pairs of Yucatans per year for over 10 years. “It’s a top dog as far as styles that we continue to sell, and it’s definitely in our hall of fame,” he says.

Gary Hauss, owner of the Valencia, CA-based J. Stephens chain as well as a few Ecco flagship stores over the years, also reports award-worthy sell-through figures since picking up the style 14 years ago. “In our Ecco Kierland, AZ, store alone, we’ve sold more than 13,000 pairs, between men’s and women’s,” he says. “And in our former Ecco stores plus J. Stephens, it’s probably close to 30,000 pairs to date.” Even so, Hauss admits he, too, was skeptical at first about the Yucatan’s potential, mainly because he was upset that it was replacing the brand’s successful Cosmo sandal. “The Cosmo was great for us; we sold tons of them,” he says.

“But that all changed within the first month of

Give the People What They Want Customers rave about what they love about their Yucatans and the many adventures they’ve taken in them.

“My third pair. Well-made, comfortable and quality…lasts longer than cheaper ones.”

“They are incredibly comfortable and great for travel. I walked miles and miles in them on a recent trip to Spain and they were fantastic.”

“I have had many pairs over the years and totally rely on them for travel, especially over cobblestones and rough terrain. I love their adjustability in all three straps as I have narrow feet.”

“Every summer since 2005, I have spent six to seven weeks volunteering in a very rustic Tanzanian village. I walk everywhere on dusty paths and take showers and do laundry in a bucket. I’ve tried a couple of other brands but can’t say enough good things about these sandals!

I absolutely think these are the best adventure travel shoes on the market.”

“This is the fifth pair of this sandal that I’ve bought! I can’t go a summer without them. They’re comfortable, rugged and can go with dresses, hiking shorts or anything, really.”

“My sister-in-law walked all over Egypt in her Ecco sandals.

I now have three pairs. Don’t change your product. You are doing the right thing!”

“Excellent sandal, durable and comfortable. This is my second pair and I made sure my new pair was identical to my old ones.”

“Wore them all around Kauai and they held up great.”

“This sandal is a workhorse and can be adjusted easily to fit my narrow foot. It’s my go-to vacation walking sandal and for running errands while home. I have it in two colors.”

“This is my fourth pair. I’ve walked miles in them in many states as well as Canada, Italy and France. I like them so I’ve bought two pairs so I have one in reserve.”

Yucatans all around: The multi-colored 10th anniversary edition (top left) remains a perennial best-seller, and the premium leather model (bottom right), introduced in 2018, has blown out of stores at $150.

having the Yucatan. Customers raved about how comfortable and supportive it was, and it was apparent Ecco had a winner.”

“We weren’t expecting the avalanche of pairs which landed on us within the first two years,” Christensen admits. “But it was clear that we had uncovered a market gap—a premium sport sandal with a timeless design that wouldn’t become disposal in mere months.” Adds Zahn, “The Yucatan has definitely

eliminated the convention that sandals have to retail below $100 in order to be successful.”

Early adopters on the retail side included Dillard’s and an array of leading outdoor and comfort specialty independents. To this day, Zahn says Dillard’s offers the widest selection of Yucatans in men’s and women’s in the brick-and-mortar world. “Being located in the Southern parts of the country, they are managing to sell this sandal year-around,” he >37

“These are the most comfortable shoes I own. They have three adjustable straps so I can fit them precisely to my foot. They also have wonderful arch support. I own three pairs in different colors. They are my go-to shoes.”

“My wife loves them! She’s been wearing this model for 10 years.

Got a pair for a trip to Disney with my granddaughter and we walked an average of 25,000 steps a day and I’ve never been able to wear sandals rather than sneakers for this much walking—until now!”

“A few years ago, I had plantar fasciitis and these sandals helped me get back my normal activities! I highly recommend them. This is my fifth pair!”

2020 december • footwearplusmagazine.com 17

A N OT E T O M Y Y O U N G E R S E L F

F A M I LY M A N Michael Greenberg, president of Skechers, reflects on a life of dreaming big, g i v i n g b a c k a n d e m b r a c i n g f a m i l y e v e r y s t e p o f t h e w a y.

your company isn’t the work itself, but creating a culture, a community HEY MICHAEL…It’s me! You…but older. Just checking in. I and a connection that goes beyond the 9 to 5. Through all of the times remember sometimes things didn’t always go the way we expected, and you’ll circle the world, and all of the partners, accounts, factories and let me be perfectly honest, life tosses us some pretty intense curveballs, consumers you’ll ever meet, there will be one common language—this but I promise you things work out pretty well for us. I won’t spoil every incredible brand your team has built, the reason why you love to get up detail because some things are best left to surprise. (But we do meet every morning and continue to dream up what’s next.

The Terminator, just like we always dreamed! And you don’t know who In case you’re curious, we live in Manhattan Beach, CA, and the town Britney Spears is yet, but she is a mega popstar and we worked with her!) has grown up with us and our business, but I just thought you might want to hear a few we’re more connected with the community tips and sage advice to make your journey than ever. Leveraging our success drives an to aging into me a bit smoother. opportunity to really pursue a passion in For starters, as wise as we think we’ve philanthropy that develops over time. My become over the years, our biggest menbest advice is that when you first feel the tor and the smartest person we’ve ever itch to help, let it happen naturally. Open known will always be Dad. (Robert or RG, your eyes and you will see those requiring as everyone calls him now). He taught us assistance and sometimes it’s as easy as well. How to dream. How to fight. How to being a friend. Do you remember walking anticipate what’s to come. Listen and learn kids with special needs to their next class in and you won’t feel intimidated by the big school? Believe it or not, that simple gesture shoes you walk beside and may eventually will turn into an incredible movement with fill. Can you believe Dad and I continue to an annual Skechers Pier to Pier Friendship work together as I write this? He is passion, Walk that brings people together and raises and it’s infectious. millions of dollars ($15 million so far!) to Family will be the foundation of all our support schools and the community that success. You will get the rare opportunity we love so much. to work side by side with your siblings. It’s It proves that any idea—no matter how incredible to have them bring unique skills small or crazy or outlandish—can turn into to the table. Be respectful and apprecitrue success that can benefit you, your family, ate the differences today. It will help you your colleagues and, when it comes to charity, develop into a stronger partner and leader those who are vulnerable and really need the tomorrow. boost. If you don’t listen to a single thing I’m I will warn you that we do get pulled in telling you, please at least take this to heart: many directions over the years and not always Rising sons: Michael and Chase Greenberg, second that anything and everything is possible. It to our benefit. Always remember to spend and third generation of the family empire. drives all we do to this day and once it clicks time with the people who lift you up and for you, life becomes so much clearer. You will never be too old to learn, shut out the noise from the naysayers. Work hard and remain focused give back or make a difference in someone’s life. I continue to seek out and you will zero in on the right path. You might even be president one new ways to do all of these things every single day. So always be grateful day! No, not that president. I’m talking about leading one of the most and appreciate the opportunities that life has brought you. respected global footwear brands that generates billions of dollars year Take pride, have the confidence to build beyond what your family after year. (Approaching $6 billion, actually!) It’s called Skechers, and could imagine and know that the best is always yet to come. Now get at almost 30 years, you will always feel that it is just the beginning. See back to whatever you were doing, and don’t tell anyone you got a secret beyond. Think bigger. Always. message from the future! They’ll think that’s weird.

It will be through Skechers that our entire understanding of the word “family” will grow in ways it never had. Recognizing that the Sincerely, word extends to the thousands of people you and your teams will hire, Me (you) bond with and trust every day. Much of what is most important about

18 footwearplusmagazine.com • december 2020

SNAKE CHARMERS

TEMPTING TEXTURES AND PRINTS THAT WHISPER BUY THESE SHOES.

Bella-Vita

Think!

Seychelles

Dansko

Spring Step

Geox

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Gabor

Wonders

Bearpaw

Aetrex

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P H OTO G R A P H Y BY T R E V E T T M CC A N D L I SS

T R E N D S P OT T I N G

1

2

PH OTOG RAPHY BY T REV ETT MCC AND L I SS

3

FUN RUNS Retro joggers that keep the casual pace.

1. Gola 2. Rieker 3. Geox

2020 december • footwearplusmagazine.com 23

OF

Cork footbed leather slides by Bos & Co. 25

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From top: PropĂŠt knit upper slip-on; cut-out sneaker with whipstitch detail by Biza; Quoddy leather sandal with rubber sole; leather tennie with removable footbed by Softinos. On model: Ugg chunky joggers with Treadlite outsoles.

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Natural raffia slide with leather footbed by Andre Assous.

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From top: Earth cut-out sneaker with Velcro strap closure; suede espadrille sandal by Toni Pons; Seychelles chunky jogger; On Foot suede sneaker with removable insole.

On model: OTBT vegan suede joggers feature Step Lite foam cushioned midsoles and recycled rubber outsoles.

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Mary Jane leather sneaker with cut-out details by Rieker.

31

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Dansko leather sandals with shock-absorbing midsoles, beveled heels for stability and grippy rubber outsoles.

Opposite page: Leather deck shoes by Twisted X feature removable, moisture-wicking antibacterial and machinewashable footbeds.

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From top: BC PETA-approved vegan slide; loafer with laser etching detail and removable leather insole by Patrizia.

Easy Street slip-on with gore stretch inserts and available in multiple sizes and widths; Remonte nubuck sneaker with removable insole; Reef slide features PVC-free vegan leather upper, cork-lined footbed with arch support and heel cupping, and EVA outsole. On model: L’Artiste leather tennies with laser cut-out details and metallic laces.

Model: Izzy Pawline/Supreme Model Mgmt; hair and makeup

by Nevio Ragazzini/Next Artists, using makeup by Tom Ford and hair product by Living Proof and G3; Styling by Nancy Campbell.

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U P C L O S E C O M F O RT

Aetrex New Foot Scanner a Game Changer The Albert 2 ensures the right fit and creates a profit center for retailers.

Sleek and sophisticated, Aetrex’s latest in-store foot scanner.

their customers’ feet (down to one-tenth of a millimeter), pressure data and MEET ALBERT 2, the next generation of Aetrex’s in-store 3D foot scanning recommend orthotics with one scanner in one scan.” technology. He’s uber sleek, highly sophisticated and user-friendly—like many Albert 2 is also affordable. Schwartz says the scanner costs a fraction of the Apple devices. He’s the kind of guy retailers will want to have hang out in their price of the competition and is available with different kiosk packages, starting stores (available beginning February 2021) as he’s engineered to help customers at $2,495 or $73 per month. He adds that retailers who want to upgrade from find the right fitting footwear and orthotics, providing an enhanced customer their Albert 1 can do so with no additional fees with a two-year experience as well as a big profit center. Customers can even extension to their existing contract. The ROI, he says, is quick chat up Albert 2 while getting their feet scanned! and substantial. In fact, he believes Albert 2’s most attractive “The new (touch-free) voice activation feature allows retailers feature is likely its profit center attributes as many current and customers to ask Albert questions about their scan or foot customers report that the scanners are the most profitable health at any point during the software,” says Larry Schwartz, real estate in their stores per square foot. “Our retail partners CEO of Aetrex. “The life-like, 3D designed and animated have reported very strong orthotic and footwear sales results Albert character really comes to life in the Albert Learning with our Albert 1, and we predict Albert 2 will be even more Center where he can answer questions about orthotics, foot successful,” Schwartz affirms. conditions, sports trivia and more, and often with illustrations What’s more, Albert 2 will help enhance retailers’ customer to support his answers.” service and build loyalty through an omnichannel business Another new feature of Albert 2 is the option for a dynamic model, according to Schwartz. “The Albert 2 collects an pressure test in addition to static pressure. Schwartz says Larry Schwartz, CEO, Aetrex enormous amount of data about a customer’s feet that can be the dynamic test provides a pressure gait analysis of the cusutilized during the point-of-sale and after the customer leaves tomer’s feet, including their center of gravity throughout the the store to send targeted digital marketing messages based on their foot profile,” gait cycle, indicating where they’d be prone to discomfort or pain. Albert 2 he says, noting that it collects email addresses and phone numbers during the is also designed to allow both feet to be scanned at once, making the process scanning process. “And Albert 2’s FitHQ feature can be accessed while shopping quicker and easier. “A customer can learn so much about their feet in just 20 online, enabling customers to find the right fit based on brand, style, size and seconds or less,” Schwartz says. the inventory available, reducing a retailer’s number of returns.”

Unlike other foot scanners on the market today, Schwartz touts Albert 2’s Last but not least, Schwartz says the scanners are a safe shopping alternaall-in-one design capabilities as especially appealing to retailers. “A lot of tive, especially amid a pandemic. “Under the guidelines of our new normal, retailers want to have foot scanning, pressure technology and the option to our scanners allow for social distancing, offering a safer alternative to tradisell orthotics all in one system, but many systems require so many steps with tional foot measuring,” he says. “We’ve also introduced a hands-free mouse multiple devices that the experience is much like a doctor’s office,” he explains. app option that can allow retail associates to navigate our software from their Not Albert 2. “Like the iPhone, we’ve created a streamlined, all-in-one soluphones.” —Greg Dutter tion in one compact device where retailers can collect 3D measurements of 36 footwearplusmagazine.com • december 2020

Green and good from the outsole on up.

Twisted X Debuts ‘No Glue’ Shoe The Zero-X collection eliminates harmful toxins and high-energy production processes.

THREE YEARS AGO, Prasad Reddy, CEO of Twisted X, says his team got together to try and do something that’s never been done before. Namely, to revolutionize the way footwear is made by eliminating most of the harmful chemicals (glues) and extra energy used during the lasting process—where 75 percent of pollutants are used and energy expended occurs. After a lot of trial and determination, the Texas-based company is proud to introduce its Zero-X collection that achieves just that, not to mention marks another step in its ongoing journey to be as sustainably run an entity as possible.

“Sustainability is at the heart of our product innovation, and creating a shoe with no glue enables us to bring to market a product that can make a difference in the world,” Reddy says, noting the leap in production was no easy feat. “We needed to develop a special machine for stitching, or everything would’ve been by hand. We were also challenged by our factories, who insisted that we needed a little glue on the footbed and lining, but we kept working to ensure that no glue means no glue—not even one drop.”

The no glue breakthrough comes thanks to Twisted X’s proprietary interlocking, double-stitching construction. Reddy says it’s just as durable and long-lasting as glue adhesives. Equally important, it’s a win-win for the environment and factory workers. “Glue vapors are bad for the environment and very toxic, with some studies suggesting a link to cancer,” he says. “Workers standing at a station for eight hours… it’s not healthy.”

Additional sustainable design attributes of the Zero-X collection include ecoTWX uppers, created from an average of 13 recycled plastic bottles salvaged from oceans and landfills; outsoles made of rice husk agricultural by-products; and bamboo laces.

Furthermore, a tree will be planted with every pair sold. As for the energy saved, Reddy says it starts with a significant reduction in time—it takes about 15 minutes to stitch, whereas the traditional lasting process is about four hours. Lasting is also laborious, according to Reddy. “Thirty to 40 people out of 60 to 70 people in a factory are involved in the lasting process,” he says. “All we need is five to six people with Zero-X.” Reddy says the sustainable and streamlined production process might enable for Zero-X to be manufactured in the United States going forward. As it is, the four men’s and women’s styles each are a relatively affordable $60-$90 SRP. The collection will make its debut this February, along with kids’ styles.

Last but not least, Reddy says Zero-X is just the right thing to do. “We have a responsibility as humans to help the environment and communities that we live in, and to leave it better than when we found it,” he says. “We’re proud of the eco-forward production process we’ve created through methods and materials to achieve a better tomorrow.” —G.D.

continued from page 17 says, noting that its store in Albuquerque is one of the top addresses when it comes to the Yucatan selection and overall sales. “We did a fashion show in that store in 2014 and dropped 40 pairs of a limited-edition collection in a chili green (New Mexico’s favorite dish), and it sold out during the event.”

A unique trait of the Yucatan is its strong crossover appeal between men and women, which is a rarity outside of sneakers, according to Zahn. Again, the comfort and style versatility are key factors. “The Yucatan is always a popular choice for Americans when they go on international trips, cruises or just to Disney,” he says. “The variety of different wearing occasions is what makes this sandal so great.” Zahn adds, “We’ve sold millions of pairs to date, and the majority are actually repeat customers getting a second pair or in the latest color.” Hauss confirms the strong repeat sales aspect of the Yucatan. “It’s been the easiest sale for staff members as customers come in to replace their old ones and/or buy another color, because they now know exactly what they’re getting,” he says.

“This is especially true with women, and the addition of more colors has really driven these sales.”

COLOR ROCKING One of the best-selling Yucatan styles of all time is a multi-colored version, introduced in 2016 to celebrate the style’s 10th anniversary. Ecco has rolled out a handful of special editions over the years, but the “craziest” version has been the most successful in the style’s history, according to Zahn. “The Yucatan upper has exactly 10 pieces of leather, and for anniversary edition every piece was made in a different color,” he says. “It looked like a clown sandal, but the success of it has been mind-blowing. We’ve kept it in the range to this day.”

Along those lines, what started out as a “pure outdoor” sandal, as evidenced early on by its earthy color palette, has since expanded into a broad array of colors and materials, Zahn says.

It’s further proof of the Yucatan’s broad appeal. “We’ve had several funky fashion combinations ranging from fancy metallics, pop color combinations and even animal prints,” he says. “And in 2018, we launched a more fashionable, premium version with full leather uppers and linings that retailed at $150, and it was a big hit.” Christensen adds that while the special editions have been exclusively Ecco projects to date, the Yucatan’s popularity may warrant outside collaborations. “We haven’t come across a relevant collab—yet,” he says. “But that might change in the very near future—stay tuned!”

In the meantime, the Yucatan continues to soldier on as a dependable, profit source for thousands of retailers worldwide.

This year has been no exception. Like a lot of outdoor styles, the Yucatan has seen a bump in sales as the pandemic has worn on.

“The moment we got closer to summer and people were trying to escape their homes and rediscover the local outdoors, we saw an increase in sales,” Zahn confirms.

The Yucatan, like the peninsula it was named after, isn’t going anywhere, any time soon. Christensen says it remains the No. 1 style in the collection for over a decade and has blazed a trail for Ecco’s expanding Outdoor category. “It’s the OG outdoor sandal,” he says. “It stands out because of Ecco’s 50-plus years of shoe-making knowledge packed into this specific last. Today, it’s synonymous with premium sandal comfort in the global footwear market.”

Gibson whole-heartedly agrees, noting that the Yucatan’s higher price has never been an obstacle because V&A Bootery can sell a more expensive model—if it’s right. “And that sandal is right,” he says. “It’s a walking shoe in the form of a sandal. That’s what people love about it. It definitely has a lot of things going for it.” •

EDITOR’S PICKS

All Black BC

D E S I G N E R C H AT

Dre London is most famous for being a hip hop entrepreneur—namely as manager of platinum-selling artist Post Malone. And while that is most definitely a full-time job —in addition to managing a client roster that includes Tyga and up-and-comer Tank God—the London-born artist/ business maverick has been slow cooking his debut footwear label, Kruel London. How slow? After eight years of carting around samples in the trunk of his car, London says it is time to introduce Kruel London and its signature “bullet” heel to the world.

London believes the timing is right because there’s a greater acceptance of Black designers, as well as a hunger for freshness.

“When I came up with the concept of Kruel London eight years ago, there was no Virgil Abloh; Black designers were not being heard in Italy,” he says. “Now it’s more accepted for people like me to be in prominent positions in high-end fashion, and people today are open to new ideas, styles and concepts.”

For Kruel London, that newness is about women’s empowerment.

“Kruel London is designed for women who are in control and natural leaders,” London says. “The fit, the look and the feel of our shoes make a woman ready to take on the world—one step at a time.”

For this fall’s debut capsule collection (SRP: $495-$695) that translates to classic silhouettes featuring unorthodox materials.

Examples include Italian leather flatforms, heels featuring a 24kt gold plated chain around the heel and across the toe, and stone and khaki neoprene ankle boots with a mini bullet zipper that riffs on the patented bullet heel—the catalyst to Kruel London. “It was born from the idea of repurposing something destructive into wearable art,” London says.

Once armed with the vision, London took courses in shoe design.

That led him to Italy, where he met Eros Strappa, whose familyowned factory has been making designer shoes for generations.

“Eros helped me finally bring my vision to life,” he says. “And designer Michael Costello, a friend, taught me about materials, textures and styles that women really like.”

London also credits his childhood experience and his success with Post Malone as preparation for launching Kruel London. “Growing up with just my mother and two sisters made me learn early on how confident an outfit can make a woman feel,” he says, noting that the knowledge gained in branding, marketing and what resonates with consumers in the music business has been layered on top. “All of the success I’ve achieved with Post has made me even more confidant to launch this brand,” London says. —Greg Dutter 38 footwearplusmagazine.com • december 2020

Naked Feet

ILLUSION ALLU RE Iridescent uppers add an element of shimmery intrigue.

Which is listed first on the resume: music producer or shoe designer? I don’t see myself being boxed into either one. I’m a creative entrepreneur.

direct-to-consumer to establish an engaged customer base. But we also have some key retail distribution lined up internationally, which we’ll share more details on in 2021.

What are your guiding design tenets? I design with the idea shoes are an extension of a woman’s personality and attitude. My Golden Rule is comfort without sacrificing style, and producing high-quality products without breaking the consumer’s budget.

Where do you envision Kruel London in five years? Continuously growing, evolving, introducing more styles and impacting culture. We envision Kruel London becoming a go-to accessory in a women’s life, whether it’s worn in the boardroom, at a restaurant or in a nightclub.

Who is the Kruel London woman? There’s a Kruel London woman in everyone. She’s powerful, beautiful and keeps her heels high but her standards higher. I no longer believe it’s about fast fashion. Women want to invest in quality and hold onto purchases.

The Kruel London woman wants shoes she’ll want to wear years from now.

Who are some designers you admire?

Virgil Abloh for his ability to take streetwear into the world of luxury, and being one of the first Black designers to do so. Tom Ford, because of his timeless design, classic cuts and selection of materials. Also, Kim Jones, now with Dior, stands out.

How has the pandemic impacted your launch? Normally brands go straight to brick-and-mortar, but with the pandemic we’ve been more focused on catching shoppers at home. The online experience caters to the way people digest content and influences their purchases. My goal is to focus on

Is there a perfect shoe? There’s not one shoe that’s perfect for everybody, nor do I design with that goal in mind. I design shoes for the women I envision wearing them, and the only perfect thing about that is their ability to empower her every time she puts them on. That’s the only perfection I’m seeking.

E D I TO R ’ S P I C K S P H OTO G R A P H Y BY N A N C Y C A M P B E L L

KRUEL L ONDON

continued from page 15 account base. Overall, I look at Lamo still as an untapped opportunity.

Where do you envision Lamo in five years?

I believe we could be four or five times the size we are now, continuing to grow into a major player, not in just slippers but casual footwear as well. We are expanding internationally with good agency partners currently in the UK, Japan and Canada. We expect to be at a level where we’re competing with the big companies in our genre as our focus will remain on product, value and consumer engagement.

Is there a category that poses the most potential for growth for Lamo?

Not that we are pulling back at all on women’s, but we definitely feel we have a big growth potential in men’s closely followed by kids’. The sheepskin and fur-lined market has been dominated by women for a long time, but I think as slippers become more of the daily normal, men will want cool styles too.

Why might it be easier for Lamo to expand further into men’s than another well-known sheepskin brand?

I think the way we differ is we’re not trying to gender neutralize our products.

We want to build great “men’s” footwear, which is more along the lines of a driving moc and casual slippers. We also need to breakthrough with product, because we don’t have the marketing muscle they have. I think what we’re doing now and what’s on tap is the right way to go about it. The success of spring/summer business this year proves we can do it.

Like the new Baja collection?

Yes, that collection represents the continued evolution of Lamo into an authentic casual footwear brand. It features our new Lamolite sole, which we spent a lot of time building. It’s a proprietary EVA outsole/midsole that that offers amazing all-day comfort. Retailers trust our value proposition, and Lamolite is another reflection of that. Beyond that, we always put forth our best efforts to make sure our retailers are treated with the upmost importance. We treat them as members of our family, not just as “customers.”

“I SPEAK RETAILER— THE LANGUAGE OF MARGINS AND UNDERSTANDING WHAT THEY NEED. IT’S NOT JUST A NUMBERS GAME.” take my experience and build it within this family atmosphere. My employees are everything to me. I believe I’ve kicked started a lot of footwear careers within our company and feel we can all go a long way. •

That approach must go back to your skate shop days.

Yes. I speak retailer—the language of margins and understanding what they need. It’s not just a numbers game. It’s about building long-term relationships, and working with each individually. We’ve built a brand in over 4,000 doors in the U.S. because we are true partners. Everyone knows product is king, but as I always say in our sales meetings, business is like a tree: you can’t grow big leaves until you grow deep roots. I believe the deep roots are achieved by listening and focusing on the needs of our retailers and consumers. They’re the two most important parts of our business. We can build a great business, but only if we build a great foundation.

Where do matters of sustainability fit into this foundation?

It’s a very important part. One of our major goals going forward is building on a greener approach to manufacturing. We want to do it across the board as much as possible. We’re taking a hands-on approach with our factories, and if that forces to look elsewhere, then we’re ready for that transition. Some of our Baja product features 100-percent sustainable merino wool uppers as well as sustainable canvas. We’re also trying to track our supply chain back to its origin. You can’t really be sustainable until you do that. We are spending a lot of time on that now and transitioning our factories into the same mentality— fixing the small things to make a bigger impact because sustainability matters for the rest of our lives. I’ve been part of the outdoor industry for a long time and I’m an outdoor advocate. I want to leave this place better than when I was here. It’s just my ethical duty as somebody who runs a company to be as green as possible with what we do.

What do you love most about your job?

I love the family atmosphere at Lamo. There are 16 of us right now, and we all live and breathe this brand. I also love the freedom that has allowed me to

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LA ST S HO T

Topical Tropical

Wonders

Cougar

Spring Step

Minnetonka

Twisted X

Quoddy

Fly London

Soft Comfort

Aqua Fresh 40 footwearplusmagazine.com • december 2020

Wa r m a n d b r i g h t , t u r q u o i s e i s t h e n e w black for Spring/Summer ’21.

P H OTO G R A P H Y BY T R E V E T T M CC A N D L I SS

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