The Tastemakers Society

 

Unoriginal should be the slogan for 2007, it was full of pop up this, collab that, and new dope wannabes. The shoe game played on both sides of the fence producing some real creative shoes and others not even getting close to hitting the mark and coming up with all type of new ways to describe shoes beyond the word wack. Nike over collaborated, again, making some hits but missing more times then not, Reebok, what can I say get a whole new marketing and design team, I love the effort Puma, keep it up you’re making some good moves, Addidas, stan smiths are about all I got for you, Vans, fucked with the artist collabos, DC, make more high tops, Creative Recreation gets best indie shoe brand for 07. I could go on, mentioning the other many shoe brands but that’ll take up too much time that I don’t care to give up. I can’t fathom for the life of me why some streetwear brands are trying to put out shoes after only being around for a few years, because for some reason you really think you can get away with that, yea, sure you can. I’m sorry, of course you can do that and I can be a rocket scientist after reading the dummies guide to being a rocket scientist. Go figure. In all this cluster fucking happening in 07 the end rounded out with a bang, a brand gave new life, going through a rebirth giving us a look ahead at the 2008 front runner for shoe brand to watch. Clae shoes, run by once founder of PNB Nation and all around shoe designer Sung Choi. Clae has a very fresh crossover feel, that easy flow from the office to the bar without having to stop at the crib to change shoes, that’s what Clae had created especially with my favorite the Russell (even though I can’t find a size 12 in black anywhere). I suggest you keep a close eye on Clae in 2008 it may not have a bigger year then Harry Potter but it’ll come close behind.  

Name, age, location

Sung Choi, 39, LA

Can you give us a run down of your life story?

I was born in Seoul, Korea. Raised during the Koch/Dinkins era in New York City. I graduated from Brooklyn Tech high school with a major in industrial design. I formed pioneering  streetwear brand PNB Nation with my cohorts in the early 90’s, then relocated to California to design footwear for DC Shoes in 1997. I launched Clae in 2001 while also serving as design director for Lakai footwear. Clae wins best men’s footwear collection from Sportswear International but the back end of my business wasn’t right so I put the brand on hiatus in 2004. I re-launched Clae for fall 2007.

What was the exact moment you realized you wanted to do a shoe line?

When I was designing at DC shoes back in 2000, I pitched a line to the owners and upper management - a line of casual, lifestyle driven shoes, more open ended than skate specific footwear. They didn’t get it until 6 years later, actually I think they just launched a line called DC Life.

What were the early stages like, getting the shoe business off the ground, and up and running?

I’ve been in the footwear industry for the past 10 years and have made some good contacts and maintained good relationships. It’s via those contacts and relationships that I’ve been able to get the brand up and running in this, its first year post-re-launch. But we are still taking baby steps and believe in growing organically with our retail and manufacturing partners. 

Do you feel any direct competition with other independent shoe brands, and how do you feel you will be able to express/showcases a different style and feel from the others?

I think its healthy competition and great to have as many independent brands as possible, especially since we are truly all facing a giant footwear monopoly, certainly where athletic shoes are concerned. It keeps things interesting and I’m all for offering different options to consumers. As for Clae, we’re not here for fleeting trends or the hot shoe of the moment. We’d rather build good shoes with style and just enough flair that will stand a test of time. If you build a brand around a great product, it might take a little more time but to me it’s more real. We want our consumer to reach for there Clae shoes from their closet because they are comfortable and versatile.

I like how Clae’s designs aren’t over the top, too much of this, too much of that, I love the simple style it posses why did you decide to head down that direction instead of what’s trendy right now?

Clae has always been about understated classic silhouettes that are comfortable and well made. Comfort is the focal point, and then we add some modern touches, twists and add some youthful color play. But we’re never going to be about that “look at my shoes!” sentiment. We are filling the void between sneakers and shoes. I know that I personally need shoes that are versatile - that can carry you from day to night without sacrificing style or comfort. Clae is here to address the changing times of men’s wear, I think we’re where footwear is going for this generation and beyond.

Before you start working on a collection what do you think about, how do you figure out what your focus will be on?

I think you have to work with what moves you. Whether it’s music, photos, food or film. I get inspired by things that I can get lost in. I let the creative process coupled with my footwear experience, do its thing.

What are your thoughts on the sneaker game right now, and the huge increase in the sneaker collecting world and where do you see it going?

I think too many big shoe companies got a little too happy with their limited edition releases. Right now there way too many unwarranted collaborations, half baked ideas, juvenile material play and rainbow bright colorways. The market is flooded with what are to me, un-wearable shoes.

What happened with PNB Nation why did you leave?

We were an independent streetwear brand that was going through drastic growth in an exploding urban market in the mid 90’s. I felt more at home being independent rather than being apart of a ig fashion corporation. We came to a cross roads where we really had to become an urban brand like Mecca, Phat Farm or Ecko to survive in that business. I just chose to do my own thing at that point and after my departure I was freelancing for Supreme, Union, Stussy, and DJed at various clubs and bars in the lower east side. Then I got a phone call from DC shoes, asking me if I was interested in designing footwear, which prompted my move to the west coast.

Why go from clothing to shoes?

I’ve had an affinity for footwear ever since I can remember. Probably because my parents didn’t believe in spending $39.99 for a pair of shell toes or clydes. Because I had to work and save to buy them, I appreciated them a lot more. Going from graphics to clothing to footwear seemed like a natural progression to me. It’s from 2D to 3D just with more layers. It’s more sculptural, an expansion of shapes, colors and texture hovering around function. Good interaction between creative/design and engineering.

Clae was in hiatus for 3 years did you always know you wanted to bring it back, or the shoe bug just itched so you scratched again?

During the 3 year hiatus, I was designing for DC Shoes and Ecko footwear. It was cool but I couldn’t really produce product that spoke to me. I always had it in the back of my mind that if the right situation came along, I was going to go for it…and that opportunity presented itself so I couldn’t resist.

Do you have any urge to jump into the athletic/sports shoes sector?

I’m not interested in designing a specific product for a specific need. I’m more interested in bringing general comfort and style to everyday leisure life. I’ll leave the athletics to the multi-billion dinosaurs that can spend ridiculous amounts of money on R&D, marketing and endorsements.

Having a fashion background as well as a shoe background do you think you’ll ever branch Clae out into apparel?

I did a few pieces and tees for out initial launch back in 2001 and they were well received but for now I really want to focus on footwear. I might produce some tees just to get some things out of my head and to have a little fun at some point though. Why not? 

Clae.com