Archive for November 17th, 2009

New Balance – The Freedom Trail Collection

Tuesday, November 17th, 2009

<br /> New Balance - The Freedom Trail Collection
Boston-based New Balance announces the next collection from the brand’s Partnership Program – The Freedom Trail Collection- designed and developed in tandem with venerable sneaker shop, Concepts, in Cambridge, MA.

Featuring two silhouettes from New Balance’s USA team, The Freedom Trail Collection re-introduces the classic 1500 sneaker and launches the first ever 875 boot.

Inspired by one of Boston’s most celebrated landmarks, The Freedom Trail, the collection pays homage to the shared importance of historic Boston as both New Balance and Concepts share headquarters in this New England city. With a nod to the Freedom Trail’s red footpath and the brown brick of Boston’s antiquated North End neighborhood, the shoes came to life in premium brown leather and red accents.

“We were very much inspired to create something that was premium, outdoorsy and spoke directly to our Boston roots,” stated Frank Rivera, brand manager and buyer for Concepts. According to Rivera, “When we first sat down with New Balance, we saw a lone boot sitting in the corner of the room on its side. We grabbed it and at first sight, knew this boot needed to be introduced to the marketplace. This was the 875. As for the 1500, we have always known about this classic sneaker and were inspired to re-invent this model with a Concepts look and feel.”

The 1500 is a heritage New Balance style originally built domestically back in 1989. The 1500 was originally built as a fully-loaded technical running shoe. Specific detail executed solely for Concepts include: full grain leather upper, pigskin leather lining (more luxurious and breathable that a comprable synthetic product), and embossed tongue tag.

The 875 is a brand new style launched to the public for the first time via The Freedom Trail Collection. The boot was designed for comfort and durability. The sole unit includes New Balance Rollbar technology for maximum support and stability. Additionally, NB designers used a PU Wedge in the heel (similar to the wedge that offers superior support in the NB 993) and compression molded EVA in the forefoot. The 875 features a full grain leather upper, pigskin leather lining, and embossed tongue tag.

Regarding the introduction of the 875, Luis Navarro, product manager for New Balance Lifestyle stated, “With the increasing popularity of outdoor footwear, we saw the opportunity for New Balance to tap into the brand’s trail heritage with the introduction of the 875. Featuring proprietary New Balance trail technology including Rollbar, the 875 is a fully functional trail boot dressed up in the most premium of materials.” Navarro continued, “As a brand, we have a strong heritage in trail and we have a strong position if we play to that heritage and leverage our background and experience in this category.
Mens New Balance Trainers

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True Religion jeans by Jeff Lubell

Tuesday, November 17th, 2009

<br /> True Religion jeans by Jeff Lubell

How True Religion jeans got started

To build his brand, founder Jeff Lubell gave pairs of his True Religion jeans away.

My dad was in the clothing business and moved to L.A. with a New York apparel company when I was 20. I asked if I could work for him. He said, “Why don’t you get a job in textiles first and learn the industry?”

So I got a job at a swimwear company, which was fitting because I was captain of my high school team. I ended up staying in the textiles industry for 25 years.

Don’t be afraid to approach powerful people.

When I decided to launch True Religion, I went to industry leaders like Mickey Drexler, who was then at the Gap, seeking backing. I couldn’t find private money, but I eventually found a jeans manufacturer to help me get my brand started.

Skip the prototype.

I had a concept to create a unique line of jeans with colored stitching and lower pockets. I designed a myriad of styles, and I produced about 14,000 pairs before I sold a piece. Usually you do it the other way around — you make a sample line, go to market, get orders, and ship your production.
0:00 /1:43Post-Turkey Day price carving

Comp the sales staff.

I went to Fred Segal on Melrose and showed the jeans to a guy who was running the jeans bar. He hated them. I knew his boss, so I showed her the line, but she said, “I don’t get it. I don’t think my customer is going to get it.”

It took me an hour to wear her down, but she finally took 24 pairs. A month went by, and I went back, and they’d only sold two pairs. I asked the sales guy if I could give him a pair free. He and the other workers came out to my truck and I gave them the jeans.

Four days later I went back and couldn’t find my jeans. I asked where they were, and he said, “People would come in and ask, ‘What are those that you’re wearing? I want those.’” They sold out.

Secrets of my success

Manufacture locally
It’s expensive to make jeans in L.A., but there’s a value to doing it locally. We can produce small runs and then gauge the market reaction before we make larger investments. It allows us to be flexible when introducing new styles.

Protect your name
We combat counterfeiters daily, both online and on the street. We hire experts to seek out the source of the problem, and we work with government agencies around the world. It costs a lot, but you have to be really vigilant.

Outsource everything
I didn’t want to own anything, so I depend on my contractors to do everything. They’ve already made significant investments in fixed assets. By working with them, we benefit from their experience.

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