Jacob

Let me break down that comment. I got into the footwear retail game in the mid 90's, the pre internet era. A time when most people shopping in the store were coming in to actually shop the wall. They got the chance to discover new product and get educated then and there on the shop floor. What made me fall in love with footwear was being able to see so many different types of people and styles gravitate towards so many different types of products. I got to understand why people liked what they liked on the most influential block in Manhattan, and arguably during the most influential time in footwear. 95-99 were the years that shaped my entire life. I was lucky enough to live in that era an find my passion when I turned 13. The pre internet era of my life. Then came the internet era which greatly changed the way people thought about products. Any products. Everything became more accessible so everything started to lose substance over a long period of over two and a half decades. People will tell you its all cyclical in this business and to some extent, that's true. However the internet wasn't part of a cycle, it was brand new. It was a disrupter that would change all facets of our lives. But over time what I realized most is that having all the resources at your fingertips from birth, made people a lot less curious. For example, as a kid, I was always thinking of shit I would need to go and open up physical encyclopedias to get the answers for. It made it a challenge to learn new things. Ironically, I find myself using that part of my brain a bit less knowing I could get the answers whenever I want them. Its similar with with the footwear game. The medium/platform lost its luster of keeping people engaged. Throwing too much shit at a wall and trying to make it stick. I'm noticing that people no longer want to be told what to like, they want to like it for themselves. Many no longer want the social ad or influencer dictating why they like certain products. It really is a renaissance of sorts. And here is what is cyclical, SUBSTANCE. People will always react to substance. This is the era that will force brands to be on their toes and to never take the customer for granted. It will force brands to measure their work with a gauge of substance rather than social reach. It is coming back to the age of touch and feel. I'm here for it. Kith was built on it.

117

174

196K