Land has grown to become one of the largest South Korean conglomerates, primarily specializing in fashion and retail distribution. In addition to K-Swiss, E.
The company is actively involved in community service both locally and worldwide through its own E. Land Foundation, being one of the most civically active corporations in Korea, India, Vietnam and China. The super-hightop was originally released in , but the shoe was top-five in after a co-sign from Jay Z.
The sneaker took things back to a true hightop cut, and the vulcanized sole appealed to skaters. The skateboarding line has been a staple in the sneaker community ever since, even though everyone thought the design team was crazy when they first started showing off their vision. Whether you were kicking and pushing down the block on your skateboard or wanted a new sneaker to step up your style game, Supra was everything.
The signature line has come a long way in its fairly short existence—the Skytop has made a bigger impact than most shoes that have been selling for decades. We sat down with Supra founder Angel Cabada and Muska to discuss what the signature series has meant and how it came to fruition. Muska, Cabada, and designer Josh Brubaker never envisioned the Skytop to takeover sneaker culture the way it did in , which made the rollout that much sweeter.
It was before blogs created mass hysteria around releases and Instagram dictated what was cool; things took a little longer to resonate, but if and when they did it was for all the right reasons. It starts with your imagination, then you sketch, go back and forth with likeminded people that you value opinions from, and then you execute.
Skateboarding and basketball have similar use and needs from a shoe, but the upper is completely inspired by skateboarding and how it would react while riding a board. Having the kicks pop up so often made it one of the most searched brands and replicated looks. This was a few months before they actually started to really gain momentum and it sort of snowballed after that. Then Jay Z ended up in a few things rocking them and the rest is history.
Yes, indeed, it was a line people appeared quite proud to wait in. And, surprisingly, it was a line for Supra, the famed streetwear, skate brand that was founded in Southern California in by Angel Cabada and a team of pro skateboarders.
What followed, however, was a relatively silent lull. Photo: Supra Steve Harden, president of Supra Last year, K-Swiss Global Brands named Steve Harden the new president of Supra, overseeing all facets of the business including product, marketing, operations and sales globally. That book is today and is always on the corner of my desk, as a reminder of what Supra can be. In order for retailers to see and feel the brand, they have to feel the brand heat, where consumers are asking for your brand and specific product.
This has been a missing ingredient from Supra for the past several years. To best determine where we were as a brand, we reached out to Highsnobiety, Complex and MetricLabs in Europe to listen to our end consumers.
We learned more about Supra than we thought we would. The most revealing part was the strength and perception of the Supra brand.
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