The direct-to-consumer efficiencies of e-commerce have become the go-to business model of many a fashion start-up. Following in the well-trod footsteps of companies like Everlane, Flint & Tinder and Harry’s shaving products comes Greats, a new men’s footwear concept that launches in August.
Founded by two footwear industry veterans, Jon Buscemi and Ryan Babenzien, the company will offer classic shoe styles, beginning with retro-looking sneakers, with high production values and accessible prices. “The footwear industry is incredibly inefficient. By disrupting the traditional retail and e-commerce model, Greats will be able to make a premium-quality shoe and offer it to the consumer at a much lower price,” said Babenzien, who has been the chief executive officer of tennis apparel maker Boast since last year, but is stepping down from that position this month.
"You start one way as a baby, but why shouldn't you be able to choose your own path as opposed to culturally people telling you which way to go?" - Thom Browne at his men's spring 2018 show, where he celebrated gender fluidity. #pfw #wwdmens (📷: @delphineachard)
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)