By  on June 13, 2013

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.

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