Kenny Hoyle X Altamont
Color: Bone Suede
Color: Purple Suede
What styles retailed well for your brand in 2009, and how did you use this information to build your line for 2010?
The Gavin CT, Rico, Coen, and the Berra 6 all booked really well in 2009. All four of these styles are coming back in 2010. They’ll be offered in all new colorways.
What new materials, constructions, or features are you most excited about for your 2010 line?
In addition to our usual, skate-specific technology features we’re introducing Flex Feel Technology in 2010. Similar to our Sk8 Lite technology, which focuses on weight reduction, Flex Feel offers skaters an ultra thin insole, which provides greater board feel and sole flexibility.
What’s the general design direction of your 2010 line and why do you think it will be successful at retail?
We design shoes using profiles and constructions that have been tried and tested in retail environments. But aside from that, we custom tailor marketing campaigns to push each special project. Giving each project a proper marketing push via print ads, videos, web features, retail promotions, and special events assures that they’re visible and attractive to consumers.
Does the line feature new pro models, collabs, reissues, proprietary technologies/ materials, or other notable innovations?
2010, particularly the fall line, focuses on aligning our brand with some of the best skateboard and apparel brands in the market. We’ve got several great collabs happening with brands including Girl, Diamond, Altamont, and almost. We’ve also got a new pro shoe dropping for Torey Pudwill that we’re really excited about.
How has your brand approached mid, high, and sky-tops for next season?
Our approach to style offerings is a combination of what we know skateboarders want and what we think retailers will be able to move. Obviously we want to offer shops the widest range of style options as possible to suit the varying needs and wants of their customers. Producing product that meets the needs of retail is always priority one in our design studio. We offer lows, mids, and highs in every seasonal line.
What percentage of your brand’s line is vulcanized, cup sole, or other sole constructions? Why?
Again, offering a wide range of sole constructions goes back to our retail and skater-centered design philosophy. Every skateboarder has a sole construction preference. We cater to them all so skate shops have a range of sole constructions to choose from when ordering. Pro models, however, are soled based on what the rider wants and uses for daily performance. The Torey shoe coming out in Fall, for instance, is vulcanized. That’s what Torey likes.
Provided by Cullen Poythress