Subscribe to RR1 Live+ for exclusive virtual events all year long , conversations with Robb Report editors, special perks, and more.How a North Carolina Sneaker Shop Is Designing Shoes to Last a Lifetime. As a child of the ‘90s, he obsessed over Air Jordans and received a new pair of sneakers every Christmas.
“When I saw mass manufacturing, it was like a lightbulb moment,” James recalls of the experience. “When I would walk into a shoe store as a kid, I loved these. But I realized I was never given the story of how they were designed or how they were made. And that was a really significant piece that was missing.”
“I told myself that if I’m not going to design shoes, I’m at least going to make shoes for myself,” James says.In 2018, James’s DIY curiosity connected him with a Los Angeles business owner who was looking to sell off his shoemaking equipment. James later flew with his wife to Los Angeles, bought the machines, and suddenly found himself in the shoemaking business. He set up shop outside his hometown of Asheville, N.C.
In contrast to the flashy Nikes of his youth, James chose to strip the sneaker down to its most basic expression for his own design. The result of that distillation is the James, a classic court sneaker available as a low or high-top in materials including vegetable-tanned Italian leather or small runs of unique textiles such as selvedge denim and“I found that I was a person who wanted to wear sneakers to weddings,” James says of his preference for pared-back design.
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