DAMON WAY - DC SHOES

Do you feel like the project got the respect it deserved from the sneaker kids?
I do not think it has at all. When we launched the program with only a handful of retailers who really understood and supported it. I thought that when the sneaker boutique formula started to roll out across the country a few years ago that we would be able to get placement of the program in these stores pretty easily. This was not the case at all. It was especially frustrating to see other brands adopt the concept and take it right into the boutiques and get placement after we had been knocking on their doors for a couple of years with really strong projects like Kaws and Frost shoes. It has only been in the last year that we have finally starting getting interest from this area of retail. I actually get asked more than ever now about the Kaws shoe. So many people slept on this one… And for those of you who didn’t, thanks for the support early on.

After SSUR, who’s next?
You will see a really interesting project with Ryan McGinness next Spring.

Is it still possible to say ‘limited edition’ and mean it?
Of course… Limited Edition does not actually define any particular quantity - it could be 100 units to 100,000 units. As long as the product is limited to a specified production cycle then it is limited edition.  This is not to say that a large production run would greatly dilute the value and uniqueness of any particular project.

I can’t imagine you want to sit on your hands for too long.
What’s next for Damon Way?
At the moment I am really inspired to continue working on DC. I have some projects in work that will be entirely new for DC that will be ready for Spring ‘07.

Thanks for your time...
Thank you for the opportunity…

This article appeared in Issue 7 of Sneaker Freaker. Buy it here