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February 10, 2010
Browsing around the shoe brands at Compass (a trade show
in New York) I stumbled upon Warrior Footwear. I first met Bobby
Touran and his business partner Danny Danesh over the summer when they
were searching for a store, on Broadway in NoHo, that might be
interested in carrying the brand. Initially I didn’t know what to
think of the brand. Probably because I’m not one for tennis shoes.
But after a quick inspection of the seemingly simple footwear I
realized the artistry of the warrior. It was at Compass (months
later) that I learned the history. Warrior Footwear started in 1935,
originally used as a sporting shoe for Chinese athletes.
Fancy Face: What’s your involvement with Warrior Footwear
Touran: Danny and I are brand managers. We deal with
overseas marketing and international brand management and distribution.
Fancy Face: How did you get started with Warrior?
Touran: We went to the Shanghai Warrior factory in
Shanghai, where the shoes have been produced since the 1930’s, we
formed an agreement of partnership with the factory to give new life
TO this iconic brand. We wanted to stay true to what the brand had
been, which was a lifestyle item. We started Warrior Footwear LLC.
We wanted to reinvent and build on the heritage of the Warrior brand
and expand the categories into new merchandise, like backpacks and t-shirts. Our goal is to start introducing our own models OF this
great brand around the world.
Fancy Face: Why do you think the brand has been around
for so long?
Touran: Warrior is sort of the ultimate lifestyle item in
recent Chinese history. As far as footwear, it has been a staple in the
culture. Warriors are extremely durable; the aesthetic is very
classic with simple lines and basic colors. It’s the kinda thing
that’s not going to come out of style. Looking at other footwear now
most brands are going back to the basic, with simple silhouettes. The
brand has been ubiquitous for a long time like a Converse.
Fancy Face: Yeah I notice that brands like Converse and PF
Flyers for example, are the kind of footwear that you can see anyone
rock in the 70′s and again today.
Touran: What’s interesting about footwear is you do have
to have something on your feet every day. And to have something as simple and understanded as a pair of simple sneakers, it is part of the whole
reason that other brands have been able to be around for so long, like
Converse, and Warrior.
Fancy Face: What does the word Warrior mean to you?
Touran: Endurance it has to do with standing out, being
an exception. But at the same time it has a quality of openness to
it, in that it could really apply to everyone and it’s going to have
individual meaning for each person.
Fancy Face: The brand has a devoted following with
alternative youth in Beijing and Shanghai, do you see it having the
same following with the American youth?
Touran: Absolutely! The types of people who like our
shoes are the same sort of alternative youth. Anybody who’s going to
buy our shoes is kinda an alternative youth because it is a new brand
in parts of the world. There’s a risk in trying a product that many
people don’t know about. To me the phrase “alternative youth” is in
reference to people who are into the arts, cutting edge kinds of
design, and modern music. Alternative youth used to be into Elvis,
and MTV, for example. We’re kinda like a band that’s
trying to find our sound.
Fancy Face: Which is your favorite shoe?
Touran: My favorite silhouette thus far is the White on
White Classic— which will be released this March. It’s my favorite just because the Classic is kinda the shoe
that started the company. It’s different and yet very simple. My
“standby” or “go-to” Warrior is always the Red on White Classic and
I’m excited to have it released in a new colorway.
Fancy Face: How was it selling your brand when I saw you
last summer?
Touran: Trying to promote a brand that’s from China has
been difficult because people think the quality is bad. Which is not
at all true. The shoes are very durable and quality made. When we
first came with the product when you saw us last summer, we were
fairly new with the product and just testing the waters. We are
trying to develop the brand with it’s own integrity.
Fancy Face: You mentioned “band” earlier…what band
would you say best represents Warrior Footwear and why?
Touran: Good question. I think in a way we’re almost
like “The Strokes.” First of all I’m a huge fan of the band, like
my business partners are. They had a sound that was new but was
familiar. The music had substance. our team behind Warrior is trying
to maintain the story and history of the brand. We’re sort of new on
the scene and trying to do something a little bit more different. The
Strokes have 5 people, though and we only have 4 on our team so maybe
it’s not like them [LAUGHS]. Nobody’s ever asked me that before.
Fancy Face: Do you watch sports?
Touran: Yes
Fancy Face: Since warrior started as footwear for Chinese
Athletes, what American athletes could you see wearing the shoes?
Touran: We have kinda moved away from the whole athletic
background. That was much earlier in the brand’s history. In more
recent times it’s more of a lifestyle brand.
Fancy Face: If you had to outfit Jay Leno with the brand
which shoes would you send to him?
Touran: Jay Leno…well I’d send him our Classic shoe
with the blue stripe, from our new collection. I just get the
impression he would like the color blue and there’s something about
it. I know he likes driving a lot, and it’s very comfortable. He
strikes me as the kinda person who likes to break in his shoes and
wear them for a while.
Fancy Face: What’s the next season look like for Warrior
footwear?
Touran: In fall we’re going to be introducing a few new
models we designed ourselves. With new silhouettes and new color ways
in existing styles. We’re also hoping to offer apparel and accessories.
More recent than next season we’re doing an online sale
at our website all next week (week of February 15) to correspond with Chinese New Year (it’s the year of
the Tiger) and the 75th Anniversary of Warrior.
Fancy Face: If you were a Warrior shoe what would your
first words be?
Touran: I’m pretty damn cool!!!
