For his newest enterprise, trade veteran Wayne Kulkin is going in opposition to the grain.
The former Stuart Weitzman CEO has launched StreetTrend, a company on a mission to disrupt the luxury sneaker market with a series of area of interest, Italian-made collections that will likely be distinguished by more down-to-earth costs, quick response times and limited product runs.
"We want StreetTrend to be a laboratory for sneakers where we will experiment with new ideas and concepts, and create a collaborative relationship with retailers," said Kulkin, who is partnering within the venture with Jeffrey Hecktman, chairman and CEO of Hilco Global, which owns a number of vogue brands, together with Halston and Le Tigre.
Along with distribution partnerships with Italian brands P448 and Meline, StreetTrend is introducing its personal assortment, PS821, at retail in Might. Priced from $295 to $495, the streetwear-inspired line for women and men will function restricted portions of between 250 and 500 pairs per style, which might be unfold between solely a small handful of retailers globally, as well as the brand’s personal webpage. New styles will drop every month, and none will ever be repeated.
Every pair of footwear (and their field) might be numbered, giving the patron a feeling of having something special and unique. "They’ll know there will likely be solely 500 pairs of that type on the market, and they’ll be capable to go online and see precisely which shops around the world have it," Kulkin explained. "We want to tell a story and create a component of social commerce to the model." To oversee the inventive path of the gathering, the corporate has employed Simone Pezzuolo, former men’s designer for salvatore ferragamo shoes sale ferragamo belt outlet .
In an trade where long lead times are the norm, StreetTrend’s objective is to get new product into retailers’ fingers in underneath 12 weeks. "We intention to alter the buying cycle and keep a steady stream of recent styles on the market. It can allow us to react quickly to developments and ideas before they’ve run their course."
To make his untraditional manufacturing model a actuality, Kulkin is partnering with a string of factories across Italy keen to take on smaller orders and capable of speedy turnarounds. "Italy makes some of the perfect footwear in the world, and the level of high quality and craftsmanship these factories are able to deliver is incredible. There is nothing else like this at these price factors — I’m proud to say that. And we’re in a position to do this with the form of margins that retailers have to have."
All three of StreetTrend’s collections feature easy sneaker silhouettes with unexpected mixes of trims, colors and supplies similar to leather-based, suede, fur, calf hair and novelty textiles. "We’re tapping into a really exciting consumer need for sneakers that look and feel incredible," Kulkin stated.
Deliveries of P448 grownup sneakers — priced from $235 to $285 — are currently underway, sure for retailers together with Neiman Marcus, Nordstrom, Shopbop and The Shoe Box NYC. A kids’ offering is within the works.
"We love the [P448] brand because it affords us the chance to showcase a singular point of view by offering unique colorways," stated Anne Egan, VP and DMM for salon and designer shoes at Nordstrom. "The fast turnaround time is right for with the ability to react to what the customer is responding to at retail."
Separately, the Meline assortment, priced from $165 to $245, will start shipping to shops this month. StreetTrend is also exploring the concept of reintroducing a sneaker line below Hilco’s retro-inspired Le Tigre sportswear model (previously owned by Kenneth Cole Productions).
Kulkin mentioned he hopes his company’s unique, extra nimble method and concentrate on scarcity reasonably than high-volume distribution will resonate with retailers and customers.
"Small is good, and we embrace that," he noted. "If you look on the market at this time, it’s a lot of these smaller brands which are really dictating fashion.