Today we’d like to introduce you to DeNare Brown.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Laced Society started as an idea for a sneaker lounge. A place where individuals could come together and talk about the culture surrounding sneakers and the urban community. Customizing sneakers was created as a way of bringing two things, sneakers and artistic creations together and sharing a vision with the world. My first pair of shoes were a pair of Nike Air Max 1’s and they were pretty terrible. Over time and a lot of self-taught skill, practice, forcing myself to leave my comfort zone along with diligence my work begin to take a form of its own. My personal collection, family, and pick-ups from consignment shops are what really allowed me a canvas to perfect my craft.
Today, Laced Society has successfully established a brand and reputation that is still in the early stages and striving for growth. Once what was tunnel vision focused solely on a lounge and sneaker customization, has now broaden into the world of design; from customizing shoes, apparel, and accessories.
Has it been a smooth road?
Has any road ever traveled really been smooth, or does it require a good suspension and tires. Financing by far has been the hardest part of this journey. This business is solely self-funded, no outside investors, loans, or lines of credit. With that being said we operate slow and steady. Space is another issue, right now business is operated out of a home office. I have all of my equipment set up and make it work. Sewing machines, air brush equipment, computers, printing and cutting equipment, and of course a paint booth that I built in my garage.
The target market for sneaker customization is very specialized, so marketing to this demographic can be a challenge, but we are slowly figuring that out and getting our brand out there.
So let’s switch gears a bit and go into the Laced Society story. Tell us more about the business.
Laced Society creates art on wearable merchandise. We specialize in a variety of things, but are mostly known for customizing and restoring sneakers. Our apparel is something new, and we are just now starting to release capsule items to test the water on what our supporters like and are interested in.
A noteworthy highlight- While showcasing our customs, and apparel at Kicks 101 in Dallas, TX our work caught the eye of a Nike representative, that was interested in passing along pictures to higher ups at Nike.
Attention to detail, line precision, color pallets, and brush work tend to be what we are complimented on the most.
How do you think the industry will change over the next decade?
I see the overall industry of customizing remaining steady, because there will always be a niche` audience. I do see a trend of manufactures offering colorways that typically you would have to seek out an artist to obtain. This in turn is pushing artist to step even further out the box, and bring more detail oriented art that cannot be easily duplicated by a machine.
Brand leading sneaker companies have taken notice of the demand for customization and art, and have started initiatives seeking out reputable artist to collaborate with. Some companies have held special events to allow artist to showcase and present designs.
Contact Info:
- Website: www.laced-society.com
- Phone: 469-243-9516
- Email: info@laced-society.com
- Instagram: instagram.com/lacedsociety_
- Facebook: www.facebook.com/LacedSociety1
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