Why a sneaker blog? Did you see another site and just say, “I can do better?”
Sneakerfreaker isn’t really a sneaker blog as such. We’ve been around since 2002, which I’m pretty sure makes us officially ancient and one of the earliest sites. There was Crooked and Fixins back then, but the online sneaker landscape was pretty much barren at that time, so we didn’t really have anyone else to compare ourselves to. We started off at a pretty unsophisticated level, and it was originally a forum and a blog, I guess, but now we’re a much different beast, and we publish in a totally different way. A lot of the magazine content is cross published, which means we have dozens of excellent features which are all in-depth explorations of brands and genres. I don’t think any site has anywhere near the level of information that we have on tap for our visitors. At the end of the day, everyone in our category shares the same traffic to a large extent, but the best sites have their own spin, and ours is definitely pitched more at a person who likes to read and soak up a decent story.
Are you making a living off the site?
The site is one revenue chunk out of all the things we do. There are also the magazine sales, advertising, marketing, copywriting for brands, creating and designing catalogues for brands like Puma and Nike. We all get our hustle on any way we can.
What were you doing before the blog?
I had my own design firm for about eight years, and most of the clients were in fashion or music. I also used to work on big budget films doing design, things like making money for bank robberies, creating entire police stations and graveyards and all kinds of shit. The film jobs were great, unfortunately all the ones I worked on turned out to be stinkers like Ned Kelly and Queen of the Damned. But we always made some really nice things during the process and I’d love to go back and make another film one day.
What’s the most rewarding part?
I think it all comes down to people and making friends over a long period of time. I know it’s a bit corny, but we’re all in the game, and when we get together like we did in Beijing with Nike recently, it makes for a fun, lively time. The weird thing for many Americans is that we’re not all based in the States—I’m in Melbourne, Australia, David is from Switzerland, Kevin is from Hong Kong, and there’s Chooee from Streething in Malaysia. After six years beavering away on Sneaker Freaker, I can pretty much travel anywhere and look up some great friends. It’s extra hard work if you live down here where I am, it’s 30 hours in a plane to New York and more than 24 to Europe.
What’s been the most popular post?
Our most popular post this year was the Nike horseriding boots for the 2008 Olympics. It was picked up by a lot of people who love horse riding…and hated Nike’s boots for some reason.
What’s your holy grail?
I don’t currently have a grail, but my favorite shoe right now is the black version of the Blaze of Glory that I designed for Puma. I just posted out some pairs to friends and family today, they all got a pair made from real sharkskin and they look amazing! I’m really proud of this one; it’s a weird, rad looking unit that’s quite confronting in many ways. There’s a lot going on, but the colors are dope, the rake is cool, the shoe is mental comfortable and it just looks hot! Aside fom that, I’m looking forward to Solebox’s Gel Lyte; I loved the Tech Pack Safaris from earlier this year in both colors; Bodega did that great Spy Vs. Spy shoe and they have a hot shoe with another brand that I’ve seen.
The silhouettes of shoes have slimmed down a lot in the past couple of years, and the market seems much bigger for simpler, classic, almost retro shoes at the moment. Do you think that’s just nostalgia, or was design better before?
Nostalgia is part of it, but there’s no denying that the ’80s and early ’90s produced the most amazing run of new designs. In the past I have been drawn to chunky good things like the old AF-1, Jordans 2 and 3, the ZX Runners and Reebok Pumps, but right now, as I have written in Sneaker Freaker, I’m only wearing new shoes I have never worn before such as the Asics Bussleton, ACG Wildedge, Free Everyday, Gel Trail… There’s a stack I’m trying out. People actually freak out when you wear some mad modern shit, I highly recommend it. It does take a while to get used to and you have to subtly modify your wardrobe, but once you’re free from the past, it’s incredibly liberating. And it snaps necks like crazy! Perhaps I’m a little bonkers in this regard but I’m doing my best to shine a little light on some new shit even if people think I’m a kook.
Where do you see designs going from here? Are designers just going to increase the height of high tops until they hit your knees?
There’s no doubt the high tops will keep getting higher, the lows will get lower and everything in the middle will get both weirder and blander as various aspects of the market fragment and eat themselves. The biggest concern is the lack of confidence in the economy and the oversupply of styles, brands and sneakers in general. Companies will be forced to play by a more conservative set of rules and fewer chances will be taken with design, which I think is a sad thing. Aside from New Balance, Asics and Nike, most of the brands have given up on performance sneakers, which is a worrying trend. When was the last great idea that really popped off? Crocs probably… I love the new Hyperdunk though, I hope that does well.
Do you own a pair of flip-flops?
Hell, yeah, it gets hot here…you gotta have flip-flops!
