#341 - Jamie Thomas Launching A New Footwear Brand "Warsaw"
Oct 7, 2024
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Jamie Thomas, a legendary professional skateboarder with a rich history in footwear like Emerica and Fallen, discusses the launch of his new brand, Warsaw. He shares insights on his extensive shoe journey, from his first pro model to navigating the complexities of launching a new brand. Topics include the financial challenges of start-ups, the importance of collaborating with skate shops, and the thoughtful design behind Warsaw's products. Plus, he hints at an exciting 50th birthday celebration on the horizon!
Jamie Thomas recounts his extensive footwear journey, beginning with Emerica and evolving through various brands before launching Warsaw.
The new brand, Warsaw, aims to resonate with both skateboarders and lifestyle consumers through thoughtfully designed and versatile footwear.
Thomas emphasizes the importance of collaborations with renowned skaters and artists to enrich skate culture and promote brand authenticity.
He shares insights on the shoe design process, focusing on durability and comfort through the use of various quality materials.
Amid launching his new brand, Thomas prioritizes personal fitness as crucial for mental clarity and resilience at 50.
Fostering meaningful relationships with skate shops is central to Thomas's strategy, aiming to establish brand loyalty through community engagement.
Deep dives
Merchandise Promotion
The episode opens with an enthusiastic promotion of new merchandise available on the related website, featuring an array of items including t-shirts, hoodies, mugs, and unique products like Nine Club Yeti drinkware. There is an emphasis on hydration with the introduction of a 26-ounce Rambler, travel mugs, and a French press for coffee lovers. This serves to create excitement among the audience about the merchandise that reflects the brand's identity and community. The host encourages fans to support by checking out the website for these products.
Jamie Thomas's Journey
Special guest Jamie Thomas shares his journey in skateboarding, highlighting his history with shoe sponsors including America, Etnies, and Simple Shoes. He details his transition from amateur status to professional sponsorship, sharing anecdotes about receiving one of the first pairs of Vans Half Cabs. Thomas discusses his passion for footwear from an early age, expressing how it has always played a significant role in his life as a skater. His narrative showcases the evolution of his career and the development of his love for sneaker design.
Launching Warsaw Footwear Brand
Jamie Thomas announces the launch of his new footwear brand, Warsaw, coinciding with the episode's release date. He reflects on the journey of establishing the brand and the inspiration drawn from his past experiences in the skateboarding industry. He shares details about the envisioned collaborations, styles, and his desire to create footwear that resonates with both skateboarders and lifestyle consumers. Thomas expresses a sense of urgency and excitement about introducing the brand to the public.
Footwear Design and Process
The discussion dives into the design process of shoes, with Thomas sharing insights on the various materials used in different sneakers. He compares the qualities of pig suede, cow suede, and synthetic suede, elaborating on their durability and wearability for skating. With an emphasis on thoughtful design, Thomas aims to ensure each shoe fits true to size and meets the expectations of comfort and style. He reveals his strategy of creating a versatile collection that balances performance and lifestyle appeal.
Inspirational Collaborations
In an effort to cultivate an inclusive and rich skateboarding community, Thomas reveals plans for collaborations with iconic skaters and artists like Ed Templeton and Bryce Knies. He discusses the significance of these collaborations in not only promoting the brand but also elevating the culture of skateboarding. These partnerships are intended to spotlight the artistry behind skating and to foster a sense of unity among various skateboarding generations. Additionally, limited edition skateboard designs will accompany these collaborations to further enhance brand storytelling.
Personal Insights on Growth and Fitness
Thomas opens up about his journey toward fitness and personal growth, mentioning a new regimen that has positively impacted both his mental and physical health. He emphasizes the importance of staying fit, especially being 50 and dealing with the pressures of launching a new brand. His commitment includes regular yoga sessions, calisthenics, and an overall health-conscious lifestyle. Thomas acknowledges how fitness not only keeps him in shape but also contributes to the clarity and focus needed for the brand's development.
Emphasis on Authenticity and culture
Amidst the corporate skate brands dominating the market, Thomas expresses a desire to forge a path based on authenticity and a genuine connection to the skateboarding community. He aims to create a footwear line that captures the spirit of skate culture while appealing to a wider lifestyle audience. By interacting directly with skate shop owners and fostering relationships, he seeks to establish a collaborative atmosphere rather than a transactional one. This approach emphasizes the importance of heritage, craftsmanship, and identity in his brand.
Launch Strategy and Community Engagement
Thomas shares his strategy for launching Warsaw, which includes hosting a special event to celebrate both the brand's introduction and his 50th birthday. He plans to hold a launch event at a skate shop where he will interact with fans and showcase the new line. This event is not only aimed at driving sales but also at building community involvement and awareness around the brand. Thomas highlights the importance of engaging with the audience and creating memorable experiences to enhance brand loyalty.
Distribution Plans and Shop Partnerships
The conversation turns to the distribution of Warsaw footwear, where Thomas outlines plans to partner with various skate shops across the U.S. and the U.K. to create meaningful relationships rather than standard transactional sales. He discusses the challenge of gaining shelf space in established shops and emphasizes the need for a strong narrative behind the products. With a targeted approach, he aims to secure about 25 stores in the U.S. and a handful in the U.K. for initial releases, making each partnership a potential growth opportunity for the brand.
Anticipation for Future Releases
Looking ahead, Thomas expresses optimism about future releases and the potential for continued partnerships with other prominent figures in the skateboarding world. He plans to continue evolving the product offerings, aiming for a diverse range of styles and materials to appeal to different audiences. With the success of the initial launch, Thomas is already brainstorming ideas for seasonal releases and collaborations that align with the brand's mission. This sense of anticipation sets the stage for a dynamic future for Warsaw.
Reflections on Career and Legacy
The episode concludes with Thomas reflecting on his long-standing career in skateboarding, expressing gratitude for the experiences and relationships built over the years. He shares insights on the importance of leaving a lasting legacy in both skateboarding and the industry through projects like Warsaw. Thomas remains passionate about contributing positively to the skate culture and supporting fellow skateboarders through his new venture. As he navigates these new challenges, his dedication to authenticity and creativity continues to shine through.
Final Thoughts and Closing
Finally, Thomas leaves listeners with an encouraging message about pursuing passion in the face of challenges, emphasizing the value of hard work and dedication. He remarks on the power of community in skateboard culture and the responsibility that comes with creating a brand within it. His excitement about the future of Warsaw is palpable, and he invites everyone to join him in this new chapter. Thomas's journey resonates as a testament to perseverance, creativity, and the enduring spirit of skateboarding.
Jamie Thomas is launching his new footwear company Warsaw this week, his footwear journey starting with getting on Emerica & designing his first pro model, learning the process of making shoes, leaving Emerica to help launch Adio Footwear, leaving Adio for Circa Footwear, starting Fallen with Ken Block and Damon Way from DC Shoes, the end of Fallen Footwear, starting his new brand Warsaw, partnering up with skate shops to launch Warsaw, how much it's costing him to launch Warsaw, his 50th birthday part coming soon and much more!
Timestamps
00:00:00 Jamie Thomas
00:01:54 Jamie's shoe journey begins with Vans
00:05:47 Writing Eric Meyer to get on Simple Shoes
00:06:47 Designing is first pro shoe for Emerica & leaving Emerica to help launch Adio
00:12:07 Launching Adio Footwear
00:13:53 Learning the process to making shoes
00:15:48 Leaving Adio for Circa Footwear
00:28:48 Starting Fallen with Ken Block and Damon Way from DC Shoes
00:33:15 His skating was affected by running all these brands - Black Box / Fallen / Zero
00:36:43 The end of Fallen Fallen Footwear
00:41:40 Riding for Straye Footwear
00:47:41 Starting Warsaw
01:12:32 The Warsaw shoes
01:28:51 How much it's costing Jamie to launch this new brand
