Clae

California-based premium footwear label Clae represents the virtue of relentlessly pursuing a focused vision. The brand’s six-year history chronicles how reinvention has manifested a modest but impeccable range of shoes that complement the lifestyles of modern consumers. To that end, Clae is a study in permanence. Rather than capitalize on the tired colorway experimentation formula that has over-saturated the footwear market today, Clae emphasizes subtle and fundamentally sound silhouettes that strive to stand the test of time. Join us as Clae’s founder, Sung Choi, discusses the inner workings of his innovative brand.

“the essence of streetwear is the concept of D.I.Y. It’s a movement of young people creating new and meaningful products for their peers and beyond”

Format: How was Clae established and who is involved?
Sung Choi: Clae was born out of a need for a new approach to footwear, which was to modernize the stylings of classic, casual silhouettes and blend them with the comfort of athletic footwear. I wanted a brand that was driven by lifestyle rather than performance – versatile footwear relevant for today’s consumer.

Clae was originally launched back it 2001 through Podium distribution. In exchange for my service as footwear director for Lakai, they helped me launch Clae. Unfortunately the brand vision and back end partner weren’t right synergistically, so I pulled the plug in 2004 to re-organize and find a partner who more closely shared my vision

Format: A critical element of the CLAE story is reinvention. What is the most important consideration in reincarnating an endeavor of this scope?
Choi: The most important thing is that there is an audience for Clae. I think the market is more prepared for our brand mission and has a deeper understanding of what we were trying to do back in 2001. After years and years of “special” sneakers from the same companies, it’s refreshing to have new product. Clae is here to address the greatest common denominator of footwear consumer who understands and demands style, comfort and versatility. It’s our mission at Clae to meet the needs of today’s savvy consumer. We love the strong support of the blogging community and independent retailers who understand Clae’s vision.

Format: What are your thoughts on CLAE being associated with streetwear culture?
Choi: I believe that the essence of streetwear is the concept of D.I.Y. It’s a movement of young people creating new and meaningful products for their peers and beyond. In that way, Clae is definitely part of that movement. We’re independent and bringing new options to our peers. On a personal level, I look at my own journey — starting with Triple 5 Soul in its infancy on Ludlow street in late 80s, to joining PNB nation in the early 90s and designing graphics for street labels like Supreme and Union in the mid 90’s, then moving out West to design shoes for DC in the late 90‘. My work has kept me very close to the core origins of the movement. It’s inevitable that Clae is associated with that culture. Clae is a result of me growing up in this environment for the last 20 plus years.

Format: Many critics of the independent footwear business emphasize the often subtle and sometimes blatant thievery of design in many of these brands’ models. Please discuss how CLAE manages to develop original, progressive silhouettes for its product while simultaneously maintaining the ‘classic’ essence touted on the brand’s website.
Choi: Growing up in New York City in the 80’s, I bore witness to the evolution of sneakers from playgrounds to the streets. This gave me a great foundation and an understanding of footwear from product and cultural perspective. That helped me see where footwear came from, but importantly, where it could possibly go. Retro has been a response to the overworked tech shoes of the late 90’s. So we naturally went all the way back to Chucks and Vans – now it’s time to move forward and bring in modern interpretations and technological advancements that make sense for today’s culture and lifestyle.

I’ve been designing shoes for over a decade now, and I know better than to directly utilize familiar silhouettes. As a designer at different brands, I’ve pushed myself though the years to develop new styles and categories. Of course, I’m not reinventing the wheel and I reference designs and elements of style that I fancy and that have stood the test of time, but it’s how that inspiration is internalized, re-interpreted and executed that will separate you from the pack. Clae is more interested in what others are not doing.

Format: A significant challenge independent apparel brands seem to inevitably grapple with is expansion in the face of corporations who push similar product. Where is CLAE headed in the next few years and what is the brand doing to stay relevant in relation to its competition?
Choi: To stay relevant in relation to my competition, I need to make quality, innovative, comfortable and stylish footwear, our number one priority. With that foundation, we can grow with support from independent media and retailers. With dramatic change in media and retail in last few years, both of which have had tremendous impact on how people consume. The consumer has more choice and a desire for more knowledge about the products or brands that they support. I think it’s a great time for independents – the big companies can knock me off, sure. I’ll just keep pushing forward; stay one-step ahead and cross that bridge when I come to it.

Format: Collaborations have become a ubiquitous phenomenon within streetwear over the past several years. What is CLAE’s perspective on the value of collaboration?
Choi: Collaborations are valuable for what two different brands can potentially bring to the table – a wholly new product for both parties’ fan bases. Clae’s collaborations have to be more about the product rather than association and I think they are best when there is a mutual respect level between the brands. The union of two or more creative forces on a single project should definitely consist of more than additional logos slapped on a product.

Format: What are some standards of consideration that CLAE enforces when working with other entities on mutual projects?
Choi: Mutual respect, potential benefit and the ability to bring something new, exciting and unexpected to the table.

Format: What is the one technical advancement in footwear that you would like to see occur within the next few years?
Choi: I’d like to see more environmentally safe and efficient methods of production — from leathers, textiles, rubber to packaging.

Format: The models in Clae’s current collection have names that evoke nostalgia for cultural forces, including jazz and literature. Are there specific pieces by authors or artists that inspired individual shoes in this range?
Choi: It’s more of an homage, you know. I’m trying to follow in the footsteps of greatness. I use the names of individuals who have given me so much inspiration over the years – it’s less about specific pieces, and more about the individual’s vision, discovery, and art of pursuance or accomplishments. For example, our spring offering called Cousteau is named after Jacques Cousteau the man synonymous with under water exploration. I made a shoe that referenced boat shoes, so who better to name it after than the man who said, “a lot of people attack the sea, but I make love to it.” I respect his love for this earth and his endless quest for discovery through travel. The approach to his passion, let’s say.

Format: If you were to create a shoe inspired by Thelonious Monk, what colors and materials would go into its construction?
Choi: I would have to say the end result might be off kilter in some way – never on schedule but always on time. Maybe I’d mix unexpected textures like herringbone wool with a bamboo weave to represent his love of fedoras and suits, and his unique bamboo frame. As for as the color: light brown with touches of purple and fuchsia in unexpected places.

Format: Evolution or revolution?
Choi: Both – one just takes longer than the other.

More Info: http://www.clae.com/