On launching a brand in NYC.
New York is rich with talent, culture, capital and opportunity. It’s a great city to start a company while at the same time being a challenging one: expensive, competitive and unforgiving.
We chose Brooklyn specifically for a couple of reasons. For starters, there had never been a sneaker brand founded in Brooklyn. As we think long term we believe that when you think of GREATS you’ll know we’re from Brooklyn and that means something.
Secondly, Brooklyn is a cultural hub of NY and more broadly the world. People are flocking to BK for food, art, shopping, and we felt that we could be part of that excitement.
And thirdly, I love the big neighborhood vibe. I can walk to everything I need: gym, whole foods, apple store, GREATS office and the waterfront. It’s super convenient and doesn’t feel like the city because you can actually see the sky.
We live and work in Williamsburg and most of the buildings are still only 3 or 4 stories high, and you can feel the difference when you are in the city.
Our office building has an amazing view of Manhattan from the roof - truly breathtaking at night.
It’s funny how the goal for people born in BK used to be to move into the city, and now it’s the other way around.