1. Hi guys. Please go ahead and introduce yourself to our readers!
Damon: My Name is Damon Way and I am a co-founder of DC Shoes.
Jason : Hello all, I’m Jason Bass founder of JB Classics, co-founder of JB Classics Lab.
2. I bet things are getting a little hectic these days, since you are close to the launch of the project. How long have you been working on the project for? Who approached who?
Damon: You are right about the hectic-ness... Lots of moving parts to stay on top of. I think we have been working on the project now for 3 years or so... It took a while to get it off the ground but once we did the creative fell into place nicely... Then development challenges and time delays crept in pushing the release date out farther and farther. It is nice now to have worked through all of that to finally arrive at a finalized product offering that will make it into the market place shortly. As for who approached who... The project was born out of casual conversation around the idea of shaking up the industry by doing something that no other brands had done.
Jason : Controlled chaos it is , which is nothing unusual here... Day one; took place at the SOMA Museum in San Francisco, a cup of coffee & a simple let’s do this, it has been educational process in the making.
3. It's definitely a very special project and the first time we come across a Sneaker-to-Sneaker collaboration. What is different on a sneaker-to-sneaker collaboration compared to the usual collaborative projects both of your brands are involved in? What was the approach?
Damon: The premise of the collaboration was to venture into collaborative territory that no other shoe brands had dared to go... To demonstrate to the market that two naturally competitive brands can come together to create something positive and unique.
Jason: The objective is carving out a new way to see things, this is what we thrive on at JB Classics, the process technically is very similar to other internal collaborations we’ve done. However, the impact of influencing others to merge in a similar manner will be exciting to watch & hopefully a gust of fresh air to market.
4. Let's talk a bit about the products that came out in the project. There is a sneaker, and there is also a New Era cap and a sweater that come along. What can you tell us about the design of these pieces? What message do you want to bring across?
Damon: You are correct on the product assortment... As for the message it is in the text above, cryptically hidden of course.
Jason : The overall creative theme starts with Dendrochronology. Symbolically the GROWTH RINGS were used to point out that the power of natures growth is seen everywhere and overcomes all..The Phrase “ Water Up, Fire Down ” is used on the inner band of the cap as an influential statement describing equally natural, yet fundamentally different flows in which water goes up and fire comes down...there are many subtle accents found throughout the project..
5. What was the motivation for each one of you to participate in the project? Here at HighSnobiety we believe that the perfect collaboration has an added value for both or all brands participating. With the massive amount of collaborations these days many people seem to forget that. What was the added value for DC and JB Classics in this project?
Damon: The added value for the brands is not necessarily in the product as both brands can make shoes, but rather in the concept and the new territory charted as a result... It is statement piece to the industry.
Jason : The value is how this exchange is mutually understood & rewarding for both brands, as well as marks a first for both.
6. We are sure quite some people will be excited about the project and will want to get their hands on the goods. When will the DC x JB pack launch and which stores will carry it?
Damon: The official launch date is November 15th but could end up in the market sooner if the stars line up.
Jason : http://www.dcshoes.com/home.asp?section=JBclassics
7. Last but not least we wanted to ask you guys, if this will be the last collaboration between the two of you, or if we can expect more?
Damon: Anything is possible, but at this point we are just focusing on bringing this project to market.
Jason : Idealist’s we are, the possibilities are endless..
8. Thanks a lot for taking the time for the interview and congratulations on this project.
Damon: Thanks for the good words and for the opportunity to broadcast our message to your audience.
Jason : Thanks David, always a pleasure working with you ......
