28 Jun How Rick Owens Is Using Sneakers To Fuel His Growing Empire
Years before his label amassed a big sneaker fan base, Rick Owens remembered a time when shoes were still unfamiliar territory.
“Like I’ve done with everything in my life, you fake it until it comes true,” the designer said in an exclusive interview with Footwear News. “I actually used to mold rubber soles myself, because at the time I couldn’t afford the minimums. The construction was completely wrong.”
Flash-forward to today, and Rick Owens sneakers appear on a diverse range of brand devotees who worship his clothes like a religion. They’re a hard-to-miss clan that’s equal parts glam and goth, typically dressed in all black and wearing one of his signature leather jackets.
“Rick Owens has cultivated a passionate and loyal following who wear the collection like a uniform,” said Federico Barassi, menswear buying manager for Ssense, an e-tailer that focuses on luxury and independent designers.