Track to Tarmac
Written by: Stella Polyzoidou
Stylish couple browsing clothing rack
Sneaker Soles and Dress Shoe Goals, The Schneider's Shoe Venture Unveiled
Wolf & Shepherd Shoes, The Birth of the Idea
sitting at design table with Shoes
Jeans outfit details close-up
Jeans outfit details close-up
College athletes to footwear success story.
The Birth of the Idea
Making Comfortable Dress Shoes for Men
The Schneiders’ journey from college athletes to footwear innovators is a testament to their shared determination and resilience. After college, Justin pursued a career in footwear design, starting with Adidas and later moving to New Balance. Recalling his early days at Adidas, Justin vividly describes his first project: a modular track spike for multi-event athletes. But it was a conversation with his design director that truly shaped his approach to design.
“I remember my design director asking me, ‘What does every athlete want?'” Justin recounts. “And I said, ‘Well, they want lightweight, comfortable shoes with support.’ But he stopped me and said, ‘No, every athlete wants to win. That’s their purpose.'” It was this pivotal moment that inspired Justin to rethink his approach to design. “He challenged me to think about how we could inspire athletes to win with our shoes, and that’s a philosophy that I’ve carried with me ever since,” he explained.
The inspiration behind Wolf & Shepherd’s name and philosophy is as unique as the brand itself. Justin and Hope, both former athletes, found themselves drawn to the characteristics of a wolf and a shepherd. The wolf embodies ambition, drive, and fearlessness, while the shepherd represents guidance and support. “It’s about empowering individuals to perform at their best, whether they’re on the track, in the office, or out on the town. And that’s the ethos that drives everything we do at Wolf & Shepherd,” Justin added.
White sneakers casual fashion
Bridging the Gaps in Footwear
Combining the comfort of athletic shoes with the style of dress shoes posed a bold challenge for Justin and his team. Limited financial resources and sourcing materials globally initially presented obstacles. When I asked Justin about the challenges of blending athletic comfort with the dress shoe style, he highlighted the financial hurdles they faced at the outset. “Starting the business with limited funds was tough,” he admitted. “Finding factories willing to produce our innovative designs was a challenge, especially with high minimum order quantities in Asia.” However, these challenges fueled innovation, leading to the creation of unique designs that prioritize both comfort and style. “We take a holistic approach, marrying these elements together to create something truly unique. It’s not just about the product; it’s about the story we tell,” he explained.
Abstract digital fashion artwork
Daily Source of Inspiration
When I asked Justin about his daily inspiration for designing shoes, he emphasized the evolving landscape of fashion and technology. “The most inspiring thing for me is the fusion of worlds. Traditionally, brands were either sportswear giants or fashion icons, but our generation craves both,” he said.
Thus, Wolf & Shepherd’s authentic positioning in the footwear industry was born from a blend of sportswear and fashion influences. “Our narratives and products resonate with our generation’s desire for quality, comfort, craftsmanship, and innovation,” Justin explained.
Futuristic abstract garment design
Stepping Forward for the Future
Wolf & Shepherd’s future is marked by monthly style launches and retail expansion, such as their Madison Avenue store. They plan to open fifteen more stores in the next three years, focusing on omnichannel growth and targeting international markets such as Europe and Northeast Asia. While their origins lay in men’s shoes, their mission transcends gender boundaries. Justin underscores their commitment to inclusivity, stating, “It’s for all people.”
Get to know Justin better:
- In the intersection of fashion and athleticism, which innovation or trend excites you the most? It’s all about striking a balance between fashion and function, catering to the smart casual trend where clothing not only serves its purpose but also looks great in any setting. With a surge in the sneaker category in both North America and Europe, brands are emphasizing comfort alongside an elevated aesthetic. Incorporating Italian ripstop and leather into our trainers and sneakers, along with premium features like hot melt welt, excites us. Influenced by brands like Moncler and Fear of God, we’re crafting our own unique products that strike the perfect balance between fashion and function, catering to the smart casual trend
3. Headline from 2050 with TrooRa: “World now runs on _______!” Fill in the blank based on your wildest prediction. World now runs on Human Ingenuity: Leadership, Creativity, and Relationships at the Forefront.” In a futuristic society where technology dominates, human qualities like leadership, creativity, and relationship-building reign supreme, shaping the very fabric of our world.
4. We believe in the power of stories. Share an anecdote from your past that shaped your perspective on wealth, equity, or community service. Starting with minimal capital, my wife Hope and I embarked on building a premium product, often leading others to assume we came from money. However, wealth, to us, means having the resources necessary to grow our business, support our team, and provide for our families. From an equity standpoint, we feel a deep obligation to those who invest in us, striving to grow their equity.
5. Everyone has a favorite curse word or catchphrase they use (maybe more often than they’d like to admit). What’s yours and why? My go-to phrase is, “I’ll give it my all.” It’s a reminder to approach each day with determination and dedication, focusing on putting forth my best effort regardless of the outcome. It acknowledges that I have limitations but emphasizes the importance of giving everything I have to whatever I’m doing.
TrooRa Magazine
Words
Stella Polyzoidou
Central Macedonia, Greece
