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This is For The Sneaker Girlies with KJ
124 Plays6 days ago
This week I am joined by KJ and we got right into the current state of sneakers. How she got into kicks, how she moves around the space. Her time working with startups, taking over Common Ace. Being able to be on the beach and being known as the Carry on Queen. Also we touch on what the sneaker scene in Toronto is like. How each store interacts with each other and much more!
Where to find KJ:
IG: https://www.instagram.com/@beachykj
Common Ace:
IG: https://www.instagram.com/@commonace
Shop: https://commonace.com/
Podcast Linktree: https://linktr.ee/myfirstkicks
Music by The DoppleGangaz: https://thedoppelgangaz.bandcamp.com/
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Transcript
Unique Styles and Community Influence
00:00:00
Speaker
i I also like to be wearing something that not everybody else is wearing. Like i I know that about myself. I love to be the one to like put people onto something or just like find things that really speak to me and like my style that I'm excited about. yeah You know, once I get...
00:00:17
Speaker
you know, our kind of community really excited about a shoe, do I maybe wear it a little bit less? Because, like, everybody's wearing it all the time. Like, maybe, you know, but I'll still throw in, like, the Solomon XT6 and the Safari, the, like, fully vortex pair. Like, we were really drilling those in a few months ago. it was like, you know, we we do these edits around how women like to shop. It's like the wear-to-work pair, the workout-to-wear-all-day. The, ah that you know, the all-weather going, the pair that you can, like, walk to your office in, but it's, like, raining, and maybe you're in Seattle or whatever. And...
00:00:47
Speaker
I'm like, yeah, it's a great shoe. It's a Gore-Tex XT6. People are like, XT6 is or not. I'm like, it's a great shoe. Like if you're looking for something that's comfortable. I still need to get a pair. Honestly, it's a great shoe. Like it's, you know, people are like, it becomes so basic. I'm like, yeah, well, sometimes basic just means well-liked. Yeah, for You know, like sometimes there's a reason that things become that way. Look, I love a PSO. All right.
00:01:08
Speaker
So, you know, just a little treat for your fall. yeah Like
Introduction to 'My First Kicks' and KJ's Background
00:01:11
Speaker
a hundred percent. Like don't know.
00:01:17
Speaker
What's good everyone? Welcome back to My First Kicks. And this is episode 217. This week, I bring to you, you know, shout out to Jen because she made this happen. You know, shout out to jack shout out to Jen. We love our girl. but KJ, welcome to the pilot podcast. yeah I don't know if I was supposed to be like Beachy, like full, full, I always say rap name, Beachy KJ.
00:01:37
Speaker
You know? Yeah, it's tough when you make your Instagram when you're like 13 and then it just like comes to live on. You know, like at this point, I'm just committed. um Yeah. You know, KJ works. KJ works for sure.
00:01:49
Speaker
I mean, you know, it's ah it's a huge honor having you on. You know, you're you're in town because you're not from here. I feel like I feel like I've. This podcast has become so New York centric as of late that I've only had people from New York on and then when people come in I'm like, please, please, please, please please We need to we need some difference. You we need a little bit of difference on here um But you know, you flew in from Canada just for this podcast nothing else i Yeah i know i wouldn't miss it yeah exactly ah But for people who if they're not familiar with you, how about you introduce yourself? Yeah, for sure. um
00:02:21
Speaker
My name is KJ. I am one of the co-founders of Common Ace. i My background's been like in the startup space actually for years. Been making sneaker content for the past 12 plus years.
00:02:32
Speaker
um Did some stuff with Complex. we Started working with Jordan Brand in my mid-20s and has just kind of taken off
Common Ace's Mission and Market Reach
00:02:39
Speaker
from there. And and really, like I think part of what's helped over the past couple years in creating kind of my own path has been lot of the content I do what we do with Combinates is for like the everyday women. So it's very different than, you know, the people that I've grown up with who are like deep in fashion and footwear, but it's very much for like the everyday women who I always say like couldn't necessarily tell you the difference between a Jordan and a Dunk, but like they don't need to for, you know, they want shoes that like fit well into their lifestyle and you know, they're excited about. So yeah, that's kind of our thing. I'm still waiting for my Nike Air Riff comparison. You said, I got the message back from the account. I said, can I get a Nike Air Riff post? And you were like, they were like, yeah. I think I saw it in the calendar. I think I saw it in calendar. It's coming up for you. And you know what? I really liked that. I appreciated that message. Yeah. I just think it's like, I mean, so...
00:03:31
Speaker
You know, one thing, and I guess I'll just get it out the way, is like I think sneakerheads think that we are the only sneaker demographic, right? yeah And it's it's like we are such a small margin. yeah And we think that we dictate everything that goes out. But it's like, you know, I'm going to a DSW. You see like a Nike takedown. Like I've been, you know, we we all come from a certain spot of just being like, how to how do I get more sneakers, yeah right? and Or how do i you know,
00:04:00
Speaker
I don't know, maybe the wrong term, but like, how do I freak this? Whereas you're just like, how do I get several pairs, but save like, you know, ah couple of dollars here and there. Yeah. um And so like that, yeah common ace, I think the, the, the, the posts that you guys do are like just super, just like when you pass on or look at it, you're just like, ah, That really sold me on just like just a regular shoe. Not like I don't need to know, you know, Jordan played basketball in this, you know? Well, and it's really interesting because I feel so fortunate to have had like an entry point into that community, into my early 20s, you know? And like my my brother was a huge
Content Creation and Industry Challenges
00:04:36
Speaker
sneakerhead,
00:04:37
Speaker
I felt like I had an entry point to kind of learn so much of the history behind like so much of sneaker culture and street wear. And like what's important to me with Common Ace is I still like to work with like so many of the women even that are so deep in that space and like honor so many of the stories.
00:04:54
Speaker
You know, like I love to share one of my favorite, like Jordan Wines is the rookie of the year, female designer on that colorway. You know, people great shoe. Love the little like in the inside of the. Yeah, like it's beautiful. And a lot of people just like it because they're like, it's such a beautiful, like kind of like tonal colorway. And I'm like, yeah.
00:05:09
Speaker
And it was a female designer. like So sharing those stories and kind of tidbits is important to me because I'm like, there is so much history and so much of this. And like, by no means do I want to be like, whatever, you know, just get yourself your panda dunks. But, but I do acknowledge too, like, you know, I'm I'm a business person. Like, and I say to people a lot when we first started like relaunching Combinates to what it is today, I'm like, do you want to an elitist or do you want to make money? Like, you know, we move general release product that's sitting and brands love that. Yeah. You know, and there's a lot of good general release product. Like great yeah I, when I was on the soul brothers pod, we were laughing about I'm always like, if you can't walk into footlocker and like buy a shoe at footlocker today, you're not a sneakerhead. You're hype beast. Yeah, for sure.
00:05:49
Speaker
The, so I was on a panel on third, like this past Thursday and we were, I was talking about, um, the need for more GRs because, uh, we're so collab dependent now where it's like, it takes us a collab to buy a new model. yeah Um, for example, like sock and you dropped the the matrix, you know, yeah Wearing the Matrix right now. so And then um the Matrix, they started pushing out these colorways, these random colorways, and people were just like, this is crazy. But like the entry point and not to, I mean, this is comparison because every brand does this now. It's like the entry point was these J-tips. And then it was, let's go with the GRs. I think that like, you know, if you can sell a regular person on the GR and then it'll give more chances for collabs,
00:06:35
Speaker
And that is like, I don't know if it's like a missed opportunity, but it's also just like you. I was because I was thinking about this as you were saying this is like as you are a store store owner, it's like, how do I hook people to keep coming? yeah And it's like if you if somebody sees the J Tips Matrix and they're like, OK, I really want those, but you don't they're sold out. yeah You'd be like, well, we got these.
00:06:57
Speaker
Yeah. You got to get the the little the little the cheese. Totally. Totally, and there's so many people that like don't even understand like drop culture, yeah you know or like they don't like it. you know There's so many just like female lifestyle brands right now that are starting to do that, that like Dairy Boy, Paige Lorenz and stuff where it's like they're dropping sweatsuits yeah and like the girlies can't get them. They don't like it. It doesn't make them like think it's fun. They're not like, I don't think you can get them on StockX. They're like, we don't wanna play this game. you know so I find like our community, they're not interested in like the shoes that you can't really get your hands on. And they're not really like coveting them. They're like, yeah, well, there's a ton of pairs that I can get. And yeah the line that I find interesting is like on my personal platforms,
Personal Journey and Community Building
00:07:43
Speaker
I share a lot of shoes that I recognize. Yeah. Like I wear Mars Yards all the time. People are like, that's a really nice shoe. Like, can you link me?
00:07:50
Speaker
And I'm like, honey, you don't want me to link to them. I mean, so you got this is how you've got to start doing it now. you send them You send them the article of the allegations. Yeah, you don't want them. Yeah, you don't want them. There's so much craziness with this guy. It's crazy. And there you go. but like And I can acknowledge that, you know, like one of my favorite pair, I wear all the time, the Cecilia Bonson A6, the GT2160. Great shoe. Love those.
00:08:14
Speaker
You know, and resale on that is pretty steep. um But I think that that's the line that's helped us keep a community that's still aspirational because it's like, yeah, like I like a lot of the like great collapse. I still wear general release shoes that you can get, you know, like, but I still appreciate a lot of the like, you know, intricacies of what's going on in sneaker culture.
00:08:34
Speaker
ah But yeah, i just think that like, And there's a whole community of people that want to wear running shoes. Yeah. You know? and That's the thing right now. It's like everybody's pulling up in mesh runners now. It's nothing but mesh runners.
00:08:46
Speaker
100%. And like what I realized. So I managed a couple different Aritzia's in my early 20s. If you know what Aritzia is. Like it's like there's one on Broadway. It's like a big women's store, but it's from Canada. And what I realized there is it's just like so many women who are just like interesting, smart.
00:09:02
Speaker
You know, maybe they're like a lawyer. They work at an accounting firm or whatever. And they just kind of want to be told. Like they want to be – they're busy. They maybe like have kids. Like yeah they don't care what the name of my shoe is. you know They're like, I just want a great shoe that I can like take with me to Europe this summer.
00:09:18
Speaker
I'll buy three of them if I like them. You know, like I'm in my 30s. I'm making good money. I'm in a tier one city. I control household spending. I'll probably buy what my husband's going to wear to work. Yeah, exactly. And I'm like, they're the best.
00:09:28
Speaker
They're the best demographic to work with. Yeah. It's funny because you're bringing me back to my time working at that DCB. Dylan's Candy Bar. Yeah, yeah, yeah. Oh, staple. Nothing but like those type of women would come in with their like three kids. And then they're just like, whatever you want, kids. And then they're just running amok.
00:09:44
Speaker
And then they're just like, whatever. And then the the bill come out to like $1,000. They're like, here you go. Black card. Bam. Here you go. I'm like, yeah this is insane. I'm over here barely making money. And here you are. Yeah. And the thing is, too, like we also i always say like women under 30 DM us or email us. Women over 30 will comment openly on everything, which is and I think it's just about like coming into your own and feeling comfortable with yourself or you're like fine to admit that you don't know what you don't know.
00:10:09
Speaker
Whereas like we we do a lot, you know, that the women under 30, I would say message us and they'll be like, you know, i started
Strategic Growth and Inclusivity
00:10:15
Speaker
dating Sky and he he like this is what he this is Instagram. Like, can you tell me a cool pair of shoes that I could get that like you would think are cool? but but And I'm like, babe, first of all, if you like it, it's cool. That's our whole thing. yeah like I used to, yeah, yeah. Within reason. There are few things that I do say are not. Cooked white air forces.
00:10:35
Speaker
your knowledge i yeah It's very true. you know There's a lot of things that I say, but for example, someone will message us and they'll be like, are platform sneakers in? And I'm like, look, if you love a platform, like there's a lot of interesting silhouettes you can find that will check that box for you. You can bring back a Nike wedge dunk.
00:10:55
Speaker
you what, when people say, for example, girls will be like, dunks are so out. And I'm always like, wait, wait, dunks are never out. A dunk is a timeless silhouette. Do I think that maybe the panda specifically has maybe been a little overrun? There's a lot great retro color, like you could maybe go a different route, but like dunks are never out.
00:11:11
Speaker
Sambas are never out. now They've been in for decades. Like the coolest people I know been wearing sambas for 20 years. like they're They're never out, you know, but yeah it's just interesting what like TikTok culture deems to be. Oh, my God. I can't. I can't. I can't with the sneaker heads on sneak on TikTok. And like I it's such a different realm because I come from the the realm of just, you know, if you wear what you like. Like, yeah. But like, I mean, the the the literal definition, everybody's always like, wear what you like until I tell you that's not good. A hundred percent. You know, and so I'm i'm always just like, I'd rather be different. I'd rather look different. Like, I'm not trying to.
00:11:45
Speaker
You know, like I was just talking about this today. Like we were like we're going to go to this to see J Tips later. So I know everybody's wearing his recent release. so I'm like, I'm aware of previous. Yeah, I'm trying to be different. But it that's where we're missing. And I mean, um I mentioned this a lot, too, but I think now we're starting to get towards, you know, everybody trying to be a little bit different here and there. So, like yeah. Yeah.
00:12:06
Speaker
But hard pivot because we got really deep into this. But you're here to answer the question that I ask everybody each week. And that question is, what's your first kicks? What's that first pair sneakers you absolutely needed to have? You know what? For me, it was ah the multicolor flyknit racers, which I feel like is kind of a random like thing. But i am I was such a flyknit racer girl. and like And my older brother was a serious
Future Outlook and Sneaker Culture Evolution
00:12:30
Speaker
sneakerhead. My boyfriend at the time, kind of in my like late teens, early 20s, really big sneakerhead.
00:12:36
Speaker
I have the most insane Flyknit racer and Flyknit trainer collection. and that was like 2014, want to say, I think was like the like peak multicolor. And I love it. I'm like, I will lead the charge on like the resurgence of this. I'm so um so mad at myself for not jumping in.
00:12:52
Speaker
It's in the train, like the fly knit trainer is such a good shoe. Like I love, I'm like Nike, stop with the shocks and bring back the fly knit trainers. Like that or even the, you know, the one that I, I've still regret not buying was the fly knit chukka.
00:13:07
Speaker
I love the Chaka. So good. And like the Flyknit Prestos at the time were really good. Like they're, yeah. Like I was in a huge, i like 2014, 2015, I feel like I was in such a um like uncaged ultra boost era. I loved, you know, the raw pink NMDs at the time. Like it to me, that was like a really peak Adidas era that I was enjoying.
00:13:29
Speaker
And yeah, like just the Flyknit era was my first like, oh my gosh, i I need, that was really like my first foray of obsession, I would say. well Did you so did you mainly grow up in Canada? did. Yeah.
00:13:41
Speaker
Yeah. I grew up on the West Coast. and And, you know, spent my mom was a flight attendant, actually. So I like had always traveled around quite a bit. Had some flight passes and was like as soon as I like turned 18, too. And I was like in college. I was just every weekend. I'd be like, oh, one of my friends living in London. I'm going to go to London for two days. Like I'm That is crazy. Yeah, yeah. And I would like, you know, i remember going to ah getting into round two, like the OG round two, like peak YouTube era and stuff that like really I love that. RIP that whole block.
00:14:12
Speaker
RIP that block. Because that was a really good. Melrose. Not Melrose. What's the name of the block? On, ah off of Fairfax. Fairfax. Fairfax. Yeah, yeah. I'm not bad. i don't know why said Marrow. And like the OG YouTube series that you know in Richmond and stuff. like Shout out to those guys. Shout out to those. The OG round two days were good. Yeah, I think that, I mean, it spawned a lot of the sneaker YouTube. 100%. Yeah, i mean.
00:14:36
Speaker
they that whole part of just, I mean, they made resell YouTube a thing, right? Totally. And now it's terrible, but... Now it's bad. But what really liked too is I just remember so many of those guys like...
00:14:49
Speaker
being so passionate, but also yeah they
Final Thoughts on Authenticity and Community Engagement
00:14:53
Speaker
really like weren't outrageous in their pricing and stuff. I just remember those, you know they really just like wanted people to get their hands on stuff.
00:15:00
Speaker
And it was so approachable. I also remember that you know going into some of those stores in comparison to like when you would walk into a Supreme store. you know And and like love Supreme, respect the Supreme community and what they've built, but you walk into a Supreme and it's like, sorry am I allowed to be here? Yeah, oh my God.
00:15:17
Speaker
yeah I told this story. am I bothering? I told this story at at the panel i I did on Thursday where I talked about um I went into the old Supreme store down back when it was in um Soho. Yeah. Because I used to do the walks. And i remember I walked in there and I was a lot bigger. And then they were like, they literally came up to me like, we don't have we don't have your size.
00:15:36
Speaker
Like, and I was just like. Okay. That old school Supreme was something else, man. I think that I was going to say we should bring it back, but no, I don't think we should bring it back. It was crazy. We need customer service. need real customer service. There are a lot of great, you know, like,
00:15:54
Speaker
Stores in that culture more that are much more approachable like I had her diamond diamond and I feel like diamond had a good ah Like you can like they were very community-based supreme was like you hang out outside know you you talk to Tyler the Creator and a hundred percent Yeah, a hundred percent and I like Heather who I dragged with me to the studio today She's like she's kith. She's team kith. Oh, yeah And, you know, I even find Kith does a good job of like you walk in and it's like people are friendly and they're like, yeah, like you can come in here. I always say to like with the common ace early, they're usually like, you know, maybe they've been to Kith because their like boyfriend took them when they were like in New York or L.A. or something they're like that. We got to like go by Kith. But that's kind of their foray. Like they've never heard of Bodega.
00:16:33
Speaker
they They certainly wouldn't know like where to find it in the row in DTLA, which like, top you know. Yeah, like timing of that was tough. I mean, yeah well look, I'm glad they're back, but yeah, yeah but that was that was, yeah, it's rough. Yeah, like it's just, it's for a segment of the community that like knows about you and if you know, you know, and we've kind of just like, we're in a different era right now of the consumer. Yeah. Where...
00:16:58
Speaker
There's just like a wider – if you're looking to like make money, you do need to kind of open up to a wider demographic and figure out how to have the balance of like still doing stuff for the you know people who are deep in the culture and like want that kind of era to be back while also being like – It's okay. Like you can let other people. Yeah. like it's fine. You know?
00:17:19
Speaker
Gatekeeping is such a big topic that and I feel like you you probably come across it a lot too where it's like, you know, how do you keep the culture but also, you know, try to get more people into the store? You know? Like it's always such a yeah it's a weird balance. Like how do you be like – you know, oh yeah, we wanna build a community, but then we still gotta sell these pairs to random people that just walk in thinking that you're probably, I'm pretty sure you get this, thinking that you're a resale store. And they're asking. 100%. Yeah, yeah.
00:17:49
Speaker
Yeah, and so it's like a weird kind of mix. And I'm always the first person to admit that like, i I also like to be wearing something that not everybody else is wearing. Like I, I know that about myself. I love to be the one to like put people onto something or just like find things that really speak to me and like my style that I'm excited about. And you know, once I get,
00:18:11
Speaker
you know, our kind of community really excited about a shoe, do I maybe wear it a little bit less because like everybody's wearing it all the time? Like maybe, you know, but I'll still throw in like the Solomon XT6 and the Safari, the like fully vortex pair. Like we were really drilling those in a few months ago. it was like, you know, we we do these edits around how women like to shop. It's like the wear to work pair, the workout to wear all day, yeah the ah that you know, the all weather going, the pair that you can like walk to your office in, and but it's like raining and maybe you're in Seattle or whatever.
00:18:40
Speaker
and I'm like, yeah, it's a great shoe. It's a Gore-Tex XT6. People are like, XT6 is or not. I'm like, it's a great shoe. Like if you're looking for something that's comfortable. still need to get a pair. Honestly, yeah it's a great shoe. Like it's, you know, when people are like, it becomes so basic. I'm like, yeah, well, sometimes basic just means well-liked. Yeah, for You know, like sometimes there's a reason that things become that way.
00:18:59
Speaker
Look, I love a PSO. All right. So, you just a little treat for your fall. yeah Like everybody's gone a little something. And there are some things that I'm very much like, it's a no for me. You know, I, that' what are no's for you? Well, I've been pretty vocal about like boat shoes, for example, to me are contextual. They've been all the way out. Yeah. Like they, yeah are they're like having a resurgence. They are. Yeah. Yeah. Like Perry Ellis is coming back. Yeah.
00:19:23
Speaker
And this is my thing with a boat shoe. A boat shoe is contextual for me. Until Kith, until Kith makes one, i think, there're good Well, Aritzia just did a collab with Sperry, which like i to the men means a little less to the women. It's like, oh, okay. like the The culture of vultures are are here to take something and run with it. You really think that you can keep watching this episode without like, subscribing, or leaving a comment?
00:19:47
Speaker
Come on, man. And also, if you've been listening to this episode, leave a review. But back to the episode. yeah And I honestly, a deep respect. I was like, smart of you guys seeing that the boat shoe is coming and it's like, let's go. So yeah, for me, like a boat shoe, especially specifically with Ben is contextual. Like unless you were like in Cape Cod, I just don't feel as though we need to be wearing that. Um, Oh my God. Now you're bringing me back to like high school. i remember walking like it was white, white dudes with khakis, no socks, boat shoes for like four years. Okay. That's it's allowed.
00:20:20
Speaker
okay that's it's a allowed and i broke a lot of rules too cause i was a dude getting so many de married
00:20:28
Speaker
Yeah, you're like, I had to. No, and you know, I am a big proponent of like, look, if you like something, it's cool. But there are a couple of things that I'm like, you know, or all me, people them but don't look at my shoes. I'm like, genuinely, I don't, I'm not like looking at people's shoes and being like, yeah what's your butt? I get the same thing now. When you get known for sneakers, everybody's just like, like, cause I work in an office, yeah like my my day job. Cause I wish this was my day job. Shout out to y'all.
00:20:51
Speaker
But the, ah but the, like I'd be in the office and they'd be like, So what sneakers you got on? Oh, don't look at my sneakers. I'm just like, I don't care. yeah i know i really don't care. Like whatever. i will I'm always happy to, you know, like I'll get sent.
00:21:05
Speaker
I actually was catching up with some of the guys I work with and like the startup space a couple of days ago when I was back in Toronto and but they were showing me they were wearing kill shots like Nike kill shots. And a couple you know months ago, one of them had texted me and been like, I want to get some some vejas. Like, what do you think of these? And I was like, eh.
00:21:20
Speaker
i yeah Here are some other suggestions yeah I would do. You know, like I'm like, yeah it's feeling very Bay Area. i don't know any I don't know anything else that I could possibly wear. And I was, he's like, I like my kill shots. like people And I'm like, great, great, simple silhouette.
00:21:34
Speaker
Gumsoul feels a little more elevated for you. I'm like you know, i'm happy to guide you in maybe a different direction if you're looking if you're looking for a suggestion. You know? where So like, let's let's go back. ah Where did your sense of like sneaker culture start to formulate for you? Because I don't know much about the Toronto scene. Yeah. And I don't know much about Canada at all. I got to go up there one time. No, we got to get you up there. You know what? Honestly, so I grew up in Calgary, which is like West Coast oil, oil money. Shout out the Hart family.
00:22:04
Speaker
no calgary Okay. oh okay. Yeah. Oh, okay. Yeah. So you know. worth Oh yeah, yeah. Okay. Amazing. The Danforth probably. Yeah, yeah, yeah. Shout shout out ah for me. It's a Bret Hart and the Hart Dungeon. So shout out Calgary. Bret the Hitman. Yeah. Yeah. Yeah.
00:22:25
Speaker
A hundred first percent. I got to get a passport, man. The Calgary Stampede. Like, yeah, we got to get we got to get a passport for you, man, for sure. Yeah, yeah that look there's good stuff happening up there. like shout Shout out to Canada. it's ah it's a It's a beautiful, beautiful place. and But I want to know about younger you. Yeah, so I grew up in Calgary, which is very like oil and gas. And ah my older brother actually is like, he was someone who he would like sit in the back of class and like crochet things. He was always like shopping on Karma Loop and wearing like, wow you know, LRG stuff. like and Was he like a big hip hop head?
00:22:57
Speaker
Yeah, he was like, he was always just like, he lived it on BET and he was just like, he was just like, Quinn's gonna laugh when he's just laughing. Shout out Quinn.
00:23:08
Speaker
Shout out Quinn, man. I'm like really giving me authentic. I'm like, yeah, he was like, this is what's up. And my brother was so cool. was like, wait, Where we grew up I feel like it it's almost like the Texas of Canada. Like it's very kind of like buttoned up.
00:23:20
Speaker
And Quinn was just like, the kid was like, this kid's like crocheting in the back. Like my brother was very much- Crocheting crochet and what? He would just like be like making like tukes, beanies, sorry for my American friends. No, no, no, tukes. I like a tukes.
00:23:32
Speaker
Like little headbands and stuff. And he was just like so authentically himself. yeah And people were kind of like, who's this kid? And now my brother's like a really talented industrial designer. He's out in Toronto. Like he's done some amazing stuff. Yeah. And- Crocheting. He was great. It started with his crocheting. But I feel like he kind of became like the definition to me of like, if you like something, it's cool. Like he was just very much himself and he had just like a brother older brother. Yeah.
00:23:58
Speaker
Yeah. And he was just always like super artistic and like the stuff that he was interested in. Like it's what taught me that like it's interesting to be interested in things, you know, and like to read things and to be curious and like,
00:24:10
Speaker
that was really my intro. Like my brother was just like so immersed in, um you know, so much music and and like fashion and art. And then his friend group kind of became that.
00:24:21
Speaker
um And so that was like very much what I grew up around. And I just like loved, loved that. We were always, grew up in a big baseball family actually. So like very like Americana. My dad's like a diehard Red Sox fan and like, yeah.
00:24:33
Speaker
yeah yeah As a Mets fan. Yeah. As a Mets fan. As a Mets fan. ah Yes. Like it's cool. Yeah. Because, you know, the World Series yeah and the Bill bill Buckner. Yeah. legs But yeah, it's the tough. Yeah. And so it's just like kind of funny. Like I honestly, that was huge for me. And then, i'm you know, I'm always just kind of open that that was my like intro to it. And then through that, like the people I ended up, you know, meeting like one of my best friends was my brother's best friend's little sister that we like.
00:25:01
Speaker
you know I was like 14, 15 and these were the people I was around and it just like kind of piqued my interest into so much of that. And then I was traveling a ton. um you know As soon as I kind of turned 18, I had these flight passes and I would be going to London, I'd be going to New York and I just like, you know was in Tokyo and I was like so inspired by crazy just like the fashion and like people, think just being exposed to so many different like things and people and cultures. And I was like, I love this, you know, like, I think it's just so interesting to really like lean into what you take from that and then what fits into your lifestyle. Did you go like sneakers? Were you just people watching and then taking it home or where did you actually like go to the shops, bring something Yeah, no, like I would go to the shops. remember being, you know, like I remember when like Sean Witherspoon did his Air Maxes and stuff. I was in New York for that. Like it was just a huge part of my You did the flight pass just for that? No, I happened to be in New York for that for something else actually. I remember it. I was with my boyfriend at the time and like he was really into sneakers and we would always like, you know, we had watched round two and we had watched them kind of conceptualize that. And I just like remember loving that. And I loved like,
00:26:10
Speaker
It just like was so interesting to me at the time. I was like managing Ritzke and I was in school and I was starting to do a lot of the startup stuff that I've been doing for a while where we'd run these really interesting i like pitch competitions globally which with Google and Microsoft. Yeah, it was amazing. And I just like felt like I got exposed to so many different things and people at that time who were interested in like a lot of big sneaker heads in tech.
00:26:30
Speaker
I always kind of tease them because they're sometimes the ones who are like, yeah, I mean, I got all the off whites because I paid resale for them. I paid resale. Yeah. Not as cool, but when I mean if you're working 18 hour days, they're coding and start up doing make like starting up your stuff like wow I so i sounded so crazy saying that but nobody's ever been in the ove nobody's ever been in the meetings like I'm starting up my my start starting up I started but yeah, and I I honestly like I can't say that there was ever like a something like clicked for me, but it just felt like I was so immersed in that that it's become something that like I loved and then
00:27:02
Speaker
I would start to like take, you know, even in ah collecting like so many Yeezys at the time years ago, now now not not a piece of mine. The biggest Yeezy collection you got right now. Yeah, like it's not.
00:27:15
Speaker
Yeah. Yeah, like. Yeah, like it was bad. And so I would like take all the like, you know, pics of my like levitating sneakers and stuff.
00:27:27
Speaker
And I love that. I got really into that and started to like get the attention of Jordan brand. And they kind of would, you know, slide into my DMs. And so it just kind of grew from there. And then I started to really enjoy it. Like I had, I remember discovering Naked Copenhagen, which is like one of the most amazing female sneaker boutiques. And they're based in Denmark. Now they've expanded to Paris. And I just like,
00:27:45
Speaker
Loved it and was like so I would just always kind of follow what they were dropping and what they were doing and I feel like it just kind of expanded from there. Yeah that so like from there you were were you just like it working startup where you're just still collecting heavily like or and then yeah like I definitely have always been say I'm like have been like an intentional collector like I wouldn't even really call myself a sneaker collector even though like people if you see my collection would call me But I just feel like I've always been really like, I know what I'll get excited about. And then I'll be like, yeah, I really like this.
00:28:19
Speaker
Over the past couple years, I've started kind of a one in one out policy. I do try and like donate a lot of my pairs or yeah yeah just because it becomes, um you know, crazy. An albatross. But what's really interesting is so I had like been creating content in the sneaker space. I had done some content with Complex and Complex Canada. It's kind of like the approachable sneaker head where it's like, you know, like styling Jordan once.
00:28:40
Speaker
Boy, I remember the first time I ever did something that went live on Complex. in the live. Really? Wait, tell me about that. Yeah. Tell me about that. know, I think it's just like. So wait, you were making that content and then they reached out to you?
00:28:52
Speaker
No, I like they reached out to me and we did a couple of different series together. OK. And yeah, I just, you know, and it would be like my favorite spots to like thrift in Toronto and then like styling like certain Jordans like multiple ways, but like for the everyday women. like They kind of wanted to like reach that audience, which um you know it can be tough. like i even Still to this day, like I had a video this year, my doorman's one of my best friends, like Ridge, I love him.
00:29:17
Speaker
He I unboxed my shoes a lot with him because he's always really excited about them. And the Air Max 95 Toronto's he was really excited about like great story of the city. Like when I unboxed them, he was like, oh, my gosh, like I need these. Yeah. So I I bought him a pair. OK. I like to say I bought because my the boys from Nike were like, did we send these? No, I bought them for him. Yeah. Like, let's be clear. And I ended up filming giving him these shoes because he has like an art account. He's trying to grow. And like my TikTok followers really like him. And I film it. And it was so cute. but He was so excited.
00:29:48
Speaker
And it ends up getting posted like everywhere. People took it. Like it was everywhere. And it was on Bleacher Report Kicks. And the comments were like, so they're like, this is what she got you, man. Like these. And I was like,
00:30:02
Speaker
guys are so mean. like He's just like, he likes them. Yeah. yeah okay and And also they're like, the headline on people was like, woman gets a hundred shoes a month, finally gives a pair to her doorman. That's crazy.
00:30:18
Speaker
I was like, you guys did me dirty. No, they spun it so crazy. And I was like, first of all, I could send shoes in my size. Okay. I can't give him the pairs or I would. Yeah.
00:30:30
Speaker
But yeah, just I've kind of learned to like tune out the noise, especially with what we do now with common ace. Like I get it. People are like, oh, you're doing stuff for like the basic everyday women. And I'm like, look, like a lot of these women are like my friends, your peers, people you work with. Right. They're super nice. They're really smart. They're really interesting. They're doing a ton of stuff.
00:30:48
Speaker
They just like don't care to know the name of every shoe. Yeah, exactly. That doesn't make them an uninteresting person, you know, like. And Comanace, I actually acquired Comanace. I didn't start it, which is a really interesting kind of story. yeah Let's hear it. I definitely want to hear that. Comanace was originally started by two fabulous women, Rami and Sophia. Rami had been Kith for a while. Soph is like, you know, really fabulous designer. She's worked in streetwear space and the tech space forever. And they had kind of built out Comanace as this...
00:31:19
Speaker
platform, ah you know marketplace, yeah with a ton of SKUs, really for women in sneakers. And I had gotten connected to them you know maybe three years ago at this point, kind of had a conversation with them and ah you know, liked what they were doing and they were kind of trying to figure out what they were going to do next with it. And they just, they weren't entirely sure. And so we ended up, you know, I had a pretty clear vision for it. I was like, the people that I feel that you're catering to are not the people who are actually in need of a platform like this. Because if you're deep in sneakers and fashion, you know what you're looking for and you know where to get it. Like I'm not perusing Nordstrom. I know I'm going to like go to extra butter and like pick up what I'm looking for. Yeah, exactly. But
00:32:01
Speaker
You know, for the everyday women like they they have no idea. They don't know what half of these stores are, you know, and I was like, I think that they should be launched as like a curated marketplace with all the brands and all the retailers for how the everyday women shop. And it's really a market that's like not super catered to in this space. Oh, yeah. Big time. And it's a it's a it's.
00:32:22
Speaker
Because I talk to lot of women in sneakers and super underserved. And it's always just like, you know, I mean, for a hot minute, everybody kept complaining, just paint it pink or like make it pink yeah and give it to them. And yeah, the the way that it's like super under underserved and how, you know, women are always talking about like, you know, shout out to yeah a lot of the women that I've had on. But, they you know, we should definitely respect female sneaker heads and...
00:32:51
Speaker
That's like, yeah. Well, and the thing that I find interesting too is like even so many women have had to like work so hard to feel like they get respected in the space that they don't always feel like they're dying to bring other people into it. yeah And I can understand that. oh yeah. know Like they're like, are you kidding me? Like I've had to work so hard to even like get my name mentioned in a room.
00:33:10
Speaker
um But I also find that sometimes it's like the sneaker curious that are also the ones that are a lot of the times actually moving product. Yeah. Because. it's It's, you know, Hype Bay is a great example or like sneakers for women, CNK Daily. Like there's so many amazing communities that have existed that I love to give their flowers for doing stuff deep in, you know, women's footwear. But I do find they're much more catered towards like sneaker heads and people who have like a really curated sense of style. yeah And a lot of times what we hear from like, you know, the women that have kind corporate nine to fives and stuff, they're like, yeah man, I see the like girls that work at Kith and their outfits and like they look so cool, but like I couldn't wear that, you know, or like...
00:33:48
Speaker
I don't like that's like crazy for me. How do you how do you work to instilling that into them? So ah we try and do a lot of like bridging the gap of how you can style things with more like general style rules than like telling people what you need. Because I find for a lot of people, too, it's about like what makes you feel good in like your own body and like.
00:34:08
Speaker
what what makes you feel like yourself. yeah And I think we also try and like work with a lot of women of all ages in the space and like all body shapes and sizes who are sharing a lot of fashion content that's not necessarily like niche streetwear, but it's just like,
00:34:24
Speaker
fashion content because what I say all the time to people is like, oh, you love to wear your like trousers and a turtleneck to work? Like pair them with a cool sneaker. Like you can totally do that. You know, like ah it looks really cool. We always talk about like mismatched shoe theory a lot of the times where it's like if you're wearing something like feels dressier and then you throw on like a Gore-Tex hiking sneaker, yeah like it looks sick. yeah You know, like it's really cool. It's like wearing a really beautiful dress or something with like something more casual. Like it looks cool. Do you feel like people don't are too afraid to take those chances? of like or
00:34:55
Speaker
i mean, it's like you know being in a specific, I guess, lane when it comes to dressing. Everybody always kind of like follows suit. Yeah, I think a little bit. And I think that's kind of like what I really try to push with what we do with CA is like,
00:35:08
Speaker
Like you can wear whatever you like, you know, like if that seems cool to you and you feel good at it, wear it. Like that's sick, you know, or like if you feel comfortable in that or that's like calling your name, like what we try and do is we'll create these edits and give you like 25 options of something that will work for that. And then it's like you you pick what speaks to you, you know.
00:35:27
Speaker
um And I think it's kind of about just like giving people the confidence to do that, and which is something I love about like sneaker culture and streetwear culture is like people are really adventurous with their style. And they're really. And so that's the part I try to share where it's like, how can you maybe incorporate elements of what like the cool New York women are wearing that you're like, I could never. It's like, well, like take elements from your own closet that maybe replicate that silhouette. hmm.
00:35:53
Speaker
And it just like helps introduce you to that and like makes you feel like you're allowed to be a part of that community where sometimes they're like, I don't even i don't even know. Like what? Like where would her jacket even be from? And it's like, well, I do that jacket for you. yeah Maybe we'll show you like four other ones that are similar. Like you're you're allowed to know. It's not like, oh, if you don't know, like you're not welcome here.
00:36:12
Speaker
Nah, yeah, that's the sneakerhead gatekeeping right there. Totally. I'm always like, people message us be like, is this a dumb question? Like, I'm so sorry. Like, is this a resale price? Or like, I don't even know. And not a dumb question. Like, totally valid. It can be confusing. Like, it can be confusing. Sometimes people land somewhere and they're like, i don't even know. And I'm like, yeah it's okay. Like, yeah.
00:36:32
Speaker
So like does that create are you doing that to create a new customer or is it doing that to just help out? I think like I'm just curious if that. No, it's a great question. You know what? I think it is to create a new customer.
00:36:45
Speaker
um i geek out over like scaling Internet communities and then figuring out how to do something interesting with them. So I really saw. a gap in the market that when I ended up acquiring common ace and Soph and Rahm are still, you know, minority shareholders and a part of it and, you know, are a fabulous part of that story.
00:37:02
Speaker
Um, it was just, I was like, there's this whole underserved community that like wants to feel included and wants to feel like they can even dip their toes, you know, like yeah we're not pretending to be, you know, the female outlander, which like shout out to those guys. Love, love what they're doing, you know? And I'm like, yeah but I'm like,
00:37:22
Speaker
That's the these these guys aren't trying to follow what what is happening in Paris next. But, you know, and like I think it's just about giving them a taste of some of the stuff that's going on and like like introducing you to things that maybe we can like lift the veil on a little bit. But yeah, like I think it's that consumer has always existed. They just haven't known all of the different avenues or or like possibilities. Like when I can introduce someone to Saucony who's like, oh,
00:37:49
Speaker
You know, like maybe I thought of them as kind of a like workout shoe three years ago. And I'm like, have you seen their lifestyle stuff? Like, it's really good. Or I'm wearing Asics all the time. I love it.
00:37:59
Speaker
ah The other night I was at a dinner. I was wearing my Cecilia Bonson. Someone's like, what are those shoes? i'm like, Asics. They're like, those Asics? I'm like, yeah. yeah They've come a long way. is what i Yeah, yeah, I'm like, because I'm wearing hokas right now. like These are not the hokas that you picked up at Free People for your run. you know yeah There's a lot of good stuff out there.
00:38:17
Speaker
It's interesting, because like you mentioned Free People, and and I... Like, I remember when Free People first started opening stores here and it was, I don't know if like it was accepted very quickly, but I know it did get stereotyped extremely fast where a lot of the people who, I mean, I hung around was just like, oh, would you go get that from Free People? And he was just like,
00:38:39
Speaker
I was just like so confused. But at the same time, it's just interesting because there's so many, I want to say like so many and underserved communities that are like they whenever they do get served, they're just like, I got to keep this for me, you know? So ah like opening or being part of you know, Common Ace, like do you receive like pushback ah from other communities because you you are trying to bring in everybody? Yeah.
00:39:05
Speaker
a little bit. like i you know have a pretty good network in like the sneaker space at this point and sometimes I'll get a bit of you know like an eye roll or a nudge of like, oh, KJ, like what are you doing with that? and And I'm fine with it. like i I get it and i love I love to give a hard time back to those guys. you know like I'll give Matt Welty a tough, I'll be like, Matt, what are you doing? Anyways, like whatever, you know, like yeah it it is what it is. You know, like what I've learned and realized is like people will have something to say no matter what you do. And like you can be the nicest person in the world and somebody's still not going to like you and like you be well intentioned and people are still going to be like, she's trying to do this. And I'm like, you know what?
00:39:44
Speaker
i I hope that like when people get to spend time with myself and my team and like be a part of the community and see how like we make that community feel and it's reflected by how quickly it grows because people feel like welcomed and stuff that, you know, like it just, it is what it is.
00:40:01
Speaker
And I'm also fine to take sometimes the heat of like, you know, like it it's so mainstream or it's so, and I'm like, there's a place for everything. and And I think also at the end of the day, I can own the fact that like,
00:40:14
Speaker
I also look at things from a business perspective. right I'm someone who I, you know, have a fabulous agency that I run two of my friends. I still consult the project I've been working on in the startup space for years. i run Common Ace. Like, I like. got time You got time? You know, and i don't have a ton you know, but like I like to be busy and it keeps me happy. how you end up at the beach?
00:40:33
Speaker
I always make for the beach. I was like, you got to find your like creative juices somewhere. Yeah. Like I'm just kind of like, i I think that we're just trying to put our heads down. And I also take feedback really well. You know, like I like when people are like, hey, I'd love to see more of this or hey, it would be cool if you could include this or riding the line of being able to include a lot of the like OG sneaker community.
00:40:56
Speaker
is so important to me. You know, like when we're doing city guides in different places, we'll tap a lot of the women that are like, fab you know, like Anna from Toronto, like A to the bed, if you're familiar, like just like so many really cool women that we so deeply respect. yeah um But yeah, I mean, i get the eye rolls. Every time I'm like, oh no, Bleacher Report, don't repost us. yeah But then I'm like, it's fine, I'll take it. like you Yeah. the So I mean, like you know, Toronto got the new kith, you know. Yes. And do you I think I mean, you're wearing kith, you know, i the is it competition? Is it?
00:41:29
Speaker
No, no. Has it been helping? Yeah. So so, for example, like um we actually are. We carry SKUs from all retailers and all brands. So we're kind of like the platform that like every retailer loves because like we'll link through to Kith.
00:41:44
Speaker
um You know, Makeway, shout out to Abby and Shelby. Yeah, my girls. They've you know done a fabulous job of creating an amazing space in Toronto. Mm-hmm. And I always think like the more opportunities, the better, like the more exposure, the better.
00:41:59
Speaker
and You know, love the Toronto team up there. Karen's a good friend of mine and the store is spectacular. And I also love that it just like, I now see so many women like in our common ace community that happened to me be in Toronto or like the girls that work with me in my agency or some of the creators we work with we will be like,
00:42:15
Speaker
going into Kith on a Saturday because they're up in Yorkville and they're like going to Seidel's and they'll see the A6 that like we're posting about and they're buying them. And I'm like, that's awesome. You know, like we, um, if we can just be an entry point for people to be like, Oh, like I saw KJ and the team talking about these. And then I went to Kith and I saw them sitting and, you know, I saw the, the XT whispers that Kith did that are like so nice. And the lemon yellow, we got so many DMS lately of people being like,
00:42:40
Speaker
I saw the like Kith XT Whispers in the yellow. We got them like so cool. And I'm like, love. I'm like, you go, girl. all Like, let's talk about how to style them. um Yeah. I mean, that's that's dope because like I think like in New York, reesece I feel like there's so many like small boutiques are always being like, nah, we can't do. ah You know, there's lots of pushback of this and that and lots of like, I guess, consumer.
00:43:07
Speaker
Rivalism or something like that? Totally. And I mean, like I get it. There is, you know, like, if this... Well, it's still a little bit like, you know, if this store has a Nike account and this store can't have that same account, you know, and like, that is a reality of it. So I think it is about understanding who you really cater to in your, you know, demo. Like,
00:43:26
Speaker
ah There's a lot of sneaker stores that have been up there for a while, you know Livestock, Haven, Nomad. But like a lot of those guys have only carried a men's seven. And like I'm a women's eight, a men's six and a half. Fairly average shoe size, but like they don't even carry that. right So when Makeway came, it was like, Abby and Shelby were like, Yeah, yeah like this is really girls. This is. Their Nike drop, so fire. So good. So fire. They're such a great, I love the Yeah. And theyre you know their space is so beautiful and they do such a great job of bringing people in and like,
00:44:00
Speaker
um I think it's awesome that they, and it's it's really, it's hard. you know like It's hard to do that and it's hard to build the community and like the the community of women is still smaller than the community of men that want this stuff. So I think you know learning how to diversify the other brands you carry and multi-label and how you can just like incentivize people outside of just the sneaker community to come into it. And I think that's partly why Combinates has been interesting the past couple years because if you are only catering to the sneaker community, when you look at like consumers and that's not actually that big of a market. And so to to be a brick and mortar store and last and withstand the tip that test of time, like
00:44:41
Speaker
You know, you have to cater to more than just the people that want to like grab these because they can't keep you in business. Right. Like you need to get the mom who's coming in to get her two kids, you know, new shoes. You need to get the girlies that are looking for something they can wear to KPMG next week. Like you need to get those people. And when they don't feel welcome or they feel like they're like not allowed to be a part of it. Right. Yeah. They don't.
00:45:03
Speaker
they are going to Aloe and they are going to Lululemon. you know And that's why I was trying to think of another brand, but I couldn't. Well, that's why Nike is doing skins. A lot of people have a lot of opinions about it, but I'm like, you're trying to win back.
00:45:17
Speaker
the The people that you've alienated. Yeah. Like you're you're trying to win back the women that are now shopping at Lululemon and Aloe. It's such a tough industry, especially now. I think that the the way that it's moving, it's really tough for a lot of like newer brands to start up to. yeah Like it like skims skims.
00:45:39
Speaker
I feel like the skims. Yeah. oh if ah Lost my train of thought now. um But I feel like, yeah, the the way that like the the combination of like Nike and Skims doing that, like yeah the way that they're they're trying to move forward with it and like, you know, the whole ah Kim getting a ah card, the whole like the rollout. I'm very curious of how it's going to be. I've never been into Skims. I don't know if I would wear it. Yeah, it's.
00:46:09
Speaker
But they make men stuff, too. yeah So, like, it's just interesting because I don't know. after it it Skim started off at such a high note yeah that it's like, when does a small brand get that opportunity? Well, and I think what we're seeing is like.
00:46:26
Speaker
to me now like my agency works with a lot of um this is your dc agency what kind of agency uh like marketing agency ok okay digital marketing agency counterculture and like we work with a lot of like direct consumer companies and helping them figure out user acquisition and growth and like right now if you want to launch a brand like you you have to have a built-in community you know like you have to scale community yeah and those are the ones that are finding success right now you have to like you have to have a community there and you have to make them feel something. You know, like I was having this conversation the other day about how a lot of the great brands that are getting a lot of attraction, even their name evokes an emotion.
00:47:02
Speaker
um Like one of the big brands in like beauty right now is called Vacation. It's a sunscreen brand. And it's like, they've done such a great job of like that just like evokes an emotion for you. Like one of the big women's wear brands half days, it's like ski apparel, mountain apparel, half days, you're like, I'm skipping work, you know? yeah So I think it's just about like really building community and an energy there. But like, it is hard. I think sometimes people start things building like a really interesting product, whether that's a space or like a retail environment, and then you figure out how you need to go to market. And like you need to be doing those things simultaneously now because we have such short attention spans and you need to figure out how to capture them and and bring people in. and so
00:47:43
Speaker
Even what we're doing with Common Ace, like this is so just the beginning of what we will do with this community. Like we're building it right now. Our number one thing is like adding more and more people to it that builds this really interesting community that we're like, yeah, like let's figure out what you guys really want and let's do that together, you know? And yeah the Nike Skims thing is interesting. I loved when it launched. I loved reading a lot of the comments on LinkedIn and on all of the different like Instagram posts. Yeah.
00:48:10
Speaker
and Because I understand a lot of people's criticism around it. I also think that sometimes people don't look at decisions like that in in our community as business decisions as well. You know, like you can have your opinion on it based on like, oh, I think that's lame or like pair with an athlete or all of these things. But like when you look at the numbers that Skims does and the amount of women that that brand brings in yeah and the like it's insane. It's insane. When they opened the store here, I saw the lines. The lines was crazy. It's crazy. It's crazy. And so like their momentum has been probably the fastest thing I've ever seen. It's crazy. And like you can say what you want about the Kardashians and how many people are like, I'm not into the Kardashians.
00:48:51
Speaker
They're like, don't know. They're like, they're like, they're like, they're, they have, they, they're masterminds. They're masterminds. And it's like, you know, Nike's going to do like skims, dry fit apparel. Like, It is going to move. It probably is going to move. That's their play to bring back that customer. Because, you know, it's really interesting. I find sometimes I'll look at the silhouettes that we really push of like Nike shoes, for example, and they're not really the silhouettes that I find Nike is really pushing for women. Yeah.
00:49:20
Speaker
I'm like, I get it. You're pushing things like shocks for the tastemakers. Right. I like shocks. I think they're a cool silhouette. But like if you have three pairs of sneakers, one of those is probably not going to be shocks. Yeah. was just going to say, why would you why would you have a shock in there? They're not like super wearable. They're a little more fashion forward and like...
00:49:39
Speaker
That just doesn't feel like the silhouette that if I was really trying to like get the female customer, i would be doubling down on it. And we do this thing on Sundays. We do like Sunday sneaker AMA. You tell us what you're looking for. Tell you the shoe.
00:49:51
Speaker
yeah And we get now we're getting like upwards of 150, 200 every Sunday that we're just like, I can't even ah we can't even get anywhere close to answering these. But we capture all that data. Yeah. And it's just so interesting. I'm like, no, they're telling us exactly what they want. They're like, yeah I want the perfect sneaker that's tonal, that I can wear to work, that's really comfortable though, because like I have a wide foot, whatever. Like we get all this data and I'm like, Ike, call me. Yeah, yeah. but ah I mean, i definitely think the the aspect of building community, I think you're taking it in a like a different route. i haven't seen it somewhere like this where you're interacting with every single person. yeah you know, you're taking that and then you're using that to create new posts that are engaging and then you you take it back. Like, I think it's it's something that.
00:50:38
Speaker
Because a lot of people, when it comes to sneakers, it's always just like, you got to be outside. You got to be you gotta do this. And yeah to create a destination, right? So everybody's like, you have your Sundays. And people are probably like, oh, it's Sunday. yeah you know So that's such a ah like a tough task because...
00:50:56
Speaker
Like you just said, like everybody's attention span is like thirty three seconds. Goldfish attention span. So yeah how do we how do we keep people coming back? Because you're quick to just swipe to the next thing. And and then now you're like, OK, how do I turn that into a customer? Yeah. um What is your biggest like I want to say I want to ask, like, what is the biggest hurdle you feel like you've tackled by doing this? You know, i think that I am someone who tries to be really clear on like what the bigger picture is and what we're working towards. And sometimes I will lose sight of that in what we're doing because I'll think that this is what we're going to do.
00:51:32
Speaker
And then I'll see something else we're doing get a lot of traction. yeah And like I've had the great fortune of working with so many startups through Startup Fest that I've been working on for like 15 years and learned that like one of the biggest issues is people get so tied to their idea that they don't even like pay attention if anybody actually wants it.
00:51:50
Speaker
And because you're like so married to what you're doing that you like don't even really care if people actually want it. And it's like you have to have the humility to be like, oh, OK, maybe that's actually not.
00:52:01
Speaker
Maybe I'm excited about that, but like there's not really a need for it or like the market wants that. So right now, I think one of the biggest personal hurdles has been I never intended to be like the face of common ace. Well, you are now. i Yeah, you are now.
00:52:17
Speaker
And even just from a perspective of like making a lot of the content solely from like a bandwidth perspective. Yeah, I'm trying to do a lot of things that are like important to me and other facets of my business. Gotten very good at time blocking, managing my time. But then i realized that people were like, oh, it's the redhead sneaker girl.
00:52:34
Speaker
love her. Or like I'll get recognized somewhere. Like I was in Tokyo a couple weeks ago and I'm like at the fish market. And this girl's like, I thought that was you from TikTok. And then I looked down and saw your shoes and I was like, it's her for sure.
00:52:44
Speaker
And I was like. oh my God, like that's so nice, you know? yeah um But it's been interesting because it's hard to scale when you're like the person. So now we've been like bringing in, you know, trying to leverage AI and like interesting models to do a lot of what we're doing at scale, which is, you know, working. My agency team works well on Common Ace, which has been exciting. But yeah, I think it's,
00:53:05
Speaker
I see my even my answer was me being like, these are my hurdles. There's a lot going on. no Yeah. um I mean, we that's why i asked you, like, how do you even have time go to the beach? You know, know got you got to keep the the rap name. I'm always like working at the beach. I know. One hundred percent. Like, I'm always like one thing about me. You're going to catch me. I just go just go back from L.A.
00:53:25
Speaker
I mean, it's like the time blocking is definitely has been probably for anybody that creates content is probably the hardest part because i mean, I have a little small group of like me and a couple of sneaker people and we talk about it all the time of like, how do we figure it out and I was just like, I'm not making anything besides podcasts. Like, I, you know, thing yeah, because like I tried to do the whole TikTok thing. I'm like, this is not for me. I'm not I'm not going to be the person that's going be like, hey, this is why your sneaker sucks. Like, I'm not going to, you know, i can't do it. And then I'm also not going to be the person to be like, I just bought the the the such and such ASICs. Now, this is the reason why you should buy it. And I was just like, I'm just going to just push out my
00:54:04
Speaker
Podcast and y'all gotta in order to hear me. You guys that's where you're coming. Yeah, exactly No, when I respect that I also think like I we manage a lot of creators at my agency as well and what I this your pitch for me. Yeah call man ah What I find really interesting is like you have to enjoy you know, so many people these days are like I want to be an influencer yeah and it's like you will only get to that point if you genuinely enjoy creating content like everyone I know who has become successful on the internet didn't start out doing it because you wanted to like make money and get brand deals. You started doing it because you enjoy making content.
00:54:38
Speaker
And I think too, like, I try very, I kind of have a personal rule of like, I just don't like to be negative on the internet. I feel like anything that like allows me to just like open criticism for people. It's like, you know, people are dealing with enough in their day. Like I don't need to,
00:54:52
Speaker
tell you I don't like something you're doing or like be like this is annoying it's just like not the energy I want to put out there and I also say the number one thing is like a low barrier to entry for filming your content so like if I you know people be like the lighting was off or like I didn't have I was in a hotel that day i take like 75 flights a year like I'm in a different place literally every single day damn you have to just be able to good morning America called me the carry-on queen last year wow yeah Let's clip that. Yeah. Like, no, I'm kidding. We really live the life. That's crazy. Yeah. Yeah. Like we walk. there like a met like, are you, do you have like, just, just because I'm curious, cause I do need a new carry on What is your, what is your, what is the, what is your, your carry on? Is there like one, are you a Ramoah person?
00:55:41
Speaker
I do you have a Ramo. I do have Ramo. I will say my business partners gave that to me a couple of years ago. And I always tell people, I'm like, I love my Ramo. I think it's like, I love it. I wouldn't recommend it to people. Like I use that bag probably more than most people where they're like work, bag you know i genuinely have that bag with me all the time.
00:56:02
Speaker
I think there's a lot of great bags that you can get at a much lower price. i love you know i think BASE has done a great job. Shout out to our girl, Shay Mitchell, Canadian Beauty. look I'll look it up. Yeah, BASE is great. B-E-I-S. I think July is really cool. Aussie luggage brand. Whenever I check a bag, I have like the July trunk and it's like really beautiful. but um Yeah, I just, I think that you have to have a low barrier to entry because if I was like, oh, well I can't, like I'm not in my sneaker closet, and so I can't film something. You just won't. So I do a lot of green screen content or I do a lot of just like chatting with the camera.
00:56:32
Speaker
But yeah, otherwise you just like, you won't get it done. And I also think you can't overthink it. Like yesterday flew and did, was at Hypebeast last night for an A6 event and like edited the whole thing last night before I was falling asleep of a day in my life.
00:56:45
Speaker
Thank you. But if I don't do that, like then- Right. You're not going to you put it in a back burner. It's done. Like you have to just I'm like, if it's going to take you 20 minutes, just do it. Just do it right now.
00:56:56
Speaker
I also think people I'm guilty of this, too. Sometimes I'll be like, i don't have time. Well, how long did I scroll on TikTok today? Like I probably could have taken the 30 minutes. I was like lost in the abyss. You know, like sometimes I think I'm um at my best when I'm busy because it forces you to like get things done.
00:57:12
Speaker
Yeah, I mean, I had to – I streamed down my video games playing to edit more. And, you know, yeah editing is not my favorite. But no creating a content has always been the favorite.
00:57:26
Speaker
say to people too because they're like, oh, like it's so cool the stuff you get to do. and it's And, like, I feel super grateful for what I do get to spend my time doing. i I do. But I'm also like – You know, I'd say I probably enjoy like 65% of what I get to do in a day. And that feels really high. Oh, yeah. I think there's like this like misconception when you're like in your early 20s that like you just like get a job that you're supposed to love 100% like everything you're doing. And I'm like, oh no, no. And even then when you do your – you have your own businesses and stuff, I'm like – I hate accounting. My bookkeeper probably hates me. Like, Lindsay, if you're listening, I'm sorry. Definitely have done my expenses properly. You know, like, it's always like. Yeah, there's always something.
00:58:03
Speaker
There's always something. Yeah, and I don't like to misrepresent that to people. I'm like, yeah, it's like. The brass tacks. And I do feel like social media definitely makes it seem like everything's easy because we're just posting the highlights, as the as everybody says. yeah And it's hard because.
00:58:16
Speaker
It's not even for me that I don't want to show the other sides of things, but I just also don't want to complain on the internet because at end of the day, like I feel super grateful and like it's champagne problems when something doesn't go right or you're passed over for something or something breaks or whatever. like yeah You figure it out. like fine It's fine. People are like, oh, I feel so bad for you. And I'm like, yeah, let's touch Yeah, I don't get it. I've always said that there's so much, especially with sneakers, there's so much complaining going on. a lot it.
00:58:45
Speaker
So much complaining and I I tried to be the one thing that we're just you're not here to hear anybody complain like yeah talk about the high like we're here to talk about the journey and yeah that so ah but I have one last question to ask you and it deals with a little visualization. So I want you to think back to ah young KJ as she was opening the box of the multicolor.
00:59:07
Speaker
Yeah. That's how we say it. Multicolor. multiul multic like yeahine and Yeah. so So now you're you behind your younger self. What would you tell the younger self as she opens that box?
00:59:20
Speaker
would just tell her to like just keep going because when I look back like I got a DM a couple weeks ago and someone was like oh my god like you're so lucky like I can't remember what I was doing as unboxing something and they were like you're so lucky and I things are starting to like align for me in certain ways that I've like dreamed about and I'm like man if I told 20 year old self like I don't think my 20-year-old self would believe what I'm doing now, you know? And I think, too, like, I always say the difference between, like, you and the people you look at that are successful is that they just kept
Perseverance and Supporting New Creators
00:59:52
Speaker
going. Like, nobody's an overnight success until you're literally an overnight success, you know? Like, I think that's what I would say is, like, just –
01:00:00
Speaker
just keep keep being yourself and just like keep doing it because we all hit those moments where you're like nobody cares what I have to say or like you know people are kind of making fun of me for putting content on the internet like we've all been there and you're like oh shoot like maybe I shouldn't you know and then Then you get to the other side and you realize that the only people who like have something negative to say or like make fun of you are people who aren't in the ring themselves. Exactly. I always say when I see someone like first start posting on social media or doing something, I'm like, hell yeah, you go. Like I will always be in your.
01:00:30
Speaker
Yeah, because anyone who's done it knows how hard it is to put yourself out there. And I'm like, just go for it. Like any nobody who's doing more than you would criticize you. Exactly. You know, like it's always people doing less.
01:00:43
Speaker
And I always say, you know, rising tide lifts all boats. We say that all the time at Startup Fest actually. And it's like the truest thing in the world. It's the truest thing in the world. Yeah, I'm always like, I like to build cool things with smart people. and like i I say too all the time, I'm like, give more than you take. like When people are like, what's your advice like you know to young women who are trying to start down business, I'm like, genuinely give more than you take. like Build authentic relationships with people, help them when you can, show up for them when they do stuff. When your friends launch things, buy buy it. Don't ask for something for free. like
01:01:14
Speaker
I was at one of my girlfriends has a cafe in l LA called Bravo toast the other day and I go to meet her. She like comps my Bravo toast great spot. She like comps my meal. And I was like, don't comp my meal. Like I would pay if I was at great white. Like it's friend's business. Like of all the places I want to pay, it's here, you know?
01:01:32
Speaker
yeah um So I just think that's like the thing and you clearly get that too. It's like, just like put people on and like encourage them and it comes back to you. know? Yeah, karma. Karma, she's real. Yeah.
01:01:43
Speaker
She's real. Let everybody know where to find you. You can find me at Beachy KJ. Or on a beach. Yeah. Always on the beach. That is literally beach with Y. KJ. And Common Ace.
01:01:54
Speaker
Common Ace. ah You can find me. I was going to go into another spiel, but I stopped myself. You can find me at WhoisHas on all social media. Follow the podcast at MyFirstKicksPod.
01:02:05
Speaker
ah If you are listening to this but on YouTube, we're in studio. KJ just flew here. Straight pacific off the plane, off the plane and that to the podcast.
01:02:17
Speaker
Yeah. Ran here in my Hoka Marnies. In the Hoka Marnies. Stefan's going to like that. ah YouTube.com slash atmyfirstkicks. We just hit 1K. So subscribers, baby. um And then if you have ah My First Kick story, hit me up. Info at myfirstkicks.com. Hit up myfirstkicks.com for shirts, merch.
01:02:40
Speaker
Hit up common ace for for merch. I gotta get my my first kick, Steve. You got a cop? 100%. I'm going to go there immediately. appreciate you. ah And you know what we say each week? Wear your kicks.
01:02:53
Speaker
Peace.