Interview With Sung Choi Of Clae Footwear
March 16th, 2008 Posted in InterviewsRobust Flavor is pleased to feature Sung Choi. He’s a designer, footwear specialist and the man responsible for the creation of Clae Footwear. The brand was originally launched in 2001 and then re-established again in 2007. Read on to hear his story…
RF: What’s your nationality?
Sung: Korean-American
RF: Where did you grow up?
Sung: childhood in Seoul, Korea.
adolescent to adulthood in NYC.
maturing in LA
RF: What affects did living in NY have on your sense of design.
Sung: growing up in NY shaped me in a way no education could have. just being in the mix of the melting pot, you get to see, taste, hear, smell and feel all and everything from all different cultures, from music, fashion, food, art, language…etc. you know, good the bad and the ugly. sensibility and flair that I gained through that experience has guided me and my designs.
RF: What were you into growing up?
Sung: I drew and played with legos when i was a child. as a youth, playing handball, basketball, DJing at parties and school dances. hustling suckers at the pool hall.
RF: What did you worry about?
Sung: intercepting truency letter from the school before my parents got the mail. not graduating from high school cause i missed 2 years worth of gym class.
RF: When did you start Clae and why?
Sung: Clae was established back in 2001 out of need for new approach to footwear. which was to modernize the classic casual silhouettes and merge them with the comforts of athletic footwear. a brand that is driven by lifestyle rather than specific performance. as i was muturing into my 30’s
i didnt want to wear my dad’s leather bottom shoes or the latest limited retro look-at-me sneakers.
i wanted shoes that reflected my lifestyle, from day to night, work to play, a stylish, comfortable shoes that complemented my wardrobe and my life.
RF: Which brands have you had a hand in starting?
Sung: I’ve helped out in the infant stages of triple 5 soul in the late 80’s. but more importantly joining friends at PNB Nation in the early 90’s gave me the strength and the understanding to start and restart Clae.
RF: Which other brands have you done work for over the years?
Sung: DC Shoes, Supreme, Lakai Footwear, Union, Sony music, HBO and Asian American Film Festival to name a few
RF: What lead you to footwear design?
Sung: I was led to footwear design via graphic and apparel design. it seem like a natural progression to me going from 2D to 3D design. plus my interest in sneakers date back to the mid 80’s when i was working at the footwear dept. at the Paragon Sports. so i knew sneakers from product and cultural view point, which gave me insight and perception that many other sneaker designers were not keen to.
RF: Are you easy to work with?
Sung: I guess it would depend. if you bring honesty in your work and effort i’m the easiest to work with. when you bring me half baked ideas and effort i can be brutually honest. but i think it is all an effort to help others to push and grow.
RF: What aspects of the business do you dislike?
Sung: Doing interviews
RF: What’s your favorite place?
Sung: New York City/home sweet home away from home. family, friends, food, vibes and the energy.
RF: Who or what inspires you?
Sung: i’m inspired by hard work and dedication to one’s craft. people who take pride in their work.
A unique point of view. family and friends, The Original PNB Nation, FC, TC5, and COD fams.
RF: What, if any, other designers do you like?
Sung: I like the humor and the sensibilities of Tibor Kalman.
RF: What do you do to relax in the 5 hours a day your not working?
Sung: hang with my wife and kids, hit the musuem, hit the beach, cook for family and friends. and play some hoops.
RF: What sucks right now?
Sung:
politricks:stronger and faster.
$$$$: weaker than ever
Hip Hop= ring tones
sneakers= 5 exotic leathers x3 colors + a print.
second hand beef
RF: What are your goals and aspiration for Clae?
Sung: keep making quality, stylish footwear for this generation and beyond. we want to reach the highest common denominator of footwear consumer who demand style, comfort, and versatility in their footwear.
RF: Any words of advice to someone getting in the game?
Sung: honesty in their product and having a unique/original point of view. that should be the foundation for any brand.
RF: Thanks for your time any last words
Sung: I want to thank everyone for supporting Clae’s vision of modern footwear. Big ups to the originators… Blust, Brue, West and Zulu. and peace to the world.
Clae Footwear is available here.
