That’s very sad, right? Yep! Indeed. In high school, every kid owned a pair (or two, three, four, five.....) of Jordans (NKE). Why? Well, it had nothing to do with quality, but everything to do with branding. To own a pair of Jordans meant you were cool, even if it was just on the outside.
I always felt bad for those kids; my peers, and also myself for succumbing to such atrocious popularism. I started TUB in 2008 to be the flagship retailer for my two brands at the time, but also to be the anti-mass produced, anti-pop wear apparel and retail brand. And I’ll keep it that way as long as I’m in charge.