We are proud to reintroduce one of our most iconic heritage models, the Telford. A hi-top with padded ankle support on our XLK cupsole technology with durable improved tread. Lightweight, flexible and comfortable right out of the box.
Source: Telford – Red/Navy Suede
I know you see the immediate reference to another popular sneaker skaters adopted, but Lakai is a true skate brand that makes great performance options. The brand isn’t is widely known as Vans, and definitely doesn’t make waves like Nike SB, but this Griffin Gass video features a sky blue pair that’s fresh asf and in my opinion The Telford could become the crossover model the brand needs to elevate into the underground niche once occupied by Supreme. I have to assume the skate world doesn’t want this to happen, but as a fan of smaller brands getting their moment in the sun, I feel that a couple of adjustments should give Lakai an edge. Peep this video:
I’m not a skater. I watch skate and admire the skill. I love the style aesthetic of the kids who do skate and I find that all of streetwear has pulled from a combination of skate and Hip-Hop. Lakai is authentic. They hit their market and that’s really all that could be asked, but as with many posts on this site, I like to take a moment to look a bit deeper and find an angle. My hypothesis here is that Lakai is next in line for a moment of successful crossover and growth, but won’t get there for a number of reasons.
Lakai and Distribution
Lakai’s distribution consists of stores like Parade and Zappos. They are also sold in skate shops, but the brand is readily available and this makes sense. However, being readily available also means that there will be clearance items or promo. Is it wise for a smaller brand to limit product when they are niche? Is this a strategy that can be utilized? In a small, strategic manner… yes. Take the model above, deliver it to a designer who actually skates (a guy like the production manager at COMUNITYmade would be an excellent fit). Allow that designer to build an upscale model of the Telford that can be shredded. Deliver that model to the roster of skaters on the team and then make it available only to loyal brand fans.
Lakai and Price
Increase the price to 120.00 from 85.00. A common complaint about the brand is that the shoes will fall apart if you skate them hard. That isn’t a fair complaint, but increasing the price point to 130.00 will allow for more welding/stitching to create a stronger model. Improving the materials, including a nylon tongue with leather Lakai Telford branding, and removing the piping (unless it’s reflective) places the model in the realm of fashion. At this moment, cheaper built copies of the Jordan 1 are pulling in 200-400 dollars a pair (I won’t share the names to avoid giving those brands any spotlight). Those shoes aren’t built with proper strobels and the outsole/midsole combinations are cheap. Yet the shoes have hit the market and gained traction. The goal isn’t to be like those knock-offs. The goal is to create a limited run of the Telford in an elevated fashion.
Can this be done with Telford? I would love to see a redesign and elevation of the model and then a marketing campaign. This could be interesting.