PWBN-Magazine_MAR_APR_2017-V5 (1)

Visionary Revives the Chuck Taylor Classic
By Lynda Dell
Sometimes it’s enough just to
appear on ABC-TV’s “Shark Tank”
to get a nibble. The exposure
alone has ramifications that can’t
even be fathomed.
This was the case for long-time
owner of Baggins Shoes, Glen
Lynch, the largest retailer of
Converse and Vans in the world,
in Victoria, of B.C., Canada, when
four years ago, he caught an
episode that featured Nick Romero,
a California-based entrepreneur
and owner of The Ave Venice, who
had developed the technology to
print on Converse shoes.
Although Romero didn’t catch any
sharks that day, he did reel in the
“King of Converse,” explained Tara
Savrtka, director of operations
at Baggins Shoes. Visionary Lynch
suddenly saw the possibilities
for taking his business in a new
direction.
“Immediately the owner called
him up and they started working
on a deal right away,” noted
Savrtka. “He was really excited
that we could now print on
Converse shoes.”
Lynch invested in direct-togarment
printing technology,
Converse molds, licensing, and
training. Romero’s platent, a
specially designed clamp, flattens
the Chucks and Vans so they can be
printed on without damaging them
or the machine, explained Savrtka.
Custom printing has quickly grown
to become 25 percent of their
business. Since then Baggins has
partnered with local cartoonist
Gareth Gaudin, of Legends Comics
and Books, famous well-known
celebrities, local businesses, and
most recently their first artist
from the U.S., Lori Felt.
“We love being part of the
process!” said Savrtka. “Part of
our goal as well, even though we
have been around for 47 years, is
to be known world-wide for what
we do, so working alongside artists
like Lori who expand themselves
internationally and get brand
recognition works in tangent with
what we are trying to do.”
Rolling Out New Technology Changed
the Landscape for Designers
Eight years ago Felt began custom
designing sneakers, at first just
for relatives and friends. As word
quickly spread several moms
commissioned her to create handpainted
pairs for themselves
and their daughters, which led
to designing sneakers for party
planner’s record hops.
“The reason I love wearing
Converse so much is because they
are so comfortable that you almost
feel barefoot,” explains designer
Felt. “As I get older my feet tend
to hurt so badly by the end of the
evening that I can barely walk.”
After Felt’s double hip
replacement surgery, at age 42,
she could no longer wear heels.
She opted to wear sneakers just
about everywhere and began
designing them for every occasion.
New technology made it possible
for fashion innovators like Felt’s
company, (LoriDiamondArt.com),
to reach new markets and flourish.
That’s what led her to create a
line of bridal sneakers for brides
who hate wearing heels, but love
the comfort of happy feet.
She fully expected to sell her line
to the party planner Uncommon
Events, but didn’t expect the
biggest break of her career the
day that she was asked to design
hip-hop sneaker center pieces to
coincide with the dance troupe
Antic’s premiere East Coast
performance of Sneaker Suites
at the Philadelphia International
Festival of the Arts Gala (PIFA).
Given only four days to find a printer
to produce gold sneakers, she was
running out of options, and wondered
if she could create the illusion of
gold. After reaching out to Baggins
Shoes, Tessa Hinz, their senior graphic
designer, was able to find creative
ways to mimic the look of gold. Hinz’
full mock-up of Felt’s design printed
on canvas was approved.
Last spring they were featured at
the PIFA Gala at the Kimmel Center
and now those gold sneakers and
two other custom designs, Bride
with Soul and NY, are featured on
Bagginsshoes.com’s front page.
Think Big, Think Global
“My underlining goal is to become
an internationally-known artist,”
Felt said, “to raise even more
money through my designs for
causes that have touched my life
and extend my reach.”
Lynda Dell is a professional
writer who can tell your business
story. Read her blog at https://
daretodream2016blog.wordpress.
com/