KTC: Bob Sheard "State of the Union" Interview

In an interview with branding specialist Bob Sheard, KTC-MANUFACTURE MAGAZINE digs into the great

By //Fashion

In an interview with branding specialist Bob Sheard, KTC-MANUFACTURE MAGAZINE digs into the great details about the current problems of consumerism and how brands are having it hard to have a place in the consumer’s mind. Sharing with us on how advertising and marketing has become increasingly expected, he aims to steer away from this notion of predictability with his brand consultancy firm, FreshBritain. Currently, the company is actively assessing the current production landscape for fashion as well as the lack of innovation amongst established sportswear performance brands. Read the full article here with an excerpt seen below.

So it’s the 80s, you’re a kid and you start to become what we now call ‘brand aware’? Is that about right?
Yeah I’d say pretty much. In the 80s you watched Wimbledon and it was your only kind of vortex into something special and romantic or luxurious and new. I would go to Jack Lee Sports in Halifax and there would be Puma Maradona and that was my connection to Maradona and South America. There would be tennis tops from Sergio Tacchini or Fila; it was like the cosmopolitan world that just visited Wimbledon once a year.

A lot of people from that era remember it fondly but not too many of them took that early period of brand obsessions and made a career of it. What made things different for you?
While we were at college, Sophie and I traded in vintage denim. We would go to the rag yards up north and buy denim in weight. We bought and sold Big E Levis and suchlike, and we would bring the selvage denim down from up north to sell. Levi’s were buying denim back from me, so they must have been impressed because they sponsored me throughout my degree.

We had a stall in Camden and a stall on Portobello market. All the other stuff, we would sell at places such as Dewsbury Market, Leeds Market and Halifax Piece Hall. I had my mum selling them for £3 a pair! The rag merchants would only let us buy half a ton at a time, so we could never earn more.

At one time we were earning 2 grand a week. I met Levis though selling Big E’s back to them and they eventually agreed to sponsor me though university helping me get an education.

So after graduating, what did you do?
I ended up working for Converse and enjoyed it. In a company where there was a culture of blokes waiting for their pension, I was over promoted.

What do you mean by “over promoted”?
Well it seemed to happen every two months. I was bald back then so everybody thought I was older! Eventually, I was made creative director of Converse Europe at 26. The bloke who promoted me thought I was 35. I kind of knew the “right things”, such as which shoes should be sold and how many, and what colours they should be.

Interview: Glenn Kitson
Photography: Neil Bedford

Read Full Article
StyleInterviewsBob Sheard

You may also like

X Games' Latest Episode of 'Being' Celebrates Legendary Skater Bob Burnquist
Sports

X Games' Latest Episode of 'Being' Celebrates Legendary Skater Bob Burnquist

A look back at the impact of his career.
1,960 Hypes 4 Comments
Union LA Introduces Second Private Label Drop of Spring/Summer 2018
Fashion

Union LA Introduces Second Private Label Drop of Spring/Summer 2018

Influences include Charles Mingus and vintage finds.
3,916 Hypes 5 Comments
Nike Converts an Antique Chicago Church Into a State-Of-The-Art Basketball Facility
Design

Nike Converts an Antique Chicago Church Into a State-Of-The-Art Basketball Facility

Put in place to help develop the city’s young talent.
6,814 Hypes 13 Comments
These Are the Highest-Selling NBA Player Jerseys of the 2017/18 Season
Sports

These Are the Highest-Selling NBA Player Jerseys of the 2017/18 Season

Are you repping your team?
6,549 Hypes 6 Comments
Here Are Some of the Best LeBron James & J.R. Smith Game 1 Memes on Twitter
Sports

Here Are Some of the Best LeBron James & J.R. Smith Game 1 Memes on Twitter

One meme involves Drake and a baby.
109,386 Hypes 18 Comments


What to Read Next

Thrasher 2011 Skater of the Year: Grant Taylor
Sports

Thrasher 2011 Skater of the Year: Grant Taylor

Garnering hype and a loyal fan base over his epic year of coverage, Grant Taylor has earned the

aNYthing 2012 Spring Collection Video Preview
Fashion

aNYthing 2012 Spring Collection Video Preview

New York’s own aNYthing gives us a glimpse into its 2012 spring collection via this short teaser

Tinie Tempah - Like It or Love It featuring J. Cole + Wretch 32
Music 

Tinie Tempah - Like It or Love It featuring J. Cole + Wretch 32

Tinie Tempah offers a free-to-download track via his Twitter account today. The SX-produced


Jose Parla: The Concord Project Video
Arts

Jose Parla: The Concord Project Video

Contemporary artist Jose Parla spent his summer working on two large-scale murals for The Concord

Maison Martin Margiela "Paint" Oxford
Footwear  Fashion

Maison Martin Margiela "Paint" Oxford

World-renowned fashion house Maison Martin Margiela has been known for creating covetable clothing

Wish x Publish Wellsworth Pants
Fashion

Wish x Publish Wellsworth Pants

In celebration of their fifth anniversary, Atlanta-based retailer Wish has partnered up with

More ▾