FROM BOARD TO PAVEMENT
Former skateboarder unveils new line of 9-to-5 shoes.
Tony Ferguson is on a roll. A very fashionable one. The 42-year-old creative, who calls Vancouver home, has seamlessly transitioned careers in the past, going from a professional skateboarder to a renowned footwear design guru — all without seeming to break a sweat.
“It was definitely a transition, coming from being a professional skateboarder and never having a “real” job before,” Ferguson admits of the switch from kickflips and backside boardslides to the nine-to-five footwear grind.
“Since being involved in footwear, the opportunities have come very organically. I have been fortunate to work with brands that I respect and have wanted to work with.”
After coasting away from his professional skate career in 2005, Ferguson gained traction in the footwear community, predominately for his work with the brand ALIFE, for which he acquired the global license.
With more than 20 years of fancy footwork under his belt (or is it feet?) in the business, Ferguson recently stepped on to the scene with his own brand dubbed RONE after his childhood nickname “Tony Rone”.
But don’t worry, the new project won’t see one of Canada’s biggest skateboarding exports — he was an original member of the celebrated Girl Skateboard team — turning his back on the sport. Not even close.
“I have been involved with various footwear brands over the years but always wanted to start my own brand,” he explains of the move. “The goal has been to create something different and go against the grain of what is happening in the market place but keep it in the spirit of skateboarding.”
But it will see Ferguson stepping away from his position with ALIFE, a company that he has had a fundamental role in the explosive growth of.
“Alife has been a great learning experience and has given me insight on what it takes to run a footwear company, from top to bottom,” he says. “(But) starting a new brand requires a lot of day-to-day attention and moving forward I will be focusing solely on RONE.
“This is a whole new chapter for me and I want to have complete control of what I am doing.”
Officially launched with an Autumn/ Winter 2015 collection in late August, Ferguson hopes to capture the imagination of skateboarders — as well as all-around stylish gents — with his new creations for RONE.
“I would describe RONE as ‘sophisticated skateboarding’ with a clean fashion esthetic,” he explains of the meticulously crafted styles.
Mixing technical elements and craftsmanship including fine Italian leather and Goodyear welt construction (a method of construction that allows shoes to be easily re-soled, and thus, worn for years) that are on par with luxury menswear shoes, with a street-savvy esthetic that boasts more than a hint of Ferguson’s skateboarding past, it only takes a glimpse at the initial RONE release to see it’s as much a nod to his board-riding past as it is a fashion statement. If not more so.
“RONE takes inspiration from skateboarding, reinterpreting classics silhouettes through oldworld hand craftsmanship using the finest materials available,” he says.
“The inspiration comes from ’80s and ’90s skate shoes but the techniques and craftsmanship used to create them are of the highest standard in shoe making.
“I wanted that look of a skate shoe, but to make it more modern and wearable.
The designs, which are crafted in “reputable factories” in either Italy or China, according to Ferguson, are made with chemicalfree, naturally tanned leather from some of the industry’s most renowned tanneries.
But this quality comes at a cost.
Ferguson debuted two shoe styles in two colourways (grey with cream and black on black), the Eighty Six which retails for $865 and the Ninety Three which retails for $720 — price points that Ferguson believes RONE’s target customer will be willing to spend.
“RONE is for a sophisticated, cultured individual that appreciates the finer things in life,” he says.
“I think when people see the product and understand the craftsmanship and see the stores that they’re sold in, they will understand it’s not your typical skate shoe in the skate market. I come from skateboarding and love it but I want to showcase it on a more sophisticated level.”
And Arthur Chmielewski, cofounder of the Vancouver boutique HAVEN (52 East Cordova St.) where RONE is sold, agrees.
“I think Tony knows the market very well and he has a unique perspective on mixing his own style with familiar silhouettes,” Chmielewski says.
“For the customers that appreciate quality and craftsmanship, RONE will be exactly what they are looking for.”
It was that very quality and attention to detail which made Chmielewski sign on as the exclusive Canadian retailer for RONE.
“The quality of RONE is exceptional,” he says.
“It’s all handmade and really represents a premium, toptier product. At HAVEN we are extremely particular with what brands make it on to our shelves. We like to think we carry only product for the most discerning customers. As soon as I saw the product, I knew it would be a good match.”
In addition to Haven, RONE shoes are available at Colette in Paris and United Arrows in Japan. Ferguson also plans to open a showroom and office in Milan.
“We are fortunate and honoured to be launching in some of the best stores globally,” he says.
“I am proud of the product and I want to build a brand with integrity and authenticity. Longevity is key for me and I hope to be doing this for a long time so strategically I think this is the best way to do it.”
Ferguson’s eye on longevity shouldn’t come as a surprise to anyone.
You’d just have to look at his lengthy career in professional skateboarding to see he’s done the whole sticking around thing for a while — and he can undoubtedly do it again.
“I have learned a lot from skateboarding in general, both in life and in business,” he says of the lessons learned in the skate industry.
“It teaches you drive and determination, to never give up until you make it, and it teaches you that you have to fail to succeed.”
Lessons that will likely come in handy in the luxury footwear industry, too.
To learn more about RONE, visit Ronebrand.com.