Cal­en­dar Boys

Thurs­day Boot Co. is go­ing strong seven days a week with its ex­panded footwear and ac­ces­sories col­lec­tions for him and her.

Footwear News - - CONTENTS - By Barbara Sch­nei­der-Levy

Thurs­day Boot Co. branches out with non-boots and pop-ups.

Nolan Walsh and Con­nor Wil­son, the founders of Thurs­day Boot Co., ad­mit they of­ten put their fash­ion needs be­fore those of their cus­tomers. “All de­signs start some­what self­ishly,” said Walsh. “[A new style] is some­thing we wanted. So we launch it, gauge cus­tomer re­ac­tion and go from there.”

So far, the part­ners have been on tar­get. Since de­but­ing their di­rect-to-con­sumer men’s boot la­bel on Kick­starter in 2014, the busi­ness has more than dou­bled each year. Con­tribut­ing to strong re­sults was the 2016 ad­di­tion of women’s footwear, which now ac­counts for 30 per­cent of sales. And in April, the men’s as­sort­ment ex­panded with sev­eral low-pro­file clas­sic styles, such as loafers and brogues.

While the com­pany op­er­ates in a crowded e-com­merce space, the part­ners at­tribute their suc­cess to a clean aes­thetic. “We let the qual­ity of crafts­man­ship and ma­te­ri­als do the talk­ing,” said Walsh. The brand of­fers up­dated clas­sics made mainly in Mex­ico and priced at $149 to $300. A smaller pin­na­cle col­lec­tion pro­duced in Arkansas sells for $249 to $350.

The founders are also fo­cused on stay­ing con­nected to their con­sumers. “Some­thing that I do ev­ery month is read all cus­tomer is­sues,” said Walsh, who will tweak the line based on feed­back. “That nim­ble­ness goes into cre­at­ing cus­tom eye­lets and up­dat­ing the rub­ber sole com­pound.”

To­day, Thurs­day Boot sells to cus­tomers in ev­ery state and 75 coun­tries. Walsh said the brand tar­gets “a par­tic­u­larly in­tel­li­gent com­mu­nity of peo­ple who un­der­stand the value of con­struc­tion and high-qual­ity ma­te­ri­als, and who care about eth­i­cal sourc­ing.” Re­gard­ing the lat­ter, for fall ’18, the com­pany is adding ve­gan shoes to its col­lec­tion.

Other up­dates to the line this fall in­clude hik­ing boots and jodh­purs for men and an ex­panded women’s line. And for the first time, men’s out­er­wear will be of­fered.

Although the en­trepreneurs re­main com­mit­ted to e-com­merce, they said they re­al­ize some cus­tomers pre­fer a more tra­di­tional shop­ping ex­pe­ri­ence. So last year, Thurs­day Boot moved into an of­fice and re­tail space in New York’s Flatiron Dis­trict.

And this fall, the brand is plan­ning to open a pop-up shop in the nearby Soho neigh­bor­hood. Said Wil­son, “There are some cus­tomers who just want to see and feel the prod­uct.”

Thurs­day Boot Co.’s Cap­tain style (on her) and Duke line (on him)

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