The brand that started it all, casual sneakers, SeaVees is introducing its Californian style into the UK market to coincide with the brand’s 10th anniversary, after its relaunched by its chief executive officer and creative director Steven Tiller, with a small amount of help from its British-based partner Pentland Brands, which was officially announced as a shareholder in the brand in.
During the SeaVees UK press launch in London, FashionUnited sat down with Tiller and got to know the fascinating backstory behind the brand, his motives for bringing back this iconic brand, and his future plans and the launch of the brand within the UK.
SeaVees is a brand of sneakers that was first established in 1964 by the tire manufacturer, B.F. Goodrich, and for the next seven years, it was one of the most well-known casual sneakers, until the time it was purchased by Converse it caught the attention of Converse. It was then spotted by the US Justice Department, which declared it a monopoly, and ordered Converse to close the company.
The trainers and brand went on a break for almost 40 years until Tiller came across an unworn, old salt-washed pair SeaVees in a secondhand store in Japan for $500, after which he fell in love with the shoes as a “little unique with an amazing story” and has set out to bring back the brand that claims to be “the most unique brand and has the most unique brand story you’ve ever seen before”.
Tiller has an extensive background in footwear, having a number of prestigious titles, including creative director, president, and senior vice of global design for established firms like Steve Madden, Stride Rite Corporation (Sperry Top-Sider Keds) as well as Cole Haan Lands’ End, and Nine West Group. Nine West Group was trying to get out of the world of corporate when he stumbled upon the brand’s heritage that was forgotten by time.
Tiller describes: “I was always intrigued by the past and was eager to discover an iconic brand that nobody knew about. So when I came across an original SeaVees shoe in Japan which was a brand I’d never heard of and I’m sure that most people have never heard of, I was certain that I had discovered something unique which would enable me to follow my passion and create my own business.
“I immediately loved the name and the big V within the center of the logo. I believed that it seemed too appealing to be real and that somebody owned the brand. It wasn’t until I began doing some research that I discovered that the name had been dominating for more than 40 years, and was actually open for grabs.”
It was SeaVees’ initial tagline “The first step to going casual” that drew Tiller’s attention while researching the brand. being the initial company that encouraged its customers to wear sneakers beyond the gym, and also in the daytime as casual footwear in addition to this “strong tradition and potential that was not fully realized” that Tiller realized was his way to escape business.
He continued: “It’s just a great tale that nobody was aware of, and that was not owned by anyone. The trademark, copyright, and patents were expired for years So, so it was really about filing papers and waiting for ownership to be handed over to me. The cost was nothing, excluding the attorney’s fees.
“I realized I was given the opportunity to tell the story again and bring back the brand. In a bizarre way, that’s the time I found myself when I stumbled across that old sneaker. I was finally giving myself permission to go down the direction I’ve always wanted to pursue and begin my own California-inspired sneaker brand.”
Californian shoe brand SeaVees is now available in the UK
In the year 2010 Tiller launched SeaVees and relocated his family of two to Santa Barbara, California, with the sole purpose of recounting the history of the iconic brand of sneakers, beginning with the first shoe called the Legend that was featured in the first ad on Playboy along with Sports Illustrated when the brand was launched in June 1964.
“The Legend is the shoe I wear every day and it’s the only one that truly captures the history of the brand and honors the original style,” states Tiller. “It is the very first design that was important to me, and whenever I put them on it’s an opportunity for me to connect with the original brand each and every day.”
Each SeaVee shoe is inspired by an inspiring occurrence from the 1960’s California culture and is in the style of Steve McQueen’s hot rod culture as well as the Jack Kerouac’s San Francisco Beat scene and Richard Neutra’s Desert Modernism.
Tiller said: “The styling guide is that if it was not done back in the 60s then we don’t use it. Every pair I create is based on an old shoe and is influenced by a style from the 1960s. I refer to it as modern nostalgia. It’s where retro-inspired styles are created by modernizing, enhancing, and new technologies that weren’t available in the 60s.”
These modern advancements include improved comfort and comfort due to the exclusive Perforated Memory Foam footbed which molds to your foot and, over time, transforms into a unique pair of shoes that provide the best grip, comfort, and durability for a long time.
“Our shoes are better than in the past and we’ve been doing a lot of things regarding materials that make our shoes super, very comfy,” notes Tiller. “We remain faithful to the original brand and how they inspire people to attend an event wearing the comfort of the sneakers and the elegance and sophistication of an elegant shoe.”
Tiller declared: “We are pretending that the brand didn’t actually take off for a nap of around forty years and kept doing the things it excels at and I’m so enthused to see the brand return to what I consider its rightful spot on the top of the line of sneaker brands since there are only a handful of brands in the world of sneaker brands that are known by everyone and that’s the thing that motivates me to bring this brand to the top of the list.
“To make a brand nobody remembers and get it noticed in the fashion world of today is to remain steadfast and unwavering When I am faced with issues, like whether we should expand into this country or another or whether we should focus on children’s clothing, I am looking within the boundaries of the older ads because I believe that the answers can be found there. Being true to that keeps me on track.”
Today, casual SeaVees styles are available at more than 300 retail stores across the US and within Korea, Japan, and now in the UK following the launch of its own UK online store, on which the best styles for both ladies and men are for sale.
“My company partner is Pentland Brand, and they’re the UK located, so this is crucial as it signifies the public nature of our partnership with them, therefore for me, it’s an important aspect of our rebirth and an excellent opportunity to mark this 10th birthday,” explains Tiller. “It’s beginning exactly as what we have done in the US with a focus on image and aimed at increasing brand awareness, and to present to the UK consumers in a manner that is a compliment on the label.”
This means plenty of Californian references which is why Tiller states: “It is important that we don’t alter who the brand is based on the fact that the demographics of our customers change. we’re a brand that originates made in California and we have that Californian DNA that runs through every aspect of our business and there is a global audience who has a love of the sun and warmth So why should we change? we provide a tiny piece of Californian sunshine throughout our work.”
What started out for Tiller along with his colleagues as a male-focused company, SeaVees has now become the only brand that is 50/50 female/male and the women’s segment became a major growth sector for the company’s footwear business just two years ago women only made up around 15 percent of its revenue and today it is 50.
“I created the brand that is primarily on males, simply because, when I study the market and the sneaker industry it is evident that the most successful lifestyle brands, the ones that have longevity, ones that can stand through the years have their roots on the side of men because women are more likely to purchase brands for men, rather than men who choose a women’s brands,” commented Tiller.
“A majority of this is related to the male mind, and therefore, strategically and with a purpose, I decided to establish the foundation as a business for men and then add women’s perspective afterward. The women’s part has grown significantly and 80% of the buyers of footwear are women. Yeah, women are awed by footwear, and there are more female consumers.”
The brand has also recently launched children’s shoes in collaboration in partnership with Sony Pictures, featuring exclusive designs from Liberty London, based on the popular film “Peter Rabbit”. Tiller states that footwear for children is a “growth chance” for the company, with US web-based stores currently offering mini versions of SeaVees top-selling silhouettes like those of the Legend sneakers, Baja slip on, and Monterey sneaker.
Tiller said: “We have been asked frequently to design children’s footwear and I’ve always been hesitant. But then J. Crew approached us to do their children’s footwear, and I decided to go ahead soon after it was announced that the Liberty London collaboration came up we’re doing children’s shoes and we offer a complete selection, although it’s not as extensive as women’s or men’s however it’s an opportunity to grow this brand.”
The core of the brand’s philosophy is this concept of preserving the Californian lifestyle and dream, which is a result of Tiller himself when he was a young boy coming from Oklahoma’s midwest, Oklahoma, he always desired to be from California and that all the time long desire for being in the California sun is the driving force not just in the brand’s style as well as its charitable activities that include membership in 1 Percent For The Planet, a charity which protects the environment.
SeaVees is not only pledging to donate 1 percent of sales to the Gaviota Coast Conservancy to help safeguard the ecological health of the Californian coastline and also manages an outreach program for its community called program “Out to Sea,” in which Tiller speaks to youngsters by sharing his own entrepreneurial story and encourages the youngsters to follow their passions and goals, which Tiller calls his way of “passing on the enthusiasm and inspiration to truly follow your heart and to pursue your goals”.
“The 1 percent for the planet will be our method of giving back to the community and ensuring it is that this California Dream is preserved for generations to follow,” added Tiller. “Together with “Out to Sea’ which I see as our top priorities. We aren’t only selling shoes, we are helping to preserve our California dream for future generations by encouraging youngsters to take the initiative to follow their goals. Both are very important to me. It is the reason why we’re making this happen.”
Tiller finished the interview by saying: “I truly feel that SeaVees is the coolest name and has the most unique brand story of which there’s been no mention about We’re still undiscovered, and that’s the thing that really motivates me when I watch the progress we’re making.
“Our customers are extremely satisfied with our brand and return every time they visit and refer their friends to it. We do not focus as much on numbers and size but rather creating awareness, because when they find us, it’s an image they will choose to keep wearing throughout the rest of their life.”
SeaVees is now accessible in the UK through its own online store with prices starting at 55 pounds.
