Introducing Fashion Designer: Shane and Shawn

Posted by fashionentrepreneurreport On Tuesday, December 02, 2008

Intelligence and Innovation are two words often used lightly in fashion, but not in the case of Shane and Shawn Ward. Shane graduated with a degree in Industrial Design and has worked for such giants as Adidas. Shawn chose Mechanical Engineering and conquered both Chrysler and the NASDAQ. Together they make up SW2DESIGN. With the opening of their eponymous store in 2008 in the hot Nolita area of New York City, Métier could not think of a better duo to speak to about being an entrepreneur in today’s fashion marketplace.

Lynn Furge: What does it mean to you to be entrepreneurs?

Shane: It means everything, our grandfathers were both entrepreneurs. It is in our blood. We have both worked for large corporations and it kept eating at us to start something on our own. At the end of the day it is all about controlling our own destiny… being able to wake up and know that we love what we are doing. Being an entrepreneur means that the harder you work the more benefit you gain.

LF: Why is technology so important in footwear?

Shane: It is important with our brand and our philosophy. From our standpoint technology is part of our product from beginning to end. We go for more technology and function and then work into creative design. The longevity of a client remains if the product feels good. We have nuances implemented in each shoe. One is the luxury liner which is a quilted inlay sole that consists of two layers of foam and a pig leather layer all sewn together to mirror the feel of a mattress. On the men’s side we have an EVA foam insert at the heel that absorbs shock when the foot hits the pavement like most running shoes. Then both men’s and women’s have the Comfort/Traction sole that is basically rubber pods to support grip and absorb shock as well.

LF: How do you bridge the line between function and trend?

Shane: The function part is imbedded in the DNA of our shoes so we don’t have to re-think that every season. That allows us to have more time to think about creative inspiration and design. If you know your core product is going to have the “luxury liner” and the proper arch support, then you have more time to play with visuals. We go to Pantone colour presentations. We travel the globe seeing what’s hot.

Shawn: You will do a brand injustice if you sacrifice the fit and function. Traditionally comfort and function are not “sexy” terms when it comes to fashion which is why other designers just like to speak about color and texture and how high the heel is. Everyone wants to hear about the beauty of the shoe, but we can do both.

LF: Your “luxury liner” is said to be patent pending… why is it important to stand by and lead the pack as far as documented technology goes, for a young business owner?

Shawn: The thing about making sure we protect our intellectual property is that we see ourselves as the next great lifestyle brand. Bigger companies can take it or give it to the consumer cheaper so we need to protect what they stand for. It is not easy. It takes a long time. Once you get the process started however, it is documented and therefore you are protected. I would advise anyone if fashion with an original idea to do the same.

LF: What is the first thing you consider when designing a for a woman’s foot?

Shane: After the comfort part, which we have focused on since day one, one of the biggest inspirations I conjure up is my figure drawing classes from art school. I actually design shoes from the point of view of a woman with nothing on. I think about how the design will shape the leg. How the heel will lift the butt, how the entire shoe will change her posture. If the shoe looks good on a naked body then it will also look good clothed. Other inspirations can be anything from something I hear, to furniture, or a car… there is no limit.

LF: Women love their shoes… what has growing up in a big family, raised by an incredible woman taught you about what women want?

Shawn: My mother and both of our older sisters are very strong headed women. They have shown us independence, empowerment and that women are no second-fiddle to any men. Chris Rock once said “compliment your woman” and that is so true. A compliment goes a long way, and I promise if you wear our shoes, you will receive compliments.

LF: In 5 words, please describe the vision of Shane and Shawn.

Shane and Shawn: Jetset, Boardroom Rockstar, Sexy, and Comfortable.

LF: How has opening your own boutique changed the way you look at the retail business?

Shane and Shawn: It has changed everything. We don’t even look at weather the same way anymore. It makes us think different when we go into other retail shops. The economy used to not phase us. Consumer confidence, the unemployment rate, these are all words now used regularly in our vocabulary. From a product standpoint… it is the ideal focus group. We get to hear first hand how the shoes are fitting. It helps us better understand our collection in general. It also allows us to take risks and throw something new on our shelves just to test them out.

LF: Shawn what did you learn from working as a day trader in the NASDAQ in relation to business growth?

Shawn: It made me better able to handle pressure. It taught me never to panic. Being the president of a company, I’m a firefighter putting out fires all day everyday. I can think on my toes.

LF: You have a very rock and roll edge. If one song could encompass your Fall 2008 collection what would it be and why?

Shane & Shawn: Ziggy Stardust by David Bowie. Mainly because it is so melodic but the words give it an edge. Our inspiration for Fall Winter 2008 is Hamptons Rebel, where we took classic looks and made them edgy.

shane&shawn.com