Robert Smith Speaks on the growth of the sneaker and Resale business

Robert Smith Speaks on the growth of the sneaker and Resale business, his sneaker and lifestyle inspirations, His sole simple Brand, the evolution of the sneaker culture and more.

For those who are heavily involved in the sneaker world and the resale movement understands how insane it can get at times. We’ve seen and heard some of the most ridiculous stories based on people attempting to acquire some of the most well-known pairs of kicks ever. Now, although this sneaker phenomenon can get a bit weird and dangerous, it’s also a very profitable business if you know what you’re doing. According to an article printed by the New York Times last year, the sneaker and streetwear resale market in North America is projected to reach $6 billion by 2025. Not only can you make a lot of money but you can also build a strong brand and name for yourself all because you know the value of a particular set of shoes. Take my good friend Robert Smith for example. Over the last few years, he’s established a name in the world of sneaker reselling by studying the market, knowing the value of each sneaker release, and the simple understanding of supply and demand.

I had a chance to catch up with Robert to talk about the fast growing sneaker reselling business, his streetwear and fashion inspirations, the growth of his Sole Simple business and growing his name and company in 2020.

1 - Growing up what personal inspirations did you have when it came to lifestyle and sneakers?

Growing up as a kid, hip-hop and sports really set the trend in fashion. From the baggy jean era to now that clothes are fitted, seeing some of my favorite artists in great garments inspired me to have my own sense of style. From the sneaker aspect, having a pair of Michael Jordan’s latest sneakers he wore to the game was really everything. If you ain’t have them, you were not as “cool” as the kids who did have them. After a certain age, my mom couldn’t afford Jordans so I started falling in love with Air maxes. It actually inspired me because I wanted to wear different sneakers to distinguish myself from the rest of my friends who always had the latest Jordans.

2 - Who were some of the industry figures you looked up to that embodied that sense of style when it came to streetwear?

Wutang Clan, Dipset, Pharrell, Kanye West, Biggie Smalls, and Fabolous. Each one of these figures always created a wave and were ahead of the curve when it came to streetwear. I remember watching a video of Raekwon in a video wearing Snow Beach Ralph Lauren collection in “Can it all be so simple” video. Just recently, Polo released it again for the first time after so many years. These artists really inspired me to find my own sense of style when it streetwear to the point where I was even tying my sneakers differently than everyone else at times.

3 - What were some of your first introductions and experiences in the streetwear and sneaker culture?

My older brother exposed me to the game earlier. He got over 500 pairs of sneakers in his collection and had some exclusive Jordans that even most people couldn’t get their hands on. Seeing his collection made me start my own and from there I’ve taken it a step further as I established a few sneaker connections throughout the years.

4 - You built a brand called Sole Simple, a resale business for clothing and sneakers. How did you get involved in reselling?

I got involved heavy into reselling when I started going to sneaker shows. When I got fired from my first job in high school, I started to sell some of my own sneakers to put money in my pocket. I used to pull up to Sneakercon, Dunkxchange, and many other conventions that were taking place in NYC. I always walk home with $1,200 - $1,800 at the end of the shows. I was so good at it that even my friends would give me some of their sneakers to sell for them and they would break me off some money when it was sold. Once I started to become successful reselling on social platforms, It bespoken a lucrative business.

5 - In your opinion, why do you think the resale of sneakers has gotten to be so big within our culture?

It’s a billion dollar black market that will eventually grow to be worth trillions. Everyone wants to have the flyest and exclusive sneakers that most can’t get their hands on. Before, nobody really understood the value of reselling until it became widely broadcasted within this past decade. It’s still crazy seeing people who I’ve known for years that weren’t into sneakers, now asking me about the value of sneakers they plan to resell. I’ve been collecting sneakers since 2008, and all I can say is that the sneaker culture completely changed a lot.

6 - Let’s say a pair of exclusive sneakers or apparel is on the verge of releasing, what is you method in receiving these items for retail? Take us through you process step by step.

First I would find out which retailers are carrying that exclusive sneaker and then do all the required raffles for that shoe. I would enter numerous emails and different phone numbers into the raffles to have a better chance at winning the raffle. If the item is being sold by local retailers like Footlocker, Champs, Finishline, and/or Footaction, I would enter the raffles through their respective mobile applications from my phone. At times I usually win because I spend thousands of dollars within each retailer so my odds of winning are always higher than the average person. Secondly, I would have a computer bot running my credit card information on the websites that are releasing the item while I go outside and pick up my raffle wins that I already won from other stores. If the computer bot doesn’t work, I have an autofill app on my phone in which allows me to fill in all my information and credit card info within seconds at the checkout. Finally, I would bring 2 or more friends with me to do in-store raffles throughout NYC. Most of the stores that do these raffles are usually blocks away from each other so we would pick random sizes in each store so that we can satisfy our customers who wear those respective sizes if we win. The process for supreme is different because they have a signup program every Tuesday at 11AM where people would have to enter their information and wait for a text to confirm a time placement for their Thursday releases.

7 - Do you think the business of resale, sneakers in particular, has had any sort of effect on how people shop today? If so, why?

Definitely without a doubt! Companies are now trying to fight the computer bots through their anti bot program online on release dates. People have been complaining to these companies that they are unable to get limited items because it’s always sell out within 3-5 minutes of the release. Some people are not computer savvy, so they end up trying to go to the store to buy the items but it’s always sold out. A lot of people are not trying to wait in long lines or go through the headache of shopping because they don’t have the patience. This is where Sole Simple comes in because we can secure the items that the customers want and save them the time and hassle they would have to endure if they were to try on their own.

8 - Now that we’ve entered into a new year and decade, what do you see happening with the sneaker culture? Secondly, what do you think will happen with the resale business? Lastly, how will Sole Simple stay competitive in that market?

I feel like the sneaker culture will be more commercialized because it’s so many big companies are now joining the culture. The positive is that there will be more opportunities for people to capitalize on especially with today’s social media. The negative is that it’s going to create more resellers in the business in which will oversaturate the market. It’s going to be a point where it’s going to be too many sellers and not enough buyers in the culture. I can already feel there will be a shift that will change the game. As for Sole Simple, we are already ahead of the curve as a brand. We are using innovative tactics to sell our products that differentiates us from other sellers that has been giving us great clientele so far. When you combine traditional marketing with today’s social media, you start to formulate creative ideas to expand your brand in so many different aspects.

9- What’s the best advice you’ve gotten in regard to your business? Why has that been the best advice for you?

“Anyone can wake up and sell sneakers, but how many can sell a lifestyle?” This really hit home for me because although I’m selling hype streetwear brands and exclusive sneakers, I always make sure to market the brand harder than I market myself. It’s more than just buying sneakers, I strive to give people a lifestyle that my brand represents all the way.

10 - What’s next for you and Sole Simple? What can we expect to see from you in 2020?

We are working on continuing our Youtube series this year as well. I’m praying that we can solidify our very first storefront this year god willing. Expect to see a lot of merchandise this year from us for sure.