SELECT 1 on 1: Ronnie Fieg on his Puma “Coat of Arms” Project, Paris Pop-Up, & More

A lot has happened in the seven years since Ronnie Fieg’s first official foray into the sneaker design game. Over that span of time, he has built up his name and reputation as one of the most celebrated and influential designers in the industry, which has in turn led to the birth of his own store and brand and a wide variety of special footwear and apparel projects along the way. In an overcrowded market where each weekend offers up a seemingly never-ending supply of beloved retros, special editions and coveted collaborative projects, Ronnie has managed time and time again to create products that emerge from the pack and push their way into the spotlight.

It’s safe to say that every time a new RF-designed sneaker drops at Kith, it clears out on arrival, but it was only a matter of time before Fieg got a little creative and upped the ante with one of his launches. Never one to be satisfied with the status quo approach, last year he rolled out his “East Coast Project” with Asics – a two-shoe Gel Lyte III (plus apparel) collection that released through a standard NYC drop at Kith, but only after it got its own special Miami pop-up shop and boasted a launch event that drew some of the biggest names in the business down to South Beach in support.

Now in 2014 Ronnie is blazing trails again, this time across the Atlantic to Paris for last week’s Kith COA pop-up shop. Coinciding with Paris Fashion Week, the eye-popping retail space played home to a full Coat of Arms-inspired collection featuring a variety of collaborative apparel offerings and a dynamic duo of luxed-out Puma Disc Blazes as the main attraction. Fieg of course took on the Discs back in 2012 with his “Cove” edition, but this time really suped up the materials and construction and even went so far as to rework the shape of the shoe.

After a relatively quiet stretch for Puma, they’ve been making some noise as of late and this will no doubt be another big boost to their cause moving forward. For Ronnie Fieg, the Paris shop is another successful notch on his belt and the window for more projects with Puma and countless other brands is wide open. Upon his arrival back home to NYC, had a chance to ask Ronnie some questions about the COA project and more, so check it out in the pages ahead, as well as a detailed look at the Ronnie Fieg x Puma Disc Blaze “Coat of Arms” which is set to hit Kith NYC soon – more info coming later today.

Sneaker News:  What’s the story behind the Coat of Arms concept and why it was chosen to be the core theme of this project?

Ronnie Fieg:  Coat Of Arms indicates traits of family. I feel like the “Just Us” motto matches up well with the Coat Of Arms theme, the Parisian flag. Also, the symbol of what the boat stands for is very

inspiring, the French phrase translates to “She is tossed by the waves, but does not sink”. Kith has been open for only two and a half years and my crew all share the same mentality.

SN:  What is it about the Disc Blaze that made it the right shoe to represent this Paris to NYC Pop-Up endeavor?

RF:  I wanted to drop a collection for mens fashion week and I believed that the Disc was the best choice. It’s a silhouette that can cross over from the sneaker world and into the fashion market.

SN:  Aside from just the color and material aspects of the design, what updates did you make to revamp the Disc Blaze’s shape and construction?

RF:  The entire upper was changed from the OG. The toe shape, the vamp, the quarter and mudguard were all tweaked.

SN:  It’s well known how much attention you pay to the material choices and finer details of your design projects. Please give us a breakdown of the different components used on the “Coat of Arms” Pumas.

RF:  The toes are made from soft and lush coral nubuck and mint pigskin, the rest of the shoe is made from premium pebbled black leather, black neoprene, a frosted plastic disc cage and black 3M reflective material (medial forum stripe) and paint splatter

(midsole). The sockliners are made of perforated black leather and the box is heavy card stock with splattered wrapping paper. Overall this is one of the most premium PUMA shoes you will ever see.

SN:  Why was Paris chosen as the destination to bring this concept to life and how does it tie back to New York City?

RF:  Paris Fashion Week is really remarkable. I am very intrigued by different styles and fashions. Fashion Week there is very similar to New York but it gives you a different prospective with the European fits. My good friend Francky is also another reason I decided to open a shop there. He helped me bring my vision to life and without him I’m not sure I would have been able to pull it off.

SN:  Is the Coat of Arms Paris crossover the logical evolution of what you did last year with the East Coast Project or do you see this an entirely different kind of venture?

RF:  Yes, I plan on creating products that will target both the US market and whatever other country or city I am inspired by.

SN:  How important is it to you and your brand to grow your international presence with projects like this as well as what you do at home in NYC, and how far away are we from seeing a permanent Kith retail location somewhere overseas?

RF:  Growing in other markets is definitely a goal for Kith. We know that our work with apparel and footwear can really make a difference in international markets. When working on these projects I try to create timeless pieces that can be relevant in all parts of the globe.

SN:  You’re obviously best known for your footwear designs, but you’ve also done plenty of apparel and other things as well. How crucial is it to you to keep your brand evolving and versatile?

RF:  Kith is a lifestyle brand. We take pride in our footwear department but the apparel is becoming a focus as well. You will begin to see a varied assortment of products ranging from accessories to furniture in the near future.

SN:  It’s not that uncommon these days to see a shoe and think – hey, that looks like a Ronnie Fieg. Are you flattered or frustrated when you see products that could be perceived as biting your style or directly ripping off your designs?

RF:  I don’t pay attention to that stuff. They say there’s nothing new under the sun, that’s why I work at night.

A big thanks to Ronnie and the Kith team and stay tuned later today for Kith NYC release info for the RF x Puma Disc Blaze COAs.