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STPL 4 Airwalk brand

Dec '08
Designer and street style icon, jeffstaple, chief designer of Staple Design, a visual communications and apparel design company based in New York City's Lower East Side, announced today a multi-year agreement for Staple to create exclusive Airwalk seasonal collections for fall and spring exclusively available at Payless under the STPL 4 Airwalk brand.

Staple, also owner and founder of Staple Clothing and Reed Space, defies a singular description as a creative talent in graphic, web, clothing and shoe design, as well as an artist, DJ, curator, sneakerhead, writer, entrepreneur, tastemaker, and arbiter of street style. He has been heavily sought after for his creative influence by the likes of Nike, Burton, Apple Computers, The Gap and Sony Playstation, among other companies and brands.

"This collaboration with a designer of Jeff's stature and influence is tremendous for the Airwalk brand," said Bruce Pettet, president and chief executive officer of the Collective Licensing International, owner of the Airwalk brand. "This alliance fits the brand's heritage and, more importantly, helps us continue to innovate and build the Airwalk brand with our target consumer."

The exclusive STPL 4 Airwalk line will launch in fall '09 at about 400 Payless stores and Payless.com and is expected to include as many as 12 original designs for men and women each season including new silhouettes and core Airwalk styles featuring mixed materials and contemporary, progressive details stressing streetwear and skate style. The new line will sell for about $50 a pair.

"The Airwalk brand is America's original skate and youth lifestyle innovator and it is very popular among shoppers of all ages," said LuAnn Via, president and CEO of Payless ShoeSource. "With this new alliance, we are able to infuse Jeff's unique design talent into the brand to create this exclusive collection. We are thrilled to partner with Jeff on this new collection. He has a pulse on youth culture and street style, and we are excited to see his creativity come through in this new Airwalk line."

Airwalk brand styling is inspired by boardsports, music and street culture.

"Payless is democratizing the latest ideas in footwear by making them accessible and affordable to all. I am very excited to join in this philosophy and approach," said jeffstaple. "When I was growing up and busting my butt trying to skateboard, Airwalk and the essence of the brand was such a huge influence. The design Sneakerhead in me today is really excited to create fresh new silhouettes that embody the skate park and the street.

"What gets me most excited, though, is the reach of Payless. I feel like the age of '1-of-24' or '1-of-100' is becoming obsolete. If you were a graf artist, you did the side of a train so everyone could experience your creation. As a graphic designer, I want my works published and available for everyone to see. As a DJ, I want to play in front of thebiggest possible crowd. So why shouldn't this same philosophy hold true for sneaker design? I am really looking forward to reaching this wider audience and having a larger impact as a designer.

With his hands in just about everything, 33-year-old, Jeff Ng, aka jeffstaple, has masterfully created an entire world of communicating through design.


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