Simple, the iconic lifestyle sneaker brand launched in 1991, is coming back to retail. The brand, formerly owned by Deckers Brands, is being launched through a partnership with Denis Ryan, managing partner in ICB, Int’l and Harbor Footwear Group, Ltd.
Ryan purchased the worldwide trademark and IP rights from Deckers Brands in late 2014 and structured Simple as a design and marketing company.
Harbor Footwear brought their expertise in supply chain management, product development and wholesale to the partnership. Harbor develops footwear under its own brand names of Giorgio Brutini and GBX as well as under G.H. Bass, Izod and Marc Ecko Cut & Sew brand through licenses.
In an interview with Sports Executive Weekly, Dennis said Simple’s legacy styles such as the Simple OS sneaker, the Barney and the Simple Clog will form the cornerstone of the brand DNA moving forward.
“Simple had a real soul and always had a real reason for being,” said Dennis. “It's trademarked in 35 countries. It was clean, with no inventory, no receivables, no disgruntled retailers and was fondly remembered. There were well made, relevant iconic styles in the product offering. Check the Simple Facebook page which we've kept alive since 2008 and you'll meet some of our incredibly passionate followers.”
He said the brand went through various iterations with 1991 to 1996 being the true essence of what it stood for: a Santa Barbara, CA lifestyle brand that made great product for people who shared their values.
“Life is and should be Simple and reflect that in all we do,” said Dennis. “As Steve Jobs used to say, ‘Simple is harder than complex but it's worth it in the end.’ It's not directed at gender, skaters or surfers but we know they all understand what Simple is about and what it means to them in their daily lives. “
The eco-friendly message will continue to be reflected in the product manufacturing and organizationally. Said Dennis, ”We'll develop a transparent platform and share environmental innovations and technology. Social media will help us share these values.”
Dennis Lazar, chairman and CEO of Harbor Footwear Group, Ltd. stated, “Simple was one of those brands which was always on our radar and when the opportunity arose for us to help bring it back to market we readily agreed. We look forward to reigniting the spark that was Simple to a legion of new fans while holding true to the core attributes that loyalists expect from the brand.”
Dennis noted that Simple racked up over $40 million in its biggest year. He added, “With that in mind, what we're looking to do is deliver quality product to those who understand what the brand is about. We have no sales goals.”
Delivery will start in early July.
