Describing itself as the “first footwear aftermarket brand,” TUNR will introduce a collection of design-forward fitted socks and
high-end shoe laces tied to iconic athletic styles from iconic footwear
brands.
The items will launch in more than 45 doors at the start of the holiday shopping season.
“We are a footwear company that happens to make socks and laces,” said Smith. “Socks and laces isn't the new idea. It's the customized collections of socks and laces tying directly to the most popular styles from companies like Nike, adidas and Converse 'season in and season out' that's new. Aftermarket in this space is new.”
TUNR's first collection began dropping last week with five styles of socks and laces, mimicking the footwear industry's colorway and style drop schedule. TUNR will follow the initial delivery with five drops of additional styles in both socks and laces later this holiday season. TUNR socks are priced at $13 per pair while laces have an MSRP of $8 . Laces are in packs of three.
“Sneaker heads are among the most creative consumers,”said Smith, “Out on the road we noticed kids using laces as a replacement for the drawstring in their hoodies. We're sure they'll find a good use for the third lace.”
With a team of footwear veterans from Nike, AND 1, Reebok, adidas and Converse behind the brand and a focus on sneaker enthusiasts, TUNR will open in 45 focus doors this month. Key sneaker boutiques that will carry TUNR include Ubiq in Philadelphia, Atmos in New York, Concepts in Boston and Phli in Chicago. Regional retailers with a strong neighborhood presence and reputation for launching brands will also play an important part in TUNR's tight distribution strategy, including Downtown Locker Room in the Mid-Atlantic region and south to Atlanta, WSS in Los Angeles, Shoe Palace in Northern California and Expressions in New England.
