FOOTPATROL’S JOHN BROTHERHOOD

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As the brand manager for one of the world’s foremost footwear boutiques, Footpatrol’s John Brotherhood is a central figure in the world of sneakers. John has presided over the store since its comeback in 2010 and he accounts for much of the store’s global presence and innumerable collaborations.. We caught up with the man behind the gas mask to learn more about his role with London’s premier footwear destination.

 Hey John, for those who don’t know you, tell us a little about who you are and what you do.

Hey, I’m the brand manager and buyer for Footpatrol. I’m responsible for the day-to-day management of buying, marketing and collaborations, amongst other things …

 Many don’t realize that this is in fact the second incarnation of Footpatrol. What’s the story behind that?

Footpatrol in its original incarnation, which was based just nearby in St. Anne’s Court, Soho, closed its doors in 2008. Our company decided to bring it back and continue what the original team had started in becoming one of the top footwear stores in the world.

 How did you come to be involved with Footpatrol in the first place?

I previously worked for the company that bought Footpatrol. After hearing that we were looking to acquire it, I jumped at the chance to become involved! I started as the store manager and oversaw the store fit out and opening, worked to build the team and took on the task of ensuring a smooth re-opening.

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As Footpatrol has grown since its reincarnation in 2010 your role has changed significantly – take us through that evolution.

Yeah it naturally evolved as the team and business began to grow. I moved from managing the store to the buying and overseeing brand management.

Your background is in graphic design. You must get to put that to use quite regularly?

Yeah pretty regularly at first, but we have a small design team now that handles most of the projects, so my role has evolved into oversight and guidance of projects, more creative direction than actual design – although I do still like to take the lead on a few projects! Coming from a design background it’s always hard to keep away from it entirely.

Which part of the collaboration process is your favorite – conception, design and development, the marketing campaign?

I think coming up with the initial idea is the most enjoyable part! Although it can be quite challenging … but it’s good to sit down with the team and throw around a few ideas. I like to get the team involved as much as possible. Marketing is probably the most exciting part as it’s when the project you’ve been working for a year or more (four years in one case!) can finally be revealed to the world. The whole process is enjoyable though – working through the design and samples stage is pretty rewarding as you see your concepts turn into actual product and tweak it along the way!

Footpatrol is best known for its world-famous footwear collaborations, but over last couple of years you guys have put a focus on projects involving apparel. Has that been a conscious move?

With the sheer number of collaborations coming out at such a fast-moving pace, we wanted to try and bring a little something extra into the idea of collaborating. Sometimes it can get a little stagnant if you try and keep things in-house all the time, which is why we decided to reach out globally to other like-minded heavy hitters. Beams was the first partner we got together with; that made for a really enjoyable and educational process.

john-brotherhood-13

We know secrecy is everything in this business, but can you let us in on any exciting projects in the pipeline?

Ha! No comment – we’re busy working away behind the scenes though!

You must have built up quite a personal collection over the years – give us a sense of it. What kinds of shoes catch your fancy? Can you pick out your top three pairs for us?

I actually don’t have that many, less than 100 I would say … it’s more quality over quantity. A top three is tough! I’ll go with the Nike Air Max 1 Urawa Red, Nike Pocket Knife, and the Converse Chuck Taylor.

We’ve heard an interesting story involving you and a pair of Nike Pocket Knives! Care to elaborate?

Yeah – I basically hunted the shoe down for a few years, eventually finding a pair in a little sports store in New York City. Only problem: they were a size too small! Needless to say they came home with me and I wore them into the ground. In doing so I put myself in trouble and ended up struggling to walk with a pretty painful double ingrown toe nail! Lesson learned – buy sneakers that fit folks!

What current footwear trends do you see sticking around for good?

The Adidas Ultra Boost seems to be the winner, but as far as trends go the future runner is definitely hot at the minute – simple, elegant construction using less materials.

john-brotherhood-10

It’s crazy how quickly things move in the footwear world. We’ve seen the big queues shift from retro Jordan to collab runners to progressive lifestyle silhouettes. What’s next?

Back to the Old Skool – literally. We’re seeing brands like Vans moving back into the limelight in a big way, along with the likes of Converse, and 1970s runners like the Cortez seem to be having a bit of a revival.

Aside from your own endeavors, whose collaborative projects continue to impress you?

Concepts – some of the projects they’ve been bringing out lately have been really strong! The Hypebeast New Balance 580s also impressed earlier this year.

What are you looking forward to next year – personally and professionally?

I’m looking forward to seeing all the projects we have been working on come to fruition! Personally, I’ve just bought a house, which is a bit of a refurbishment project – so I’ll need to cut back on the sneaker purchases from now on!

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This article is a shortened version. Find the full length original in our print issue, which you can get in our store. You can also subscribe for a full year of Sneakers Mag.

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As the brand manager for one of the world’s foremost footwear boutiques, Footpatrol’s John Brotherhood is a central figure in the world of sneakers. John has presided over the store since its comeback in 2010 and he accounts for much of the store’s global presence and innumerable collaborations.. We caught up with the man behind the gas mask to learn more about his role with London’s premier footwear destination.

 Hey John, for those who don’t know you, tell us a little about who you are and what you do.

Hey, I’m the brand manager and buyer for Footpatrol. I’m responsible for the day-to-day management of buying, marketing and collaborations, amongst other things …

 Many don’t realize that this is in fact the second incarnation of Footpatrol. What’s the story behind that?

Footpatrol in its original incarnation, which was based just nearby in St. Anne’s Court, Soho, closed its doors in 2008. Our company decided to bring it back and continue what the original team had started in becoming one of the top footwear stores in the world.

 How did you come to be involved with Footpatrol in the first place?

I previously worked for the company that bought Footpatrol. After hearing that we were looking to acquire it, I jumped at the chance to become involved! I started as the store manager and oversaw the store fit out and opening, worked to build the team and took on the task of ensuring a smooth re-opening.

portrait-backup

As Footpatrol has grown since its reincarnation in 2010 your role has changed significantly – take us through that evolution.

Yeah it naturally evolved as the team and business began to grow. I moved from managing the store to the buying and overseeing brand management.

Your background is in graphic design. You must get to put that to use quite regularly?

Yeah pretty regularly at first, but we have a small design team now that handles most of the projects, so my role has evolved into oversight and guidance of projects, more creative direction than actual design – although I do still like to take the lead on a few projects! Coming from a design background it’s always hard to keep away from it entirely.

Which part of the collaboration process is your favorite – conception, design and development, the marketing campaign?

I think coming up with the initial idea is the most enjoyable part! Although it can be quite challenging … but it’s good to sit down with the team and throw around a few ideas. I like to get the team involved as much as possible. Marketing is probably the most exciting part as it’s when the project you’ve been working for a year or more (four years in one case!) can finally be revealed to the world. The whole process is enjoyable though – working through the design and samples stage is pretty rewarding as you see your concepts turn into actual product and tweak it along the way!

Footpatrol is best known for its world-famous footwear collaborations, but over last couple of years you guys have put a focus on projects involving apparel. Has that been a conscious move?

With the sheer number of collaborations coming out at such a fast-moving pace, we wanted to try and bring a little something extra into the idea of collaborating. Sometimes it can get a little stagnant if you try and keep things in-house all the time, which is why we decided to reach out globally to other like-minded heavy hitters. Beams was the first partner we got together with; that made for a really enjoyable and educational process.

john-brotherhood-13

We know secrecy is everything in this business, but can you let us in on any exciting projects in the pipeline?

Ha! No comment – we’re busy working away behind the scenes though!

You must have built up quite a personal collection over the years – give us a sense of it. What kinds of shoes catch your fancy? Can you pick out your top three pairs for us?

I actually don’t have that many, less than 100 I would say … it’s more quality over quantity. A top three is tough! I’ll go with the Nike Air Max 1 Urawa Red, Nike Pocket Knife, and the Converse Chuck Taylor.

We’ve heard an interesting story involving you and a pair of Nike Pocket Knives! Care to elaborate?

Yeah – I basically hunted the shoe down for a few years, eventually finding a pair in a little sports store in New York City. Only problem: they were a size too small! Needless to say they came home with me and I wore them into the ground. In doing so I put myself in trouble and ended up struggling to walk with a pretty painful double ingrown toe nail! Lesson learned – buy sneakers that fit folks!

What current footwear trends do you see sticking around for good?

The Adidas Ultra Boost seems to be the winner, but as far as trends go the future runner is definitely hot at the minute – simple, elegant construction using less materials.

john-brotherhood-10

It’s crazy how quickly things move in the footwear world. We’ve seen the big queues shift from retro Jordan to collab runners to progressive lifestyle silhouettes. What’s next?

Back to the Old Skool – literally. We’re seeing brands like Vans moving back into the limelight in a big way, along with the likes of Converse, and 1970s runners like the Cortez seem to be having a bit of a revival.

Aside from your own endeavors, whose collaborative projects continue to impress you?

Concepts – some of the projects they’ve been bringing out lately have been really strong! The Hypebeast New Balance 580s also impressed earlier this year.

What are you looking forward to next year – personally and professionally?

I’m looking forward to seeing all the projects we have been working on come to fruition! Personally, I’ve just bought a house, which is a bit of a refurbishment project – so I’ll need to cut back on the sneaker purchases from now on!

  john-brotherhood-8


john-brotherhood-6

john-brotherhood-5

john-brotherhood-11
john-brotherhood-9
john-brotherhood-4
john-brotherhood-12
john-brotherhood-7

Dieser Inhalt ist eine gekürzte Fassung. Das Original stammt aus unserer Printausgabe, die ihr sowohl einzeln über unseren Shop beziehen, aber auch abonnieren könnt.

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