We talk with Native Founder Damian Van Zyll De Jong about his brand Native. The Canadian company makes injected molded shoes similar to Crocs, but with a fashion twist that has resonated with aspirational boutiques such as American Rag and some action sports retailers as well.
Damian explains how Native got started, its target market and growth plans and why the Canadian brand focused on international sales over the local market first.
What is your background?
I grew up in Vancouver, and skateboarded my whole life. I started snowboarding at 16 since Whistler was in my backyard. I owe a lot to skateboarding as far as having that different mindset and I think that helped me create Native.
I went to school for design, but my first job was at West Beach when I was 15. In my late 20s, I got into the real estate business.
How did Native start?
Native Founder Damian Van Zyll de Jong
I came back from a snowboard trip in 2003. That “what am I going to do with my life” question came up. I knew I wanted to get into shoes, but didn’t act on that until 2009.
I had a friend, Matt Penner, who helped take my ideas and actually put them on a computer screen to make Cads and helped me get that first batch of shoes made. Matt has been with me ever since.
Why shoes and why injected-molded EVA?
Growing up skateboarding, I always just needed good shoes and always loved shoes. From a business viewpoint, I knew there was a category missing aesthetically for people our age that looked like the product I wanted to make.
At the time, there were a lot of cupsole products in the market, but I wanted to use a different material to have some allure in that market. No one was using injected molded material to its full potential and I thought creating an injected molded shoe for a demographic that I was in would be an interesting way to come into the market.
My first thought was that your shoes look like Crocs, but designed for a more action sports-oriented audience.
Because there is nothing else to associate our products with since there is not much molded EVA product, it is a natural reference for the general population. A lot of people see our stuff and say, “That’s a cool Croc.”
But as we grow, just as we have been growing, we are proving we are very different. We do use similar materials and have a similar process but they are two different brands.
See Page 2 for more about Native’s distribution, expansion ideas
Besides aesthetics, why use molded EVA?
It’s light, cushy, comfortable. It’s a closed cell format so it doesn’t let dirt into it so it’s easy to clean. It’s the dream material,
How big is Native?
We have about 14 people in the company and we are in over 40 countries and growing fast. We are based in Vancouver, BC. We run the company out of Vancouver and have distribution partners globally and deal direct to the USA. We are in over 400 doors in the U.S.
In three years, Native has grown quickly. What’s your secret?
The Verona from Native
A lot of companies start by selling their products first in their home territory, and then distribute around the world. We did it the opposite was. Not being from the U.S. and knowing Canada was a small market, we wanted to start globally first.
Also, given that the economy was in a rough position, I think it was a better decision for us to grow internationally first.
So we started in the U.S. using a sales agency called The Foundation who also works with brands like Incase, G-Shock and Urban Ears and they helped us a lot. We owe a lot of our early success in the U.S. to their team.
What accounts have you sold to in the U.S.?
Mostly to fashion accounts and specialty accounts like Jack’s, Frog House, Coalition, Proof Lab, Primitive, Undefeated, Revolution Ride, Brooklyn Project, Industrial Boardshop, CRSVR, American Rag, and Conveyor at Fred Segal.
Will you only sell to specialty and fashion?
The Fitzimmons
No, we are not stopping just there. We want to segment the brand and have different channels. Everything that we do lends itself to a wider audience. Action sports is somewhere I would like to grow, but there’s a whole bunch of places I want to grow as well. We are happy to be in top tier accounts around the globe and that gives us room to go to other accounts in the future.
What’s been the reaction in the U.S.?
Really good. I think we are one of those brands you either love or hate. We are in such a small demographic in the states, and we are still learning. So far, we have had a really cult following — we have been embraced by early trend adopters, young people who aren’t afraid to step into something new.
I think when we designed Native with the tag, “Native is for everyone,” we were thinking of eventually hitting a really broad market.
How many styles do you have?
The Jimmy
We have about twelve now. When I look at the action sports industry and brands like Supra and Vans, it’s action sports oriented, but there are a lot of fashion silhouettes in their line. I think action sports as a whole industry is trying to find itself again, and when it comes back it’s going to be more fashion oriented.
I’d like to see our brand evolve into that more fashion area. We are not going to push for it. You can’t push too hard. My point of view has always been to let the brand unfold naturally.
What’s the price point on these shoes?
They range $45-$85 for slip-ons, sandals boots and a few other styles.
We are learning to make other silhouettes with our process and have new ideas for the future.
How is the company financed?
Through me and my silent partner.
Any plans to expand to other categories besides shoes?
Yes, we would love to expand to also carrying accessories, bags and other things that make sense, but right now we are just focusing on shoes.
