Former Vans execs in U.S. and Canada start Urshuz

How will the shoes tie into the action sports consumers? Better yet, who is your consumer?

We are targeting young, stylish consumers between the ages of 18 - 25. Although we feel the overall concept for our product can span a much larger demographic, we feel the consumers who will really become engaged with the concept are the young, self-expressive generation who are fueling this growing DIY / ETSY / green movement.

When do shoes hit shops? 

We started a soft launch of our products in June, selling at a few select boutique retailers and Urban Outfitters locations around the U.S. and Eastern Canada.

Due to the innovative nature of our products, and because uppers and soles are sold separately, we first wanted to figure out the best way to present our concept and products in-store, before offering Urshuz to a larger audience.

Our efforts are currently focused on raising brand awareness and increasing our online sales, and in the coming months, we hope to move forward with new retail partners and international distributors.

What are the price points?

A "complete" pair of Urshuz (uppers + soles) retails for between USD $45 and USD $75.

Any initial marketing plans?

We're working to collaborate with organizations that share our passion for promoting creativity and self-expression.

One organization we're starting to work with is The Hall Pass Tour, which brings after-school concerts to underserved schools around the U.S., and encourages student involvement in music and the road to higher education.

Programs like these are such positive creative outlets and they really represent what we're all about.

What have retailers been saying so far?

Retailers are really excited about this product - it's like nothing else on their shelves! They're always looking for something new and fresh to show consumers, and Urshuz offers that.

The response from consumers has been very positive - they're especially pleased with how comfortable the shoes are. This is great to hear, since I put a lot of work in to ensure that the shoes would be extremely comfortable. The fact that the soles are also 100% recyclable, is really just icing on the cake!

Is Urshuz a Canadian or U.S. company? What market are you guys going after first? Or are you going after both simultaneously?

We are a true Canada-USA partnership. Our management and marketing takes place in Montreal, while our product design takes place in Pasadena, where I am based.

Our marketing and sales efforts are geared toward the US and Canadian markets. Both markets have the trendy, active, creative consumers we think will appreciate our products.