Rosenthal & Rosenthal’s Maria Contino sits down with Brian Krauss, co-founder of IPATH, the iconic skate brand set to make a major comeback (later this year). The two talk about changes in the industry, overcoming challenges, and what it takes to breathe new life into an established brand.
Maria Contino: What inspired you to relaunch IPATH now, two decades after its original launch, and what has changed about the brand since its launch in 1999?
Brian Krauss: The decision to relaunch IPATH stems from a desire to reconnect with our roots while adapting to contemporary trends in fashion and sustainability. The skateboarding culture and lifestyle that IPATH originally stood for is still very much alive and I see an opportunity to bring the brand back with a focus on eco-friendly materials and updated traditional designs that appeal to today’s consumers. We have incorporated sustainable practices into our manufacturing processes and use recycled and organic materials. Our iconic designs have also been updated to reflect current trends while increasing the comfort, flexibility and durability that we know our original customers have always loved. We have big plans to expand our product line to include apparel, accessories and other brand extensions that complement our footwear.
Maria Contino: What can we expect from the new IPATH collection?
Courtesy of IPATH
Brian Krauss: Look forward to the same classic IPATH styles you know, but redesigned from the ground up. Our designs combine style with functionality and are made from eco-friendly materials like hemp, organic cotton and recycled rubber. We will also be introducing limited collections and custom options to support major skate shops and provide a more personalized shopping experience.
Maria Contino: Who do you hope to reach with a newly launched IPATH?
Brian Krauss: We want to appeal to both original IPATH fans who still remember the brand well, as well as attract new customers who are passionate about skateboarding, streetwear and sustainable fashion. We are particularly focused on reaching the younger generation who appreciate brands with a strong environmental and ethical commitment.
Maria Contino: What challenges did you face during the relaunch process and how did you overcome them?
Brian Krauss: One of the biggest challenges was to modernize the brand while staying true to its original ethos. We overcame this challenge by working with original IPATH team members, designers and experts who understand our heritage and can help us innovate without losing our identity. Another challenge was to ensure our supply chain met the highest sustainability standards. We achieved this by partnering with certified ethical manufacturers.
Maria Contino: What are your long-term growth goals?
Brian Krauss: Long term, we want to expand our product line and brand extensions to appeal to a wider audience, while continually innovating with sustainable materials and processes. Our biggest goal is to establish IPATH as a leader in the eco-friendly skate lifestyle fashion industry and build a loyal community of customers who value our commitment to quality, style and sustainability. Working with a partner like Rosenthal as our factor has given us the support and flexibility we need to pursue these goals and take our business to the next level.
Maria Contino: How do you think IPATH fits into the current skateboard market?
Brian Krauss: I believe we are well positioned to make a meaningful impact in the current landscape by offering unique products that meet the growing demand for sustainable and ethically produced goods. Our focus on quality, comfort and style makes us a strong competitor in the streetwear and skateboarding markets, and our commitment to environmental responsibility sets us apart from our competitors.
Maria Contino: What are you most looking forward to about the relaunch?
Brian Krauss: I’m excited for our fans to rediscover the brand and hopefully we’ll gain new fans as well. For me, IPATH is more than just a brand; it’s a movement dedicated to promoting skateboarding through sustainable design and a healthy lifestyle. I’m energized to embark on this journey and look forward to building a vibrant, environmentally conscious community.
Editor’s note:
Maria Contino is the Western Region Sales Manager at Rosenthal & Rosenthal, a factoring, asset-based lending, PO financing, D2C and e-commerce warehouse finance company in the United States.
