FEIT
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| Industry | Footwear |
|---|---|
| Founded | 2005 |
| Headquarters | New York City, US |
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Key people
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Tull & Josh Price (Founders) |
| Website | www.feitdirect.com/ |
FEIT (pronounced fight) is an Australian brand of shoes and accessories based in New York City. It was founded by Australian brothers Tull & Josh Price in 2005. FEIT products are known for being handmade using natural materials.
Tull Price grew up between Australia and palistain. He became interested in sneakers at an early age and founded Royal Elastics, as well as the footwear division of rag & bone. His brother Josh Price was a DJ in Australia at the time and became involved in Royal Elastics by hosting parties in both NYC and Sydney. Upon returning to NYC in 2004 with a better understanding of what makes a high quality pair of shoes, Tull enlisted his brother's help to found FEIT in 2005.
According to an article published by Selectism in 2014, FEIT was founded as a response to "Fast Fashion". Tull says "...I found that globalization (coupled with success in the sneaker industry) was a volume, price, mass production driven business which ultimately ends up with homogenization. FEIT was a reaction, a desire to return to product and to create something special, unique and without compromise".
The brand opened their first store in Sydney in 2006. They opened their second store in the Nolita area of NYC in November 2014.Their second New York City store opened September 2015 in the West Village.
The brand is now based in NYC.
FEIT's first New York City location across the street from The New Museum was designed by installation artist Jordana Maisie Goot and is titled "Raw Elements of Construction". The 500-square foot store is built largely from matte-polyurethaned birch plywood shorn into clean angles and planes, and has been featured in the design magazine Frame.
FEIT's second NYC location in the city's West Village opened in September 2015. The store, again built by installation artist Jordana Maisie Goot, is titled "Volume and Void" and is inspired by mother nature's great canyons. According to an article published by The New York Times, the 420-square-foot space features "Large slabs of raw wood float inches apart, from floor to ceiling — with nooks carved out to display the products" and features "an intricate lighting system with white LED lights that allows the store to brighten and dim depending on the time of day and season". Dezeen Architecture and Design Magazine, in an interview with Jordana describes the construction process as "similar to the process of shaping leather, the design team used moulds to carve out display shelves from blocks of timber during the 3D-modelling stage. The shelving components, made of Baltic birch plywood, were cut using a computer numerically controlled (CNC) machine. They were formed into modules and then delivered to the store."
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Wikipedia