Soul to Sole: A Sit-Down with Blackstock & Weber’s Founder & CEO, Chris Echevarria
We’re not just to create a community, we’re here to inform the community about dope dsgnrs who are out here killing the game. To assist, we’re launching a new blog series called The DSGNRS Sit-Down, featuring kin who are business owners in their respected fields. The intent is not just to highlight but to spread brand awareness — there are timeless brands of color we can source from, kin! To kick off this series I chopped it up with a dear friend of mine, Chris Echevarria who also owns a fire men’s footwear line, Blackstock & Weber.
The Designer’s Workshop: So, I’ve had the pleasure of watching your journey for the past some odd years. Give the rest of us some background, who is Chris Echevarria?
Chris Echevarria: Well, first I’d like to say that I’ve had the pleasure of doing the same from the other side of the table, love what you’re doing with dsgnrswrkshp and really appreciate our friendship. Me? I’m just another being going around the sun on the rock we call Earth. What makes me different is I’m extremely particular, always have been. I’d say Chris Echevarria exists the intersection of focused and extremely particular.
DW: Thank you, thank you. We’ve come a long way. Take us back in time though, so, when did you fall in love with fashion? (shameless Brown Sugar reference) [laughs]
CE: I’ve loved fashion since I was a kid. So much so that my punishment for acting out in school would be that my parents would take my fly shit and make me wear khakis and a white polo to school. Between my mother dragging me to Nordstrom every weekend, literally visiting every department, and the books and such we had around the house. I developed a fashion sense and a taste level that I damn sure couldn’t afford. I also loved music videos, I envisioned that’s what my life would look like when I got older. The choices in my lifestyle reflected that — even at a young age. When you’re growing up, usually your older cousins or whomever would tease you by saying ‘you’re ugly’ or something like that. My cousins would say ‘your outfit looks like it’s from Walmart’, that’s the only thing that would make me cry. [laughs] Pretty sure I’d cry if someone said that to me at 31, I guess people don’t change.
DW: Hey, well I actually heard there are some gems in Walmart ok?! [laughs]. So, you started your design career in Menswear, it’s broad but focuses more on garment construction, how did you transition into footwear?
CE: You’re right and wrong there. My education started in Menswear design, but my career started around the same time as a merchant with J.Crew. I wouldn’t say that I transitioned, but it was a natural progression of understanding in the industry. I was never focused on one vertical… I’d say I was focused on the look from top to bottom.
DW: So it was simultaneous progression, nice. As much overlap as there is in design, many of us stay in one lane. Any advice for our fellow dsgnrs considering design career shifts?
CE: I’d say it all depends on the person. When I started my career I knew I wanted to see all sides of the industry. So I worked with intention to get there which included leaving jobs once I felt I had learned everything that I needed. As with anything, I always say ‘picture what you want your life to look like at the end’ and work backward from there.
Founder/CEO, Chris Echevarria
"PICTURE WHAT YOU WANT YOUR LIFE TO LOOK LIKE AT THE END AND WORK BACKWARD FROM THERE."
DW: So menswear to footwear and everything in between, you manifested B&W. The Brooklyn designed, UK made Men’s footwear & lifestyle brand. Who or What is Blackstock & Weber?
CE: B&W is literally the culmination of my experience and the desire to create a community and a generation of well informed men. We’re creating product, content and a community that supports that initiative and those men.
DW: In 3 words or less, can you summarize the Blackstock & Weber brand.
CE: 3 words? Nah, I don’t like limits.
DW: Everyone uses buzzwords! Ok so with a limitless amount of a words in your arsenal, what do you choose?
CE: Yeah, but I try to stay away from that. I think one of the biggest problems we’ll face in the future is oversimplification of our entire lives, but that’s another interview. With that said, I’d say we’re rooted in an appreciation for craft...wherever that may exist.
DW: That’s fair, respect. You mention that B&W modernized standard English shoes, what was the formula? How did you modernize? By simplifying?
CE: I’d say we modernized the way they’re marketed and sold. A bench made shoe typically had an audience and served a purpose. I’m a long time fan of sneakers and one of the things that kept you excited was that there were new models, colorways, collaborations and stories told behind the product. This category, and traditional menswear in general, has been quite sleepy.
DW: Quite sleepy indeed, you have a fresh approach but before marketing, let’s get into the product. I really dig the John boot, where’d you get the names of the shoes from anyway?
CE: Every shoe is named after someone that inspires me. The John is named after one of my best friends and founding members of the brand. It usually relates back to their style and personality.
DW: Browsing the website, I noticed a dope feature. Y’all basically have daily window periods 4-6 M-F where people can literally text the team for [what seems like] literally anything. Date night recommendations? A cool concept for lifestyle branding, can you speak more to this feature? How’d that come about?
CE: It honestly started out as a way that people can contact us for style advice and get help determining their shoe size. Quickly we began to see that people just needed a friend and advice for literally all verticals of their lives. We became more open with our language and the way that we interacted with people as opposed to being strictly transactional in a way that pushed toward a sale. Our customer reciprocated and all of a sudden we were having dialogues about things we couldn’t have even imagined. We want our community to feel like we’re that stylish and well informed best friend in their circle. Our line is open for you to really ask us anything!
DW: Any other social approaches you feel has benefitted the brand?
CE: Just telling honest stories and being ourselves instead of pushing the next sale or the next product. Our goal is to provide value. We want you to think of us beyond shoes or whatever else it is we sell down the line. Our website, retail stores, events — everything will be a testament to that.
DW: By the way, we peeped that Curren$y quote on Instagram, can you speak how your experiences as a man of color and your culture impacts your brand?
CE: It definitely makes us stand out [laughs]. I think that there’s a unique way for each designer to tell their own story and do that through their brand. I’m a fan of hip hop, classic cars and great food. I think of a brand like a movie — I’m just stitching in parts from my experience to make it more vivid and real.
DW: That’s an ill perspective, props to you for taking a leap of faith! It’s a solid footwear brand & I love the values. A word for those of us that are reluctant to branch off on our own?
CE: Do it, you really have nothing to lose…and if you’re resilient enough you’ll always win.
DW: Biggest lesson thus far in business ownership?
CE: You’ll always win if you never quit. Be honest. Hire people smarter than you. Find mentors that know the way to the top.
DW: The goal of dsgnrswrkshp is to bridge a gap amongst designers (makers) of color within our community. How’s community valued at B&W?
CE: Community is the only reason I do this. Product is a way to reinforce the message. Our brand exists in a space where a lot of designers of color just do not or are behind the scenes. I try my hardest every day, not just for me, but to show that anything is possible.
DW: We’re starting a #dsgnrsgems series on dsgnrswrkshp, this whole interview has been a gem but is there any thought provoking, earth shattering, mind shifting piece of advice to share with your kin?
CE: Find something you’re passionate about and put your foot on the gas. There’s honestly no secrets or anything like that. The world is like Play-Doh… pick it up and mold it to your liking.
DW: This has truly been real Chris, thank you
Follow Blackstock & Weber @blackstockandweber
Stay Tuned for the new seasonal launch on the Blackstock & Weber website!
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