Footwear Spotlight: JUMP
Article written by: Asmara Wreksono
Posted on: July 20, 2010
Taiwan is invading the world with its dopeness. SoJones.com is honored to bring its readers closer to the brand that has been influencing footwear trends in over 30 countries. From Europe to USA, Jump is rocked by the most important names in fashion and entertainment industry. To know more about Jump, SoJones talked to Victor Hsu, Chief Propagandist for Jump USA, Inc.
Introduce yourself and describe how your brand was started?
I’m Victor Hsu, the Chief Propagandist for Jump USA, Inc. Originally in the early 70s, we were one of the first Taiwanese trading companies for big American brands. In 1975, after having successfully developed an unprecedented measure of production for several American brands, Jump and subsequently Travel Fox were formed as one of the first Taiwanese brands to make the move from manufacturer to brand. Jump quickly became one of the most well known sneaker brands in Asia and in the 80s and 90s began it’s expansion move to the rest of Asia, Europe and Latin America. Travel Fox actually had become quite popular in the US and England for its colorful kicks. In the early 2000s, Harry Chen, the owner of Jump was hired by Steve Madden to build a men’s division. In it’s second year, it had become a 50 million dollar business. By 2007, Harry decided it was time to bring Jump to the US which was when I was hired. Utilizing my background as a merchant at Lord and Taylor and product development at Express, we completely repositioned Jump to become relevant for the American consumer, opening a store in SoHo and growing our distribution to high end retailers like Saks and Bloomingdale’s. Jump has since entered into a variety of interesting collaborations, most notably with Black Eyed Peas’ singer, Taboo.
Describe this season’s theme for your line. Include any sources of inspiration (examples: 80’s punk, muses like Amber Rose, 70’s disco bands, Run DMC, etc)
For Fall ‘10, we’ve made a return to the great outdoors. When we relaunched Jump to become Jump Deluxe, we had been one of the first brands to go aggressive with patents. We now make a return to nature, with very clean and sober materials in neutrals and gum soles with gold accents on the eyelets and lacetaps. New for the brand are our Goodyear welted boot constructions taking a bold step to diversify our product offering.
Any product placements on celebs to keep an eye out for (examples: publicity photos, magazines, movies, music videos etc)
With our store in SoHo, we are in constant contact with celebs and sometimes develop intimate relationships on collaborations as was done so with Taboo. Keep an eye out for Jay Sean, Jason Derulo and Kevin Rudolf. Tom Cruise has recently become the owner of a pair of Jump Deluxe boots.
What has been a surprise fashion hit for you over the last year?
While the Vanquish high top, an adaptation of one of our 80s Travel Fox hits, had been traditionally our key silhouette, its low top , the Ventus have become increasingly strong for us.
What apparel trends are you really feeling this year?
I’m an accessories guy so I keep an eye out for interesting necklaces, bracelets and rings. I like wood and ethnic/spiritual things.
What fashion trend would you like to see thrown overboard?
I think I’d be a bit pretentious to answer this one – it’s all subjective and someone might want to throw me overboard for some of the things I wear!
What is/was one of your own most prized fashion pieces, past or present?
I have a navy linen shirt from Sisley with double breasted pockets and sleeves that roll up and button that I’ve worn since college and it’s become so worn that the collar curls up and the linen is so thin. I absolutely love it.
TuPac or Biggie?
Jump shoes are available at Revolveclothing.com and here are some of our recommendations from its newest collection, with a price range from $188 up to $288. For the full collection and sneak previews on what’s to come, check their blog at jumpshoes.wordpress.com.