In the late 1990s, skate shoes were reaching their maximalist peak, resembling bulky baked potatoes more than functional footwear. This era of excess saw skate shoes stray far from their practical purpose. As the industry slimmed down in the 2000s, IPATH emerged, standing out with its earthy aesthetic and minimalist designs. Founded in 1999 by Matt Field and Brian Krauss, IPATH offered a refreshing alternative, emphasizing sustainable materials and a unique, holistic approach. Now, in 2024, IPATH is making a comeback led by Krauss and former team rider Kenny Reed, aiming to recapture its original spirit.
The Mystical “I” and IPATH’s Origins
The IPATH logo, often mistaken for a bull, is actually an “I,” representing the creator of all things, guiding individuals on their paths. This concept reflects IPATH’s ethos of finding one’s way and embracing individuality. Kenny Reed, known as “The Traveler,” recalls his path to IPATH, initially skating with Matt Field and Nate Jones. After a year of IPATH’s inception, they invited him to join, and he made the switch, drawn to their unique vision.
The IPATH Vibe: More Than Just Skateboarding
IPATH wasn’t just about skateboarding; it was about a vibe. The team embodied a nomadic, creative spirit, prioritizing experiences over strict performance metrics. Unlike other brands focused on aggressive marketing, IPATH fostered a relaxed, community-driven environment. Team members like Nate Jones were allowed the freedom to skate in their own style without pressure, contributing to a culture where individual expression was celebrated.
Adelmo Jr., a quintessential IPATH rider, captured in a promotional shot.
When asked who best embodies the “Irie” IPATH spirit, Reed points to Adelmo Jr. and Matt Field, describing them as peaceful, kind, and deeply connected to the brand’s rasta roots. This “Irie” vibe encapsulates the brand’s commitment to positive energy and harmony, differentiating itself from the mainstream skateboarding scene.
The Evolution of IPATH Shoes
In contrast to the era of bulky pro shoes, IPATH shoes prioritized simplicity and comfort. Reed describes his experience of designing his shoe, aiming for something that “didn’t look like a skate shoe.” The result was a simple, Reebok-inspired design. This approach extended to other models, such as Nate Jones’ shoes, which were based on a thrift store find, and Matt Field’s “The Yogi,” which incorporated a crystal that reflected sunlight. IPATH’s design process was organic, not driven by graphic design books, but by the team’s personal experiences and preferences.
Nate Jones showcasing his signature style in a back side flip.
IPATH’s Fall and the Loss of its Core
As IPATH grew and changed ownership, including its sale to Timberland in 2007, it began to stray from its original vision. Riders were let go, and decision-making shifted to non-skateboarders, diluting the brand’s unique fabric. The brand’s identity was compromised, leading to a loss of faith from loyal followers, highlighting the importance of maintaining authenticity in brand evolution.
A Fresh Start and the Return of IPATH
The brand’s hiatus was a period of reflection, and Reed acknowledges it’s impossible to recreate IPATH exactly as it was. However, he sees an opportunity to fill a void in skateboarding by focusing on a skater-owned approach. The goal is to build a brand where people can relate to the team’s genuine love for skateboarding. Initial team members for the relaunch include Fred Gall and Ben Raybourn, embodying the brand’s heritage and actively skating.
IPATH's comeback is highlighted with a focus on new, quality shoes.
Navigating Expectations and Building a Team
Reed is aware of the expectations from long-time IPATH enthusiasts, aiming to honor the brand’s history while building for the future. He stresses the importance of an active team that is true to the brand’s values, rather than just filling a roster. The strategy involves trusting instincts and gut feelings about people who align with IPATH’s ethos. This careful selection is aimed to ensure that the brand resonates with the skateboarding community.
The Reboot: A Step-by-Step Approach
Brian Krauss’s involvement in IPATH’s return is central to the brand’s revival. After securing the trademark from a Chinese factory, he reached out to Reed to collaborate on the brand’s next phase. The plan is to take a slow, step-by-step approach, focusing on quality and the core values that define IPATH. Matt Field’s support is also a key asset, as he continues to skate and endorse the brand’s products.
Kenny Reed, a key figure in IPATH's revival, skating.
The Challenge of Nostalgia and the Future of IPATH
While IPATH acknowledges the nostalgia factor, they also aim to attract younger generations with a product that stands out from corporate brands. Reed emphasizes that IPATH’s authenticity is its greatest strength. He believes there’s still room for a brand rooted in skateboarding and focused on building a community, offering an alternative to the large, impersonal brands dominating the market.
Modernizing the Classics: Design and Function
The design team, led by Reggie Gilbert, has modernized classic IPATH designs, making them more supportive and comfortable. The changes include slimming down the tongues and heels, enhancing the functionality of the shoes. Reed has tested the samples and believes they’re even better than the originals. This commitment to quality is key to IPATH’s future success.
Navigating the Market: Zumiez and Core Accounts
IPATH partnered with Zumiez to help fund their initial manufacturing. While Zumiez shipped their orders first, IPATH ensured that their core accounts were informed about the situation, maintaining transparency and good relations within the skateboarding community.
IPATH’s Vision for the Future
In a landscape dominated by large, corporate-backed brands, IPATH envisions carving out a niche by focusing on building a community, making quality shoes, and promoting a family-style approach. Reed aims to create a network of skateboarders who share the same passion and values, representing a brand that is authentic and relatable. The focus will be on forming a network of individuals who skate together and create quality shoes, emphasizing authenticity and a genuine love for the sport.
A promotional image highlighting IPATH's quality and renewed presence.
Conclusion
IPATH’s return is more than just a nostalgic revival; it’s a testament to the brand’s enduring legacy and its unique place within skateboarding. By staying true to its original ethos and prioritizing community and quality, IPATH hopes to carve out a space where skateboarders can find a brand that truly understands them. The brand’s focus on sustainable materials and a unique design approach differentiates it from the mainstream, appealing to those who seek authenticity and a deeper connection to their skateboarding roots.
Interview by: James Lee
Photos courtesy of IPATH
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