Brian Krauss, co-founder of IPATH. Courtesy of IPATH
Maria Contino of Rosenthal & Rosenthal sits down with Brian Krauss, co-founder of IPATH, the iconic skate brand slated to make a major comeback later this year. The two talk about changes in the industry, overcoming challenges, and what it takes to reinvigorate an established brand.
Maria Contino: What inspired you to re-launch IPATH now, two decades after your original launch, and what’s changed about the brand since you first launched in 1999?
Brian Krauss: The decision to re-launch 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 initially represented is still very much alive, and I see an opportunity to bring back the brand with a focus on eco-friendly materials and updated heritage designs that appeal to today’s consumers. We’ve integrated sustainable practices into our manufacturing processes, using 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 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 to see with the new IPATH collection?
Courtesy of IPATH.
Brian Krauss: Expect to see the same classic IPATH styles that you know, but they’ve been re-engineered from the inside out. Our designs blend style with functionality and include eco-friendly materials like hemp, organic cotton, and recycled rubber. We’ll also be introducing limited-edition collections and custom options to support the core skate shops and to provide a more personalized shopping experience.
Maria Contino: Who do you hope you will reach with a newly re-launched IPATH?
Brian Krauss: We want to attract both original IPATH enthusiasts who remember the brand fondly as well as new customers who are passionate about skateboarding, streetwear, and sustainable fashion. We’re particularly focused on reaching the younger generation who values brands with a strong environmental and ethical commitment.
Maria Contino: What challenges have you faced during the re-launch process, and how have you overcome them?
Brian Krauss: One of the main challenges has been modernizing the brand while staying true to its original ethos. We’ve overcome this by collaborating with original IPATH team members, designers, and experts who understand our heritage and can help us innovate without losing our identity. Another challenge has been ensuring our supply chain meets the highest sustainability standards, which we’ve addressed by partnering with certified ethical manufacturers.
Maria Contino: What are your long-term growth goals?
Brian Krauss: In the long term, we want to expand our product line and brand extensions to cater to a broader audience, continuously innovating with sustainable materials and practices. Our biggest goal is to establish IPATH as a leader in the eco-friendly skate lifestyle fashion industry, building a loyal community of customers who appreciate 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 to take our business to the next level.
Maria Contino: How do you see IPATH fitting into the current skateboarding marketplace?
Brian Krauss: I think we’re well positioned to make a significant impact in the current landscape by offering unique products that align with the growing demand for sustainable and ethically-produced goods. Our focus on quality, comfort, and style makes us a strong contender 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 with the re-launch?
Brian Krauss: I’m excited that our fans will be able to rediscover the brand and that we’ll hopefully attract new fans as well. To 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 about embarking on this journey and look forward to building a vibrant, eco-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 inventory financing firm in the United States.
We received express permission from Maria Contino and Brian Krauss to repost this Shop Eat Surf published interview above in its entirety. We are looking forward to seeing Maria at Surf Expo next month and learning more about what IPATH has planned for the future. – Doug Works, Executive Director of the Board Retailers Association
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