Bucketfeet launched in 2011 with a simple idea: Connect people through art.
Three years later, those connections have spanned across 20 countries and have given more than 100 artists a chance to create one-of-a-kind footwear. And customers can't seem to get enough of the Chicago-born shoe brand. After launching the business 100 percent online, Co-Founder Raaja Nemani opened a "pop-up" shop in the Block 37 shopping center on State Street in August of 2013. What was meant to be a one-month stay turned into a full-year lease beginning in 2014.
"I think you always have to sort of believe that you’re on to something great, otherwise you’re always going to sort of limit yourself," Nemani said, sitting one May morning in his Chicago shop, which looks more like an art gallery than a shoe store. "Three years ago we had an idea. We were sitting on our couch in our living room and trying to sell shoes and dropping boxes off at UPS ... So looking back now and seeing where we were to where we are now, it’s pretty incredible. I’m pretty inspired by our team and everything we’ve done and all the artists we’ve gotten to work with."
Since the Chicago launch, Bucketfeet hasn't shown any signs of slowing down. Nemani has since opened pop up shops in Taiwan and New York City, while eyeing further expansion in the U.S. to the west coast and the south. But perhaps more interesting than where Bucketfeet goes next is what new products the company plans to sell. In May Bucketfeet began selling wall art using the same philosophy with which it sells shoes; work with a different artist for each product so every customer purchases a one-of-a-kind item. Bucketfeet is already selling wall art with artists from Brazil, Colombia, Japan, Mexico, London and Portugal.
And soon, Bucketfeet fans will begin seeing even more footwear options. The company plans to offer boots, sandals, and is collaborating with other brands to offer an extended selection of socks.
Eventually Neamani can see Bucketfeet working with artists to sell T-shirts and bags, but for now, he wants "to stay around the ankles."
"Selling tees, selling bags, selling different things like that, while it makes sense at the end of the day--and i think it lends itself to our business model--we don’t know the supply chain behind those products," he said. "We don’t know how to warehouse those products. We don’t know how to merchandize them online or in store, really. I think focus is a big thing we preach around here. So trying to do a few things really well than trying to do a lot of things OK is where we’re tying to be headed."
What sets Bucketfeet apart from competitors is its artist network, along with the online portal it built to keep them connected with consumers and other artists, Nemani said. While expanding into other brick-and-mortar locations is a goal, Bucketfeet at its core is a technology company.
"I think we absolutely see ourselves as a global lifestyle brand," he said. "But I think we see ourselves as a global lifestyle brand that's driven by technology. I think our differentiator always will be, and should be, our artist network that we’re building. So we want to work with more artists from more parts of the world. We want to give them more opportunities to interact with one another in an online forum. We want to give them more opportunities to work with customers in an online forum. We want to give them more tools to be able to (find out), 'Where is my stuff selling? How much have I made from these products? How many referrals have I sent to Bucketfeet through social sharing tools?' That's going to be the difference maker for this brand.
"We don’t want to just sell shoes. We don’t want to compete with Converse or Vans on just selling shoes and doing it the same way it's been done for hundreds of years. We want to innovate a little bit."
And as Bucketfeet continues to expand into other parts of the country and the world, the company will always remain loyal to its Chicago roots, Nemani said.
"Bucketfeet is the first sneaker brand founded in the city of Chicago, which I think is a really really cool thing to say and something that no one for all of time will be able to take away from us," he said. "We really embrace the Chicago community and we’re excited to be a part of it, and we hope we’re adding something to it as well."
