Sung Choi, Creative Director of CLAE, creates an array of evolving classic shoes for the modern man. Breathing new life into traditional footwear, the man in charge is Choi - taking the creative lead and developing CLAE into one of the most sought-after shoe brands around today. He blurs the lines between the comfort of athletic footwear and the visual aesthetic of dress-inspired styling, creating unique and stylish creations. Here, THE MALCOLM sits down with the man in charge - Mr. Sung Choi himself.

Check it out…

Name: Sung Choi

Age: 41

Company: Clae

Location: Los Angeles

You are quite the veteran of the shoe industry. What sets CLAE apart from other footwear labels?

Since 2001 we’ve been creating modern footwear with the classic styling of traditional, casual and dress shoes, combining it with an athletic feel and comfort. Clae addresses the need of quality footwear for men of all ages by offering style, versatility and comfort. We create footwear built for everyday living.

Do you feel you have lived up to this statement?

We began this journey almost a decade ago, and I feel like now we’re beginning to see the fruits of our labor. I think we’ve been bringing some much needed versatility to a jaded sneaker consumer who got caught up in collecting un-wearable “limited” shoes instead of enjoying actually wearing their shoes. We’re also providing an alternative to a younger audience, who are just now maturing and beginning to take interest in their personal style, as well as the older gentlemen who are looking for a little more style and youthfulness without being juvenile. On a whole though, we’re very interested in how our shoe can really come alive once they’re on ones feet and how easily it’s able to transition from different occasions. That versatility and effortlessness is what we strive for.

What influences have impacted the creation of CLAE?

I think it started off by being a footwear enthusiast, which led up to the realization of the need to have everyday footwear for any occasion.

What inspires you?

I think growing up in NYC during the 80’s and the 90’s had a tremendous effect on how I see the world, it’s given me a much needed unique point of reference, which seems to be the basis for my inspirations. Beyond that, it’s really all about being engaged in the world around us: experiencing new things with family and friends, travel, music, film, art… and food. All those special little moments in our lives… corny but true.

Tell us about winning the Sportswear International Fashion Award (SIFA) in 2003 for “Best Men’s Footwear Collection”. How did that award affect your career?

It was a big surprise and I’m truly grateful. If anything, it gave me strength to push the concept of Clae forward and served as a reminder to not give up.

CLAE was shut down in 2004 and revived 3 years later. What lessons did you learn during that time that have since affected CLAE?

As a small independent, we had to be smarter, faster, and work harder to compete with huge corporate footwear dinosaurs. I feel like it gave us certain advantages though….we didn’t get caught up in red tape or have too many chefs in the kitchen.

What did you do during the time CLAE was on hiatus?

I worked on a few freelance design projects for various footwear programs, all the meanwhile planning the right moment to re-launch Clae. Most importantly, I was able to spend quality time with my wife and two young kids.

Did you know you always wanted to be in the footwear realm of fashion?

It was a really natural progression for me as a designer. I sold sneakers as a teen at Paragon in New York City, while studying industrial design at Brooklyn Tech high school. Studying industrial design gave me basic knowledge of design and mold making, but it wasn’t something I immediately pursued due to immigrant parental pressures of wanting to see their only son succeed in the “business” world. Lucky for me, by following my bliss I met some creatives which led me to graphic design then to apparel and finally, footwear design. It was an organic progression going from 2D based design to 3D, not necessarily planned, but a journey that came together full circle.

What do you try to keep in mind when designing new CLAE products?

That we’re looking to provide a solution to the lack of versatile, stylish and comfortable footwear. And the more abstract equation of what people will want 12-18 months ahead of time. We are very much in tune with by dismantling, transforming and recreating and also discovering new possibilities with shape, color and material all with current needs and moods in mind.

How would you describe the current state of men’s footwear?

I think footwear has been moving towards a more simplified, classic style; we see Chuck Taylor’s and classic Vans everywhere and lines like Sperry and Red Wing have definitely surged in popularity. Is it time to move forward though? I think it is. I see a slow shift at first, but full of much needed, new possibilities.

What do you see as the future of men’s footwear?

I think it’ll be interesting with so many new independents with people behind them who are very passionate about the product they bring. I’m curious to see how the consumers react.

How would you describe your personal style?

My personal style is simple and comfort driven. It hasn’t really changed much in last 25 years. You’ll find me in standard denim or khakis with a t-shirt and layering piece, along with a few key accessories - tinted specs and a pair of good shoes. I like to keep things simple yet flavorful.

Tell me a little bit about PNB Nation and the role you played there.

PNB nation was a force that existed prior to what we know as the streetwear of the last 10 years. It was a graphic representation of New York City street culture that was manifested through hip-hop during the 80’s and 90’s. I was fortunate enough to get down with a very talented and humble group of individuals who came together to question, create and communicate the essence that was NYC during our time. That New York is long gone, but the experience and understanding has been the foundation for me as a designer, and it’s helped me grow as a designer and individual.

Besides CLAE, what other footwear brands do you admire?

I like what Timberland Abington has been doing with their boots for last few seasons… they know their past and are forging forward for today and tomorrow. There are lots of independent footwear brands out there offering something new, I admire their spirit.

Where would you like to see CLAE in 5 years from now?

Continuing to expand on our vision of modern footwear that’s reflective of the times. I hope to see Clae playing a big role in men’s footwear for decades to come.

What’s up next for Sung Choi?

Working on few side projects, but mostly sharpening up my skills in the kitchen and dusting off my vinyls to take them for a spin around the local BBQ scene.