Reinventing the Sneakerhead: J. Fishkicks

February 19, 2008 4:26 PM
by Marcos Colón [email]

Things aren’t always easy for college grads. Four to five years of their lives are spent with nothing more to worry than to show up to class, do some homework, and take the occasional test. Worries are limited but the entertainment is endless. However, after walking the stage and receiving a piece of paper that’s cost them four years and thousands of dollars, a harsh reality awaits. The turn-around time for them to reach success can either be an eternity or non-existent. This wasn’t the case for University of Miami graduate Jason Fishbein. After graduating from UM in May of 2007, he was already well on his way. Nine months after graduation J Fish upgrades from a dorm room on campus to a high rise on South Beach, makes a reputation for himself among big names in the music industry and pro sports, and has a shop named J. Fish Kicks nestled on 2nd and Collins Ave. It all started with a call to Nike for a case of sneakers, a Buick, and a spark of an idea that created a successful fire.

Being a UM grad myself, I knew J Fish at the start of it all. His dorm room always stacked to the ceiling with Nike boxes, driving around campus in his mobile shop, making sure the athletes knew what he had, as well as the students. Most thought that he was just a college kid trying to make some extra cash to stay away from campus jobs and the fear of having a part-time gig at Starbucks. No one knew that his efforts would snowball. Those who remember him still find it hard to believe how quick he made this turnaround after graduation.

Opening up last November, J. Fish Kicks is a unique combination of a shoe store and an art gallery literally coming together. Inside, one can find a variety of Nike Dunks, Air Force Ones and Vans that are decked out with custom designs by the best of the best ranging from Miami Ink’s Chris Garver to tattoo artist Mr. Cartoon (who’s inked up 50, Timberlake and Beyoncé). The artists design each shoe with an unbelievable amount of detail, and there’s no limit to what can be designed or included on the client's kicks. Designs range from portraits to street art, but in the end, it’s up to the client to decide what they want. It’s an easy process too. A client has an idea in mind, they come into the shop, pick the type of shoe/canvas and their size, and in a matter of two to three weeks they have they’re custom kicks. Like J Fish says about the possibilities of the designs, “The sky’s the limit."

The young entrepreneur’s involvement with events for the Super Bowl, the Grammys and frequent fashion shows held on the Beach has helped his shop garner more and more attention. The white interior of the shop and the immaculate display of the shoes behind glass cases give off an exclusive vibe. Not to mention that each pair come in a custom J. Fish Kicks wooden box with velvet interior. Buying a pair here truly is like going to a gallery and buying a work of art off the wall. Soon, the footwear will be able to be purchased online at his website.

CoolJunkie recently caught up with J Fish to check out the shop, pick his brain on how he achieved success, and see what the fuss on his kicks is all about.

CJ: First of all, how did this all start? How did you get into sneakers in the first place?

JF: Well, you know it all started out of my dorm room. I would buy a case of sneakers at a time. There were cases and cases of shoes in my dorm room. I would first start with one case when I was at UM. It all started there with one case. I saw a demand for all these sneakers and I ordered a wholesale case from the factory and then I flipped it in a week. It was done in one week. So, when I saw a bigger demand I bought more cases of these crazy custom sneakers.

CJ: Was that straight from Nike?

JF: Right, that was straight from wholesale Nike. I started with those factory sneakers and I sold a lot and I started to get a name for myself. Then I was selling to the athletes in the school and started moving on up and started having people sell them for me, so I was making some money. Then one day I met this guy, BB Lewis, and I didn’t know that it was him at the time. He happened to own the number one recording studio in Miami. So he sees all the hip-hop stars, all the rappers. So I’m driving to the bank and I see this big blue Escalade, and then I honk because I’m selling shoes out of my car.

CJ: So at the time you didn’t know who it was?

JF: I had no idea who it was. But I knew that it was my kind of clientele because he was driving this big blue Escalade. So I saw this Escalade and I started honking my horn to make him stop and I managed to make him stop. He then gets out of the car and he looks at all of my stuff in the back, because all of my shoes were in the trunk. And then he says, “How would you like to meet Lil’ John tonight, how would you like to meet DJ Khaled tonight?” And I’m like “Yea I’ll meet em’.” So then I hooked him up with a pair and that night I go to his recording studio and he introduces me to DJ Kahled, Cole and Dre, Pryze and Little John. And then I was selling sneakers to all these guys.

The interview is quickly cut-off by a group of kids who enter the shop and listen in to what J Fish just said. Amazed by what they just heard, one quickly begins to interrogate him.

Kid Interrupts: You met them?

JF: Yeah man, of course I met them. I sell sneakers to them, NFL players and rappers. You don’t know about me do you?

Kid: So you got a catalog or something?

JF: Take that card right there my man.

Kid: So do you have my size? A six?

JF: We got anything you need man.

Kid: Oh my God. Well I’m going to come back.

JF: You better come back. What’s your name?

Kid: Andre.

JF: All right man, I’m going to put you down in the computer.

Andre: I’m going to come back for sure.

JF: All right man.

Andre and his crew leave the store, leaving J Fish with yet another potential buyer.

JF: Anyway, so I was selling to all these rappers, I was selling the custom shoes. Well not the customs, but the shoes from the factories. And then I was still selling on the streets and I was meeting all these shoe artists, all these local guys. And each artist would introduce me to a different one. I was basically picking and choosing which ones were the best. Then I noticed that no one else was doing this and I was like “You know what, instead of selling this stuff from Nike, I’m going to sell the custom made stuff so let’s see what happens.” So that’s when it really took off. I was selling at nightclubs, I was selling to all the rappers and then at that time I thought having a store for it would be cool as shit. That’s when I linked up with Miami Ink; I linked up with Mr. Cartoon, the big time tattoo artist. I linked up with some LA Artists, but I always have Miami artists, I got Abstract, I got Absolute and they’re from Miami. But I also got guys from Germany as well as guys from Australia and graffiti artists from NY.

CJ:So when did this obsession with sneakers begin?

JF: I was always into sneakers, from day one. I always had a fascination with sneakers and everything associated with them. I had a sneaker collection and that’s where it all began.

CJ:So how much did a whole case cost when you would buy it?

JF: Like four bills.

CJ: That’s not that bad.

JF:Yea and it would bring like 12 to 16 pairs.

CJ: It seems like you can make a pretty good profit out of it.

JF: That’s the thing; I was making this crazy mark-up.

Once again the conversation is interrupted, this time by Jessica Geula, J Fish’s right hand woman and Marketing Director at J. Fishkicks. She refuses to let him reveal his profit, because of the negative outcome the release of the information could have on J Fish.

Although it seems like they have their fair share of tiffs, the relationship between J Fish and Geula is one of trust. As Geula says, “I got his back,” looking out for his best interest as well as the store’s. In a business involving merchandise of this worth, J Fish is lucky to have someone to monitor and advise his moves since he’s still young to the game.

JF: Well I was making a good profit. I was selling to football players, basketball players, and just regular students.

CJ:Straight out of your car.

JF: That’s right, the Buick!

CJ:So what’s the best pair of kicks you got in here?

JF: Well right here. These pair, so far, they are my best pair. They’re selling for $2700. They’re done by Chris Garver, a top artist for Miami Ink. I mean, this cannot be replicated, that’s the bottom line. This is just one of a kind. It’s insane what this guy can do. You see the amount of detail.

CJ:So you started getting in touch with these artists through your connection with BB.

JF: No, he was mainly my connection with the rap industry. But I really just got my connections through the street. I was also taking some trips to Vegas to try and find these guys wherever I could.

CJ:So do you let the artists just do their thing, or do you have any say in it?

JF: Every single pair in the store I collaborate with the artist. I have a say in every pair.

CJ:So let’s say a kid comes in and wants a pair of sneakers. Does he choose from what’s in the store?

JF: We can do anything you want on a sneaker, anything. If he wants his face on the shoe, we can do it, if he wants gold on his shoe, we can do it, and if he wants diamonds then we can do it. And then we price it by order. You know, they can go as low as $600 but the sky’s the limit from there depending on what the person wants. We’re actually getting a $5000 pair in soon.

CJ:So who are some of your big-time clients right now?

JF: Well for my big-time clients we have Lil’ John, Pitbull. I have a lot of NFL players, like Chris Simms. I got a lot of Florida Marlins players, like Dontrell Willis.

CJ:Can you talk a little bit about what you’re doing for the Super Bowl?

JF: For the Super Bowl I’m doing an event. I’m doing a shoe exhibit. I’m going to showcase some of my sneakers. It’s going to be a good time.

CJ:What are some of the goals that you have for the upcoming New Year?

JF: My goals are to find more kicks, get different designs and just really make it happen. And since we just opened up we’re trying to do these things just one step at a time.

CJ:So where do you see yourself going in five years?

JF: I want to eventually open up my own shoe-line.

CJ:And what’s the best lesson you’ve learned so far, knowing that you’re still young and up and coming?

JF: Best lesson is that you can’t trust everybody. I mean I’ve been held up before with these sneakers, you know, gun cocked to the head. I mean it’s like drugs really. You just have to be careful and not let anyone fuck you over.

CJ:Where do you find competition coming from?

JF: As far as competition goes, no one touches us. You cannot find this sneaker anywhere, you cannot find that sneaker anywhere, and you cannot find that sneaker anywhere. I mean nothing. There are places that sell limited edition sneakers from Nike that come from the factory, but they’re not custom made like this. Not one person touches us.

CJ:Did you ever think that you selling sneakers out of your trunk at UM would lead to this?

JF: No way man! I had no idea it would turn out like this.