Interview: Daniel Garcia from sivasdescalzo.es
A peek into the world of online sneakershop sivasdescalzo.es. What once started as a love for sneakers has grown into an online shop and maybe even more. The team behind sivasdescalzo: David, Rubén, Daniel, Raúl and Josep. Daniel Garcia gives you a look behind the shop. Read our interview with Daniel below to see what they are planning for the future.
Can you tell us more on how sivasdescalzo started?
Raúl, Josep and I were colleagues at an advertising agency in Barcelona. We each worked in different areas: IT, graphic design and development, but all of us shared a passion for sneakers, ordering limited editions from abroad for lack of a better alternative in Spain. Then I left for Berlin for a stint as a photographer, and there I got inspired by the sneaker culture, both on the street and online; and thought that there was definitely something lacking here in Spain. I called up David, a childhood friend then working as a software consultant, as well as Raúl and Josep from the agency, and the idea to promote the sneaker community in Spain with an online store started taking form. Rubén, another friend of mine, came on board as the fifth partner a few months later. He was the missing link to create the perfect team to put the idea to work, providing experience in entrepreneurship.
What makes sivasdescalzo different from other sneakershops?
We do everything in-house: graphic design, photography, videos, blog and campaigns, just like an ad agency. We want the website to reflect the team’s personality and feel exactly like a local sneaker shop, but online.
If you could only use 5 words to describe your shop, what would those words be?
Exclusive; Accessible; Service oriented; In-house production; Innovative. Although they may seem like antonyms we want to make the exclusive accessible to all.
What is the one thing you have not achieved yet with sivasdescalzo and absolutely still want to achieve?
We’d love to have our own sneaker collaboration with a big brand. We’ve only been around for a year, so we have to be patient!
Where do you see the shop in 5 years from now?
We not only want to be the reference of online sneaker stores in Spain, but a main contender in Europe. We have a long way to go but we think our in-house philosophy and focus on great customer service will get us there.
What is your personal motto in life?
Do something you love.
We assume you have a passion for sneakers, have you always had this? When did it start?
I have loved sneakers for as long as I can remember, but when I started working in my late teens and could actually pay for them it got more serious.
If you would have to choose 5 favorite brands, which brands would be in your top 5?
Maians: A brand from Barcelona that makes their shoes by hand in Spain and are known for their old school / traditional style;
Wild Vintage: A friend of ours in Barcelona who collects and sells vintage sunglasses and started producing his own shades;
Ann Demeulemeester: One of the best fashion designers out there;
Visvim: We hope to have their stuff available in our shop one day;
Apple: Essentials for this online store!
What’s your favourite sneaker and what was your first one?
Is success key to happiness?
We’re not over ambitious, we’re just happy to make a living by doing something we love while and improving day after day.
How does your random day look like?
I usually spend a great deal of time taking product shots in and out of the studio, exchange a few emails to handle customer service related stuff, and the rest of the time working on optimizing the web, all while posting for the Spanish Facebook and Twitter accounts.
What is the weirdest collaboration somebody has approached you with so far?
It’s not so much a weird collaboration, but interesting nevertheless. For Barcelona’s H Magazine sneaker special last April, they asked us to match sneakers to the musical artists they were featuring. We did a sneaker illustration for each artist: Nike Vandal for John Talabot, adidas ObyO Jeremy Scott Leopard for Orchestra of Spheres, Puma Suede Classic for Canyons and so on.
What are the future plans for sivasdescalzo?
Although the online business has been our focus from the beginning, we will be opening a new store in Madrid next September (in Spain brick and mortar is still very important). We’ve found the space and will soon start renovating, very exciting stuff!