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words & interview_Ira LaFontaineImages courtesy Airwalk & Staple
The Histories of Jeff Staple & AirwalkHEREIra LaFontaine: On your website, you have a portfolio with an extensive body of work for larger companies. Do you only work with larger companies, or have you done design work that we may not have heard of with smaller businesses?What project(s) have you previously completed that you're proud of, and what characteristics do you look for in potential partners?What led you to take on the Airwalk partnership? Was it the lure of a fresh challenge that drew you to Airwalk, or is this a sign that Staple is being cognizant of what is happening with the economy?In an interview on Murketing a couple of years back, Rob Walker asked you a question about projects that you wouldn't do. Your response was related to public perception and the general public asking "Why the hell did those two get together?" How do you feel about the early perception around the Airwalk partnership?Airwalk is in a very different place in the shoe world today than they were over a decade ago. Do you feel that the Airwalk partnership can potentially give Staple more credibility, or do you worry that you could possibly devalue your brand by aligning with Airwalk and Payless?What expectations do you have for your partnership with Airwalk and what goals will you have to reach to deem it a success?
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