Product.

CAPITAL SPENT: $49,900
MARKET VALUE: $70,000*
PERCENTAGE OF BUDGET: 45%

* Market value is what things would cost without sweat equity, hustle and talents of the team.


We believe there is absolutely no compromising on product. It is the most important part of our business. No amount of story or distribution can save a bad product. So despite a low development budget, we worked hard to work with some of the best. We've also established a design process that is very detailed and research based. 

 Ben Shaffer

Ben Shaffer

Ben Shaffer was the design director for the project. He was formerly a design director at Nike and spearheaded the development of Flyknit technology. He currently works on Jony Ive's team at Apple.

 Allied

Allied

We have partnered with Allied in China for development and manufacturing. The owner is an American who use to run quality control for Keen footwear. He is a rock star and has tremendous experience in the industry.

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We developed an innovative box that cuts down on materials by 60%. We attempted to get the packaging made in China. However, the quality was not meeting our standards so we moved development back to the States despite higher costs and logistical complexities. 

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And this is where we landed.

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For more product information, visit FabledInc.com/sneakers/johnwooden