Rag & Bone was a very popular and relevant advanced contemporary brand, but they had a problem. As much as their apparel was pushing seasonal trends, and their women’s shoe business was propped up by a very successful boot style, they had no presence in men’s footwear. I was brought on to restart the men’s footwear business, and in collaboration with sales and marketing carved out a plan to leverage the brand’s power as a lifestyle power to create a progressive and desirable men’s footwear business that ranged from streetwear, to rugged, to dress casual at a level of manufacturing that surpassed their competitors - all while establishing a new aesthetic that was both timeless and distinctive to a brand that was intent on quality and relevancy.