Being a sneakerhead isn’t just a hobby—it’s a way of life. For as long as I can remember, sneakers have been woven into the fabric of my earliest memories. Whether it was back-to-school shopping or noticing the fresh kicks on the kid in front of me in kindergarten, sneakers were always a part of my world. Growing up in the ’90s, especially in New York, meant that being a sneaker fan was as natural as being a Yankees fan. It was part of the culture, no matter where you came from or what you had. From the iconic Retro 11s and 12s to the classic Air Max 95s, these shoes were more than just footwear—they were a symbol of who we were. Sneakers transcended social and economic boundaries; if you had the latest Jordans or Air Maxes, you felt like you belonged. This passion for sneakers eventually led me beyond just collecting, pulling me deeper into the industry and the culture that surrounds it.
How did your journey begin, and what inspired you to pursue a career in the creative industry?
Music has been a constant in my life for as long as I can remember. I was that kid who had to hear the latest song, whether it was on a tape player, CD player, or the radio. I was always plugged in. From rap and R&B to alternative and pop, I soaked it all in. I remember being one of the first kids at school jamming to *NSYNC, Backstreet Boys, Britney Spears, Christina Aguilera, and even Limp Bizkit, thanks to watching a lot of MTV and TRL. Being a black kid in the city, it wasn’t the norm to listen to or watch that kind of stuff, but I didn’t care—I just loved music.
When my friends decided to start making music and heading to the studio, it opened a door I hadn’t even realized was there. The thought of creating my own music was exciting, so I began writing, just in case the opportunity ever came for me to jump into a cipher or drop some lyrics. The thrill of making people react, of seeing their faces light up when I said something clever, hooked me for life. From then on, I poured everything into my music, always striving to get my work out there.
But it wasn’t just about the music. My love for sneakers and fashion became part of my identity, especially when I started performing at independent venues. I stood out from the crowd—not just because of my sound, but because of my look. While everyone else rocked tight hoodies and ball caps, I was decked out in Supreme and Yeezys. I looked like I was already in the industry, even when I was still very much independent. Music and sneakers were my two passions, and they’ve always gone hand in hand.
Can you tell us about a pivotal moment or milestone in your career that significantly impacted your artistic direction?
In my journey through music, there came a pivotal moment that changed everything for me. It might sound cliché, but it all boiled down to sacrifice and seeing an opportunity where others might not. While my love for sneakers was undeniable, I initially found myself investing more in them than in my music. However, that all shifted one day when the Yeezy 2s were released.
I remember this day vividly. I had already paid around $800 for the Yeezy 2s at resale, but someone offered me $1,600 for them. At that moment, I realized that this profit could significantly impact my music career. That extra cash was more than just money—it was an investment in my future. From that day forward, I flipped a switch. I no longer saw sneakers as just a passion; I saw them as a business. My entire sneaker collection became a tool to fund my music endeavors, from paying bills to covering flights, to trading for better opportunities.
This shift in perspective allowed me to use my sneaker collection as a stepping stone into the music industry, turning my passion for sneakers into a business that ultimately fueled my true love—music. Getting into the music industry wasn’t just about talent—it was about creating opportunities wherever I could find them. Reselling sneakers became a key part of that strategy, but for me, it was never about making the highest profit. Unlike some resellers today who might try to overcharge for popular sneakers like Panda Dunks, I focused on building a cool, trustworthy clientele.
I wanted to be the go-to guy for shoes, someone people could rely on to find what they needed. Over time, that’s exactly what happened. My reputation as a reliable reseller grew, and with it, so did my opportunities. By being genuine and fair in my dealings, I was able to leverage my sneaker business to support my music career and open doors that might have otherwise remained closed.
How do you balance your time effectively between all your endeavours?
As I continue to grow in my career, I’ve realized that success isn’t just about the work itself—it’s about everything you do in between. For a long time, I focused on perfecting the work, but I came to understand that true productivity and creativity come from mastering the small things that happen around the work.
It’s about making sure I take care of myself throughout the day—eating properly, spending time with my kids, and ensuring everything gets done by a certain time. It’s about finding the balance between late nights and early mornings, and making those adjustments that allow me to function at my best.
I’ve learned that when I invest in figuring out how to manage all the little things in my life, I create a stronger foundation to think creatively and focus better on the actual work. It might sound like a mind game, but it’s been crucial for me. Whether I’m having a serious conversation with Saucony, negotiating with New Era about caps, discussing partnerships, or dealing with a landlord about a new property, I need to be able to reset, stay calm, and handle everything with a clear mind. There’s a lot coming at me all at once, but by managing the in-between moments, I can keep it all together and stay focused on what matters most.
What has been the biggest challenge in your journey as a footwear designer?
In this journey, I’ve learned that proving yourself is a never-ending process. Every project brings new expectations, and each success only raises the bar higher. Last year, I was focused on convincing people of who I am—trying to explain why I deserved the opportunities I was getting. Questions swirled around me: Who is Jae Tips? Why is Saucony working with him?
But now, the conversation has shifted. The expectation is no longer just about who I am, but whether I can replicate or surpass my previous successes. Will this shoe be as successful as the last? Can I continue to deliver? The questions may change, but the underlying challenge remains the same: you have to keep showing up, being consistent, and validating your work.
There wasn’t a single hurdle that defined my journey. Instead, it was about how each step forward created the opportunity for the next. Every move on the board had to be calculated, with immense attention paid to why I deserved more chances to prove myself. It’s a continuous cycle of showing people why you’re worthy of the opportunities you receive and why you deserve to keep pushing forward.
Where do you draw inspiration from for your designs, and how do you incorporate your personal style into a design?
Dealing with brain fog is something that comes with the territory, but when it comes to finding inspiration, I’ve learned to think beyond the immediate work. It’s not just about the project at hand or designing a shoe—it’s about remembering what got me here in the first place. Just to piggyback off that, I think that remembering what got me here helps me push those limits. When I can appreciate that, it drives me to elevate design expectations and see things differently.
What sets my work apart, especially with Saucony, is my ability to spot potential where others might not. That’s why when you place my Omni next to another Omni, even the average customer might have to do a double take to realize they’re the same shoe. I strive to make people see the same product in a completely new light by pushing the boundaries of design, fabrics, and creativity. This approach isn’t just limited to sneakers; it’s something I apply to everything I do. It’s about constantly challenging myself to innovate and make sure that my work always stands out from the crowd.
Does your background in music influence your approach to sneaker design?
I couldn’t agree more with the idea that social labels tend to keep us in boxes. Whether it’s being labeled as a rapper, an artist, someone’s partner, or a professional in a certain field, these labels can limit how people see us—and even how we see ourselves. But I’ve found that my true connections often lie outside of those boxes.
Recently, I went to a friend’s poetry show, and surprisingly, I felt more at home there than at a rap show. The poets were expressing things I relate to, just in a different form. It made me realize that the boundaries between different creative fields have been blurred for a long time. Fashion, art, and sports have run parallel for so long that people are starting to see reflections of themselves in others across these disciplines.
It’s like looking in a mirror and recognising a shared creative spirit, regardless of the medium. This realisation has made me believe that we need a broader term for what we do—something that encompasses all creatives and artists, rather than confining us to narrow categories. We’re all pushing limits, expressing ourselves in unique ways, and contributing to a larger, more interconnected creative landscape.
What advice would you give to aspiring musicians and designers looking to make their mark in their respective fields?
One piece of advice that has always resonated with me is to fight your fight. It’s easy to get caught up in comparisons—looking at what others have and the opportunities they’re given. While it’s natural to observe and compare, it’s crucial to remember that your fight is your own.
Growing up in New York, I often heard the saying, “This is your plate. This is what you have on your plate. You have to deal with it.” It’s a reminder that you can only achieve greatness by focusing on and completing the tasks at hand. Your unique journey comes with its own set of challenges and opportunities, and the key is to stay committed to your path.
Don’t be overly critical of the results, whether they’re successes or setbacks. Every journey has its ups and downs, and it’s important to stay focused on your own progress rather than getting lost in comparisons. Keep working on what you need to do, finish your breakfast, and keep pushing forward. Your path is yours to carve, and staying true to it, regardless of external noise, is the way to truly succeed.
What legacy do you hope to leave in both the music and sneaker industries?
Recently, someone remarked that Jae Tips went from working at Foot Locker to having his own shoe—a real dream come true for anyone who’s ever worked in retail or handled stock on a sales floor. That’s the kind of impact I want to leave behind. It’s not about the number of followers or external accolades; it’s about the work you put in and the belief that you’re never too small to achieve greatness.
The world moves fast, and it can be overwhelming, but by staying focused and committed, you can make your own dreams a reality. My journey is a testament to that, and I hope it inspires others to chase their own goals with the same determination and belief.
