Twenty-five-year-old Joshua Christian Lawrence always knew that he would become an entrepreneur because he "never wanted to work for anybody." But designing and launching his very own sneaker-line wasn't the business he dreamed of-that is, until three years ago, when he launched his signature sneaker brand, Christian Lawrence. With its smart colours and unique designs, the footwear, catering to both men and women, has been selling like hot hops, at home and in the US.
In a recent interview outside his De Verteuil Street, Ariapita Avenue store, Lawrence told the T&T Guardian that his foray into the sneaker industry was birthed when he was unable to get a pair of rare JB Classics he always wanted. "I bought a ticket to the US just to get them because they were only making 240 pairs. "I got to the store five hours before it opened and they only let in ten people, including myself. "The first three people who got to the register bought out all! I was so devastated that I offered to pay US $1,000 for one pair, but they refused," he said. Lawrence said he made up his mind, then and there, to design and sell his own sneakers.
The rest, as they say, is history. The Diego Martin resident returned to Trinidad heart-broken but determined to put his plan into action. After taking some time to find "a trustworthy manufacturer," Lawrence, with the help of a little technology, and a lot of artistic talent, began to bring his designs to life. He then utilised the popular social networking site, Facebook, to garner feedback from family and friends. "I got good reviews," he said. "But there were certain things they suggested I adjust." Taking their advice, the budding businessman reviewed his designs and made minor alterations. This time around, he got it right. However, he was faced with a major challenge-no one believed that the sneakers were the brainchild of someone local.
"People were saying that I was rebranding other sneakers or that the designs weren't mine." Ignoring the criticism, however, Lawrence worked harder, adding even more sneakers to his collection. Soon, he won over the sceptics and orders quickly began coming in. "And the sales just took off! It's been going really good so far," he said. Lawrence's footwear, which was featured in the Nicki Minaj pre-concert fashion show, in October, is also gaining popularity in the US, having made its way onto the shelves of a few New-York based stores, such as Supernova Boutique and Jimmy Jazz. "They really loved the idea that I was from the Caribbean. They said they never heard of a Caribbean sneaker line before, so that was the big pitch for them.
"All of the sneakers I sent have already sold out and they say they're just waiting for me to send more." Locally, interested people can get their pair of Christian Lawrence sneakers at Shop number three, De Verteuil Street, Ariapita Avenue. Lawrence, who also does deliveries, said his sneakers ranged from $250 - $630 for men, and $450-$630 for women. Even with his recent successes, Lawrence is not yet satisfied. Hoping to design sneakers for some of the nation's top athletes, he also plans to launch his own slipper and clothing lines in the near future. "My brain is always ticking. My family gets angry with me because I wake them up all hours in the morning to tell them about my designs. Sometimes I come up with about 15 in one night," he asserted, laughing.
"Two years from now, I should be in stores world-wide, on every celebrity...Everybody should have a pair." Nearing the end of the interview, we were interrupted by a group of men who clearly wanted a closer look at the sneakers laid out on the table. "Aye, where alyuh get dem sneakers from?" one asked. "They rel bad jed!" Another concurred: "Yuh see dat ladies one right there. I could see my gyal in that!" Well, perhaps, Lawrence's dream of having his sneakers on "everybody's feet" may be closer to reality that he thinks.
