Sí Trends

On a desolate block in Queens, NY the owners of Kicks Inc. and Kickzstore.com joined forces to form a secret society. Not a Skull and Bones offshoot but Secret Society NYC, a small sneaker boutique in the heart of Elmhurst in Queens. They pride themselves on their selection of exclusive kicks and competitive prices. Merging in 2005, the bringing together of an established store (Kicks Inc.) and a successful website (Kickzstore.com) has proven to be a lucrative business decision by its owners: James Piña, Jorrel Espinal, Chris Espinal, Dee Finno, and Eddie Mendoza. Secret Society is a lifestyle company with a thriving storefront, an equally successful online store, a clothing label, and party promotions. Sí Trends caught up with Piña to pick his brain about the ins and outs of the sneaker industry. So pay attention, there's lots to learn.

Sí Trends: What made you want to get into the sneaker business?"
James Piña: I have always wanted to be my own boss. I tried a lot of get rich quick schemes but didn't have a passion for anything I was doing. I used to always cop two pairs exclusives so I could at least get my pair for free since I would [sell] the other pair on eBay. Let it be known I was one of the original cats to be doing that, not like these new jacks. After seeing the profitability I was like, "What if I did this on a larger scale?" My main concern was being fresh, so I decided to team-up with my partner and start this movement. My uncle, who is a very successful entrepreneur, told me in order for your product to be successful you need to be one to buy it. So I took his example.

Sí Trends: When did you start Kickzstore.com? What were some of the struggles in starting up your own web store?
JP: Kickzstore started operations in November of 2002, gathering all the info and buying the stuff I needed at the prices I needed in order to turn a profit. Not everyone is willing to help you out so we had to build our rep. Building a rep is important too because the sneakerheads are some of the most unsure buyers. With so man fakes out there you know you have to have a reputation of being legit. I think we have overcome all those hurdles very well.

Sí Trends: Why add a store to an already thriving e-commerce site?
JP: My hood needed this. Everyone one runs to SoHo or [Manhattan] in general to cop "exclusives," so we needed this in Queens. I thought so at least, so we basically expanded our operation in my garage. Then we needed a larger spot and at the same time why not make extra money with a show room and sell tees as well. Some people rather come and see the kicks for themselves.

Sí Trends: How do you compare a retail store to e-commerce? What are the pros and cons of both?
JP: Well, we have both so I see it at about the same. I feel they help each other because when the site isn't doing well the store is and vice versa. The web is the dopest because you have anybody from anywhere at all times purchasing because it's never closed. I can be in the club popping bottles all while making money to support my habits [laughs]. The pros of the store are the people that come in. We actually enjoy our customers. We give them a good feel. We aren't like these stores that are mad snotty to their customers and annoyed by them. We treat everyone the same. You don't know how many endless hook-ups I‘ve gotten just from talking to customers. The store is more on a personal level while the website is about emails and very straight up. As far as cons I can't say there are many. I actually enjoy being at the store and meeting new people and even doing the orders.

Sí Trends: Where do you see the future of your business?"
JP: I see us as the new generations of Foot Lockers, mom and pops shops, etc. We bring a different level to it. I think I can bring Secret Society to a level of a franchise and have one in every major city. We can still keep it real and be commercial at the same time. Hey, at the end of the day I am a business man. I'm in it for the money just like any clothing brand that you may think sold out ‘cause now you see them in the mall. At the end of the day it's about making paper and keeping it real; staying underground won't do that for you. The day a major corporation comes through to buy us out I will give it to them on a silver platter; as long as the price is right [laughs].