Frank the Butcher Talks Sneaker Design & the Reebok 30th Anniversary Classic Leather

Frank the Butcher (Frank Rivera) recently sat down with Hypebeast for a lengthy discussion regarding his ever-expanding role that saw him transition from streetwear consumer to one of the more recognizable designers in the industry. Noting the utter importance of considering how particular design elements will age over time, Rivera also delves into his initial experience with Reebok and how the Classic Leather harnesses the aforementioned transcendent qualities that have allowed the sneaker to constantly be rediscovered. Touching on an array of topics, Frank the Butcher is open, honest and candid regarding his life and designs. Look for his collaborative Reebok 30th Anniversary Classic Leather — as part of the Certified Network — to release this Saturday, February 16, 2013 at select stockists including Bodega, Burn Rubber, Shoe Gallery and Pickyourshoes.

Can you introduce yourself and what you do?
My name is Frank Rivera, but better known as Frank The Butcher. I am the creative director of Boylston Trading Company out of Boston and owner / founder of BAU.

What’s it like to go from an ardent consumer, to somebody in retail, to finally a designer?
It’s a gratifying feeling to be so passionate about shoes on the consumer side and having a successful transition to the other side of the fence. One thing that I had to realize, which came with time, was that I couldn’t just design things for myself. As collectors we often fantasize about what we would do to shoes if we had the chance. “I’d use this material, this color, I would never do that…” but that is a naïve perspective sometimes. I definitely had a narrow picture before I met and worked with designers at shoe brands. Then one day you find the intersection of reality and passion. Which is a great place to be.

What sort of perspective does this offer you that many may fail to see?
I think the ability to create product that speaks to people outside your circle. At the end of the day the shoe needs to sell. Also, taking under consideration how trends will age. Worst feeling is to put out a shoe no one will wear next year.

Read the whole interview by Alec Banks on Hypebeast.

www.reebok.com