Greats
Steve Madden (acquired by 2019, per Hypebeast) · United States
Greats is a US sneaker brand known for minimalist leather trainers sold direct to consumers. Hypebeast reported in 2019 that Steve Madden had acquired it. It matters as an early example of a premium digital native footwear label.
| Founded | 2012 |
|---|---|
| Founders | Jon Buscemi and Ryan Babenzien |
| Owner | Steve Madden (reported 2019) |
| Segment | Digital-native and DTC brands |
| Core product | White leather sneakers |
| Website | greats.com |
What is Greats?
Greats is a footwear brand focused on white leather sneakers. Its website headline is "Premium Leather & Iconic White Sneakers" and its tagline is "Premium materials. Timeless design. Everyday comfort." The core lines named on the site are Reign, Royale and Royale 2.0, offered in sizes 7 to 16.
History
According to Hypebeast, Greats was founded in 2012 by Jon Buscemi and Ryan Babenzien. It began selling direct to consumers at value prices and later collaborated with menswear figure Nick Wooster.
Materials
The website lists leather, suede, vegan leather and Polartec Power Shield Pro among its materials, and promotes a community hashtag, #BEGREAT.
Ownership
A 2019 Hypebeast headline reads "Steve Madden Acquires Minimalist Sneaker Brand Greats". No later change of ownership was verified for this profile, and the sources do not state a headquarters.
Why it matters
Greats is a reference case for how a single product category, executed with consistent design, supported a direct to consumer brand and then attracted a larger footwear group.
Frequently asked questions
Who owns Greats?
Hypebeast reported in 2019 that Steve Madden had acquired Greats. A later change of ownership was not verified.
Who founded Greats?
Greats was founded in 2012 by Jon Buscemi and Ryan Babenzien, according to Hypebeast.