Plaids, plimsoles and passion.

An interview with Pointer Footwear's sneaker designer, Rose Choules.
(Some portions reprinted from my article in Sneaker Freaker 7.)

by Lori Lobenstine

Well, we do get some complaints from the world sneaker-fiend community that FSF is way too States-centric. Point taken. Here's a counter-point, or Pointer, as it were. Over the last year I've been talking on and off with Rose Choules, the tremendously creative mind behind the Pointer Footwear sneakers over in London. U.S. fiends, read it and weep, we can't even get them over here yet...

What sparked your interest in sneakers? How old were you?

I was 13, and chilling out after school. I was wearing my brand new forest green Puma Clydes, and this girl Rachel came up to me and said “hey, I like your trainers”, (which led to us being best friends all through school). I thought “yeah...they are nice trainers”, so I sat down and drew them. As I drew all the time anyway, it was just a new thing to draw.

Are you a sneaker fiend?

I'm not a consumer or collector of the latest sneakers on sale every season, I've started collecting vintage plimsoles, so maybe I'm a plimsole fiend. I don't know what it is, that no-one else will be wearing them, or just that sometimes there's only 1 pair and they're in my size!?? It's addictive once you start anyway, the more you like, the more you hunt, the more you hunt the more you see, then you're a goner.

But I can make [sneakers] by hand, design and produce them, so if that counts as a sneaker fiend then yes! My aim is to one day build up a really good female line that is designed and produced by women - no offense to men but how do they know what we want? It's just I can make my own shoes so I'll decide...

How long have you been designing sneakers?

As a full time job, almost two years–-not very long!

What sneaker design are you most happy with?

It would have to be the ‘Growler’ that I designed with Mat Fowler and Hannah Draper (playarea), because it’s great producing ideas with people who are on the same wavelength. It feels like there’s a real culmination of our styles on that shoe.

What part of the sneaker design process do you like the most?

Sketching – always, because that’s what I love to do primarily, but it’s great when I’ve spent time thinking and sketching ideas, and suddenly I’ll draw something which I know I can develop, and I know I’m going to be pleased with the final shoe – it’s a weird feeling, like you’ve jumped the first hurdle.

What do you think is the biggest challenge in being a woman sneaker designer?

Ha ha…yeah it’s a challenge in a way. Most people buying Pointers probably don’t know it’s me (a girl) designing them. I think people would assume it’s male driven – like most brands (although I work with a man who runs the company). But to be honest – I find it more challenging that I’m 23 and doing the job I do. I get a bit nervous when buyers come into the office, and it’s not that I’m a girl – it’s that they are sometimes double my age…

What are the benefits?

When I tell people what I do, they seem really shocked because I’m a girl, and I secretly get off on that, but the main benefit is wearing my own shoes, it feels amazing! It means I can avoid spending my hard earned cash on... pink or lavender (you choose) shoes, that wind me up something chronic. It basically comes down to following through with producing something you want to wear. That’s the benefit – also hopefully attracting more girls to do the same if they don’t like what is on offer for them to buy right now.

What advice would you give a female who wanted to learn to design and/or produce sneakers?

You have to know every job along the line and how things will be done – it’s a basic principle I suppose. If you can do/know every job, it will make you a more conscientious designer. Knowledge of the craft in other words! Being a female just means you’ll find this all easier...ha ha. I’d also say just do exactly what you want – don’t feel pressured by the fact that the industry is male orientated – it will just make you come up with fresher designs, and you could make a real difference to the market. Don’t hide the fact you’re a female designing, that is what will make you stand out, and it’s worth being confident about it if you’re passionate about it.

What is yr favorite sneaker design of all time? What do you like about it?

It’s the Nike Blazer- it may seem like an obvious choice, but I’ve seen a lot of shoes, and still I have a fondness for the old blazer. I love the simple design, and some of the new releases/collabs have been really nice and worthy of the shoe. It’s just a great shoe; it hasn’t tired yet.

What’s the next thing you foresee in sneakers?

I foresee people taking matters into their own hands - people love working on collabs because they have influence on the final product which they can be proud of. It’s a whole different thing to buying existing shoes in the shops. Like NikeID – people want a hand in choosing their own colourways too. More independent companies are evolving because of this and hopefully from that we’ll get a more diverse market – especially for females.

What is your dream for the future of your work with sneakers?

To help raise girls’ footwear up to the standard of men’s. To bring more to the market than another million colourways, and dunk/AF1 rip-offs.

What else do you want female sneaker fiends to know?

Don’t be afraid to say if you think something’s shit – there seems to be a widespread epidemic of ‘the emperor’s new clothes.’ Just buy what you’re into, and what makes you feel good – and if that doesn’t exist then help us produce it!! We are half the population, and that needs to be represented.

For more information on Pointer Footwear, go to: www.pointerfootwear.com

Or contact Rose directly at:

pointer.rose@mailbox.co.uk

So there it is. Keep your eyes out for more articles on up and coming sneaker designers from all over the globe...and don't sleep on the Pointer puppies! =)