Keen has established a new genre of open-air sneakers with its smash hit "Unique" in recent years, and has gained support from a wide range of people from the outdoor field to town use. What is it about this creative company from Portland that combines innovation and craftsmanship that attracts the hip crowd? Based on interviews at the company's headquarters, we explore the secret to its popularity.
Founded in California in 2003, the company moved to Portland, Oregon in 2006, and has been using this renovated 100-year-old five-story brick warehouse as its headquarters since 2012.
Inside the open space of the office. Old wood is used for the pillars.
Furniture made from reused oil drums and car parts are everywhere.
This office was designed with the goal of "creating a building that embodies the brand. The walls and columns are made of old wood, and furniture made of recycled automotive scrap wood is scattered throughout the building.
In fact, the company succeeded in reducing the amount of waste generated by a relocation of this scale from nearly 24 tons to the equivalent of one container. The result is an office that is comfortable, cozy, and environmentally friendly.
The private room, used for private phone calls, etc., is constructed of old wood.
The road in front of the company's headquarters was blocked off to host KEENFEST, Keen's original festival. Keen staff from all over the world, their families, retailers, and friends and acquaintances who work in the neighborhood were invited to this event.
A stage was set up at the entrance of the office, and in addition to live music by a local band from Portland, food and drinks were served and sold, as well as unique impromptu sales, free event-specific T-shirts, caps, and badges, and other freebies.
The world's smallest shoe factory, "Uniquebot," the size of two tatami mats, was set up in the exhibition hall. Visitors were able to create their own "uniques" on the spot, in the color scheme of their choice.
Keane's open and comfortable space and presentation, which puts not only visitors in a good mood but also the security staff in a good mood, is unique to Keane. This open mindedness and spirit of hospitality is one of the reasons why Keane has so many fans.
This event was recently held in Tokyo as well. Keane's hospitality is being passed on across the seas.
Keen's craftsmanship is supported by its own factory, which was built in Portland in 2010. The factory is located near Keen's headquarters and produces collections such as "American Built" and "Rialto.
What is surprising about this factory, which employs probiotic technology, is the absence of the stench characteristic of shoe factories. Keen's products are made in a healthy work environment, based on inherited American craftsmanship, while ensuring transparency in the manufacturing process.
Conor Furst, the third son of the founder, is in charge of durability testing.
Sometimes called the "Jobs of the Footwear Industry," Rory Furst, Jr.
The company also has an innovation lab in one corner of its factory where the designer Laurie Furst Jr. works, the father of "Unique". Innovative ideas generated here can be sampled immediately at the company's own factory, enabling faster development of new products.
When the Sumatra earthquake struck in 2004, Keen decided to donate its entire marketing budget of $1 million to disaster relief efforts, and participated in relief efforts. This exceptionally wise decision, made just one year after the brand's establishment, defined the brand's philosophy.
Since then, under the name of "Keen Effect," the company has been engaged in activities to give back to society, support civic activities, and reduce environmental impact, donating approximately 1.88 billion yen to non-profit organizations around the world as of May 2018. Many companies nowadays put a lot of effort into CSR activities, but the characteristic of "Keen" is that it is only opening its doors to such activities in a pop-up way.
One of the most impressive features is the phone booth in the office. Inside the phone booth is a phone book that lists the activities of non-profit organizations with which Keane is involved, their contact information, and even what to say when you call.
In other words, this one phone booth completes the complicated process of getting customers interested and taking action. Moreover, this phone booth is movable. By installing them at various event venues, they also serve as an opportunity for many people to learn about environmental conservation.
Finally, I would like to include a comment from Chris Enloe, the person in charge of CSR activities.
Environmental protection and disaster relief are very sensitive issues. That's why we try to create projects that not only raise awareness of these issues, but also encourage our clients to become actively involved.
Of course, you may think that this will not lead to immediate sales. Even so, we do this kind of activity not only to increase the number of customers who buy our products, but also to increase the number of fans of the Keane brand. We believe that this will leave a lasting impression on more people and lead to sustainable development of the brand.
In addition, emergency relief activities for the disasters caused by the torrential rains in western Japan were also quickly launched. For more information, please visitBlog herefor more information.
Phone: 03-6416-4808
keenfootwear.com
