Greats

Overview

Greats is a direct-to-consumer sneaker brand founded in 2014 that emerged during the minimalist leather sneaker trend as an alternative to premium brands like Common Projects. The company specializes in classically-inspired, minimalist leather sneakers for men and women, positioning itself as offering high-quality materials and European design at more accessible price points. Originally known for Italian manufacturing and full-grain leather construction, Greats built a strong community through word-of-mouth marketing and customer engagement, achieving 300% growth in its first year and establishing itself as a model for DTC footwear brands.

History

Greats was founded in 2014 in Brooklyn by Ryan Babenzien and John Buschemi, combining minimalist European style with American 1980s streetwear aesthetics. The brand initially produced sneakers in Italy using high-quality materials including full-grain leather and Margom outsoles, establishing itself as one of the first vertical DTC sneaker brands. In 2019, the public company Steve Madden acquired Greats and integrated it into their larger shoe-making operations. Following the acquisition, production methods and material sourcing changed, with manufacturing shifting away from Italy and the introduction of in-house rubber soles replacing the original Margom outsoles.

Product Lines

Manufacturing

Greats originally manufactured all products in Italy using Italian leather and Margom outsoles. Post-acquisition by Steve Madden in 2019, production methods changed significantly, with the brand shifting away from Italian manufacturing and switching to in-house natural rubber soles stitched in traditional minimalist construction. Current manufacturing details are not fully specified in available sources.

Notable Products

• Royale White - Signature minimalist white leather low-top sneaker with full-grain leather and classic 1980s styling
• Royale Leather Sneaker - Core minimalist leather sneaker available in multiple colorways including brown, grey, and black
• High-Top Leather Sneaker - Minimalist high-top version of the Royale silhouette in leather construction

Reputation

Greats earned strong reputation as a pioneer in the DTC sneaker space, particularly during the 2016-2020 minimalist sneaker boom, for offering quality comparable to premium brands at lower prices. The brand developed a loyal customer base with a 50% repeat purchase rate and 60% of online sales from customers engaging with user-generated content, reflecting genuine product enthusiasm. However, post-acquisition quality has declined noticeably, with reviewers noting deterioration in leather quality, loss of Italian manufacturing, and replacement of Margom soles with generic rubber alternatives. The brand remains recognized for design aesthetic and comfort but has lost some credibility among enthusiasts who valued its original Italian craftsmanship and material specifications.