Hear Her Roar!
Jannie Denney, founder and designer of Tigerbear, unleashes about her sustainable-themed start-up and why every woman needs shoes that make her feel like a bad a**. By Greg Dutter JANNIE DENNEY IS a designer, a mother, an environmentalist and a motivational speaker—and not always in that order. She has spent decades designing shoes primarily for the juniors’ market. Stops have included Blowfish Malibu, Rock & Candy, Rocket Dog, Chinese Laundry and design director of Airwalk, then a division of BBC Int’l. In between there was the launch of her own sustainable-design driven label, Tigerbear Republik (2012-2015), which she relaunched, last summer, as Tigerbear. Aesthetically speaking, Denney says Tigerbear is a “big, old ball of crazy” that spans bright colors, fun prints and unexpected twists. “It’s meant to make you smile,” she says. “It’s a labor of love that brings joy—like when you cook with love, you can taste it.” The Tigerbear menu is retro yet current, starting with sustainable materials like recycled plastic uppers and outsoles featuring recycled rubber. “Ecofriendly shoes don’t have to be drab and boring,” Denney says. “They can be fun and exuberant.” Tigerbear’s design ethos, she adds, is “eco-conscious, not ego-conscious.” Examples include Tigerbear flag foxing, rainbow gore on its slip-ons and tigers and bears hardware. “We want to keep customers guessing what we’ll have each season,” she says, noting that sustainable materials are key. “Our goal is to keep pushing the envelope and be the change we wish to see in this world where, one day, all footwear produced is mindful of our beautiful planet.” Denney believes the age of “slow fashion” has arrived. “Customers are informed and want to buy Busy, bright and bold: the Tigerbear recipe. from brands they feel good about,” she says. “Our goal is to make beautiful products that I’m proud of and also resonates with consumers.” On that note, Tigerbear’s Fall ’22 collection continues on a theme of cozy sneakers. Think squishy, soft, plush and puffy fabrics. “We’ve all been at home in our sweats for the past couple of years, but who’s ready to give up being cozy?” Denney offers. “Our sneakers feature fabrics that you find in your favorite, silky PJs. And we’ve added prints for a little glam. We’re all about platforms, satins and prints in bright, bold colors, which are unexpected for fall.” Tigerbear embraces the unconventional, but Denney is confidant in her decades of experience. She knows what her target audience wants. “I know the customer, because I am the customer,” she says. “I’m a trendy, fashion lover who wants good product at a good price. And I love shoes!” Who is the Tigerbear gal? She’s not looking to blend in with the crowd, that’s for sure. She wants quality but also fun. The rules seem to be out the window these days. If you want to wear slippers in the summer or fuzzy sandals in the fall, you can—and you should! It gives me the freedom to make what
feels right at the time, rather than fall back on old rules. It’s very exciting as customers have the power. In what ways might your Thai-Mexican-American background influence your designs? Let’s add growing up in Saudi Arabia to that crazy mix! Surrounded by exotic colors, prints and art from my mixed cultures greatly influenced my design. In addition, as an American growing up in the Middle East, I strove to feel like a “real American,” so I have this obsession for American pop culture and street fashion. When sneakers exploded onto the scene in the ’80s, I fell in love with them. That obsession, I believe, has given me a unique perspective in this industry. Art, fashion and sneakers make me feel alive, and I strive to give that feeling to my customers. Where do you look for design inspiration? As cliché as it may seem, I’m inspired by everything and anything. It can be at a playground with my daughter, or going to the beach or having a gorgeous coffee at a café. Inspiration is found within your mindset. If you allow your mind the freedom to let go, it’ll soak in the creative energy of everything around it. What is the best design advice you’ve ever received? Keep working on a design until you love it, because if you love it, someone else will too. Also, strive to be an original, because no one likes a copycat. Any designers you admire? Tom Ford for his elegance, sex appeal and bringing a new generation to Gucci in the ’90s. He was the first designer on my radar in design school. I also love Vivienne Westwood. Her ageless, unconventional design and punkish bravado is something to exemplify. And my son, Johnnie Denney, designer of Thai Cowboy. Despite launching at the beginning of Covid, he hasn’t given up on his vision to reset street fashion. At 21, he’s designing into that dream. Isn’t that a beautiful thing? What shoe must every woman have in her closet? The shoe that makes her look in the mirror and feel like the bad ass she is. Is that a five-inch stiletto or a tiger-printed sneaker? That’s not for me to say, but if you don’t have a pair of shoes in your closet that make you feel ready to conquer the world, it’s time to go shopping! What is your first shoe memory? Around 6 years old and it’s my white/red swoosh Nike Bruins. I thought I could be the fastest runner in the world with them on! It was my first experience feeling how shoes could transform thoughts of yourself. What do you love most about designing? Designing shoes that my friends and family can wear. There’s nothing more rewarding than seeing my child running around in sneakers that I designed with her in mind.
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