Scene & Heard

PLC Founder Dr. D’Wayne Edwards Savors a Very Good Year

FROM THE OPENING of the Pensole Lewis College of Business & Design (PLC) to the in-person return of Black Footwear Forum (BFF), 2022 was a very good year for Dr. D’Wayne Edwards, PLC founder and host of the BFF. Both in Detroit, PLC welcomed its inaugural class of 31 aspiring design students in early May, while the BFF, in partnership with the FDRA, saw more than 500 industry leaders and aspiring professionals meet over three days in mid-September at the school for networking and community outreach events. Edwards’ year was also highlighted by the soft opening, in partnership with Designer Brands, of the first black-owned U.S. footwear factory, JEMS by Pensole, that will soon feature designs by PLC students sold at DSW stores.

Looking back on a busy and successful year, Edwards sums it up in a word: humbling. “I never dreamed this big before,” the renowned former Nike designer says, adding that the support of his team and supporters made it all possible. “What we’re trying to achieve has a much bigger purpose and impact that will last beyond our time here on Earth.”

Edwards recalls many highlights throughout 2022, but the biggest was the reopening of PLC, Michigan’s first and only Historically Black College or University (HBCU) and only such institution focused on design. “Detroit and the footwear industry have supported us both financially and emotionally,” he says. “It’s one thing to have a vision, but when people run with that and make it bigger than what you originally envisioned is a whole other level.” Edwards believes PLC and BFF will only get bigger and better in the years ahead.

Like, for example, BFF again holding its event at PLC’s new Detroit digs. Edwards says the industry members who saw what PLC is doing served as an aha moment. “It really clicked for a lot of attendees, especially those who’ve known us since our Pensole Design School days in Portland,” he says. “To see the difference in what we’re doing now in Detroit was huge. Layer on that the fellowship and togetherness that BFF has always brought, and that brought everything to next level status.”

A BFF highlight was the downtown pop-up lounge created in partnership with sneaker reseller, StockX. Designed to showcase PLC to the community, the space featured a Kicks magazine tribute to Black designers whose shoes have graced its covers the past 25 years. In addition, Champion powered an art showcase and panel discussion with Detroit artists, and BFF hosted “Kids Are Ready for Design” that saw 200-plus middle schoolers attend a panel discussion led by award-winning designer, entrepreneur and educator, Jason Mayden. “These kids have seen the shoes these designers have created, but probably never knew that the people looked like them,” Edwards says.

This year’s BFF was titled “Homecoming,” which played on PLC’s campus setting that enabled attendees to reconnect, celebrate, educate, inspire and recognize Black creatives working in the industry. It kicked off with a conversation with Terrence Floyd, brother of George Floyd, who was murdered by a Minneapolis police officer exactly 845 days prior. Edwards believes that set the tone for BFF. “I explained to Terrence that his brother didn’t die in vain,” he says. “That the majority of the audience would have never been in or would have taken them a whole lot longer to be in the industry thanks to the $50 billion in corporate pledges made since. We wanted to make sure that he understood that his family has impacted an entire industry that will always remember that.” On that note, Edwards is moving full steam ahead on PLC and BFF plans for 2023 and beyond. There will be more PLC classes sponsored by leading brands and the BFF next summer (date TBD) will feature an in-depth slate, including professional development services; more activations for women, high school and college students; and a possible CEO summit. “BFF has an opportunity to really grow beyond a forum and have a generational impact on kids trying to get into the industry as well as help elevate those who are already in it,” Edwards says. With regards to PLC, Edwards sees the school as on the cutting edge of design education. Rather than the traditional—and quite expensive—four-year college route, he believes PLC’s approach is more affordable and in line with what many corporations are seeking today. “We’re creating new educational methods that give students the exact knowledge they need to be employable,” he explains, noting the focus is on credential programs co-created and certified Terrence Floyd, brother of George Floyd, and Dr. Dwayne Edwards (right) by industry companies. “Having, opened the recent Black Footwear Forum in Detroit. for example, certified credentials from Nike versus a four-year degree from some college is more attractive to employers.” Edwards adds, “We consider PLC to be the industry’s college.” Taking stock on 2022, Edwards says there were plenty of challenges but most were overcome. Regardless, he refused to get bogged down by dwelling on the negatives. “Things didn’t always go as planned, but I used that as motivation to keep moving forward,” Edwards says, noting that education is a “show me” industry. “PLC is my ultimate design assignment: Taking all these ideas in my head and building a team to bring it to life. We came a long way in 2022.” In fact, Edwards’ goal back in 2011, when he left his design career behind to pursue education full-time, was for people to “forget I ever designed shoes.” Mission being accomplished, as he is receiving far greater recognition for his educational efforts and accomplishments. “It means I’m doing something way more important in this chapter of my life than I did in my first chapter,” Edwards says.

IR Show Readying to Set Sail in Mid-January

WHEN IN SAN DIEGO…enjoy the SoCal city’s beautiful weather, especially in mid-January when much of the nation is shivering. That ace up the IR Show’s sleeve will be even stronger as the event (Jan. 17-19) moves to new digs inside the San Diego Convention Center. The

Sails Pavilion is a glass-enclosed space with high ceilings that leads out to a waterfront terrace that will host the Mix ’N Mingle cocktail party on opening night.

It’s all about providing a great experience, says Show Director

Gary Hauss. Do that well and people will come, he believes. “People like having fun!” Hauss says. “San Diego is a great entertainment destination—it offers ease and affordability of travel, incredible weather and nearby hotel and restaurants. And while our event space is large, it’s set up in a way that feels cozy and is easy to navigate.”

With two shows under his belt, Hauss feels IR is already a strong

West Coast show. That growth is even more impressive taking into consideration when it debuted. “We opened in the middle of the

Omicron outbreak, complete with Covid officers and an onsite nurse,”

Hauss says. “So, our growth has been great. There’s been a lot of positive word of mouth—many new brands have heard about us from reps or retailers who’ve told them that they have to be at the IR Show.” It remains a growth in progress. “To become a long-term success, we need to stay grounded and focus on providing great customer service for vendors and retailers, and keep the show relevant, interesting and, of course, fun,” he says.

Hauss says attendees can expect educational seminars, networking opportunities and lots of free snacks (think popcorn, soft pretzels and warm cookies). Opening night will feature Conversation Over Cocktails with the leadership teams of Larry, Matt and Evan Schwartz of Aetrex and Justin Kehrwald and Kim McKeown of Tradehome Shoes, the 130 store-plus Midwest chain. Day two will kick off with a marketing seminar sponsored by USRA and Omni. “We’re upping our educational events to make sure they are entertaining, educational and experiential,” he says. Hauss says buyers can expect more exhibitors, representing a broader market breadth. “We’ve added more fashion and men’s brands, The IR Show‘s adjacent terrace, where it’s and we’ve also added a kids’ always sunny in San Diego. section,” he says. As for buyer attendance, Hauss is expecting to exceed the amount seen at the February show that saw retailers from 23 states and a few countries.

Hauss expects continued growth for IR in the years ahead, so long as it adheres to its mission to bring the industry together twice annually.

It’s economically imperative for vendors to see many accounts in one place, and retailers need to see their staples as well as new brands, he says. “The IR Show is a place where old friends can meet and new ones can connect,” Hauss says. “It’s a place where people will look forward to signing up for the next show, which is July 28-30, 2023.”

Rack Room Shoes Supports Veterans

HOME IS WHERE these heroes live. Rack Room Shoes, celebrating its 100th anniversary this year, is continuing its long partnership with Military Makeover with Montel, the Lifetime Network home improvement series that performs home makeovers for disabled veterans. The latest hero to receive a makeover is Jonathan Thomas, his wife, Natasha, and their four children.

While the show’s national brand partners renovated the Thomas’ home, upgrading its HVAC system and installing new cabinets, electronics and furniture, the Charlotte, NC-based Rack Room Shoes chain hosted the family for a once-in-a-lifetime shopping spree at its Indian Land, SC, store.

“We truly value the sacrifice and service of our veterans,” states Mark Lardie, CEO of Rack Room Shoes. “It is an honor to recognize the Thomas family through our partnership with Military Makeover. I was pleased to meet the Thomas family and was touched they enjoyed their shopping trip to Rack Room Shoes.”

“We have enjoyed working with Rack Room Shoes on Military Makeover, now for the fourth time,” says Scott Moss, EVP of programming/president, BrandStar Entertainment and creators of the series. “They are a wonderful company dedicated to improving our community, and there’s no doubt the Thomas family will think of them every time they walk out the door.”

Thomas enlisted in the Army National Guard in 2001. In 2008, after being deployed twice to Iraq and Afghanistan, he was blown out of a guard tower by a suicide bomber. His actions resulted in saving the entire unit’s lives by taking the blast full force, which left him with a severe spinal injury and peripheral damage in his right eye. Thomas received two Purple Hearts for his acts of valor and for the injuries he sustained. He was also awarded a Bronze Star for heroism and the lives he saved that day. In 2012, Thomas became an instructor at Fort Benning, GA. His 16-year military career ended after he was diagnosed with cancer. However, he continues to move forward in life and still feels a calling to help others.

The show runs in syndication on the American Forces TV Network, and is available 24 hours a day on miltarymakeover.tv.