Sung Choi, founder of Clae sneakers, returns to the brand’s creative direction

It’s a long love affair between Sung Choi and the Clae brand. After founding the Clae sneaker brand in 2001 and leaving in 2017, Choi returns as its new creative director.

“It was the perfect time to return to the brand,” said Choi. “The sneaker market has changed considerably since I left. I believe we are experiencing heavy fatigue from unwearable, hyped-up sneakers that seem to cater only to the ultra-frenzied ‘sneakerheads’. Clae is here to address the growing need for more understated, well-designed, and versatile premium footwear for all walks of life.”
 
Originally from New York, then based in Los Angeles, Choi began his career with DC Shoes and Lakai Footwear before creating Clae. An expert in the world of sneakers, he went on to work with Studio Southpaw, collaborating with brands such as K-Swiss, Huf Worldwide and DC Shoes, as well as DKNY, Supreme and Stussy. Since 2020, he has also been creative director for the Sergio Tacchini brand. 

“Sung Choi is truly one of a kind,” comments Jim Bartholet, CEO of Clae. “He knows how to translate ideas and concepts into products and stories that resonate on a global scale with a style all his own. We’re delighted to welcome Sung back to the Clae family and look forward to the evolution of the brand and products.”
 
“Now, my goal is to establish Clae as a leader in the lifestyle footwear category, once again by innovating in design and materials, by inventing well-thought designs and focus more on sustainable, “eco-friendly” for everyone’s varied lifestyle”, added Choi.

“Sustainability is becoming a major concern for many consumers. We have made strides to address those issues by introducing eco-materials and manufacturing processes, and we will continue to walk on that path.”
 

Last year, the Clae brand made a name for itself by revealing its first Los Angeles-assembled model, called the Louie sneaker, at the KX Lab, Los Angeles’ first technologically advanced knitwear manufacturing facility. The brand also launched several plant-based sneakers, made from cactus and apple fibers. 
 
Alongside his appointment as the new creative director, Choi also announced the launch of an upcoming collaboration with bike brand Linus Bikes.

“We’re in the process of completing a project with them to encourage greener means of transport, and we’re also working on a running shoe with Vibram for the upcoming fall/winter 2024 season. We still have a few surprises that will be unveiled later in the year,” concluded Choi.