Brands that Love People: Classified
Classified is reshaping shoe repair into a brand of service, intention and community, proving that even the most traditional trades can put people first.
Your philosophy was what drew us to you. Could you share more on that?
I can’t say I fully understand what my philosophy is because it’s something that constantly evolves. However, one thing remains consistent: my philosophy is shaped by the act of serving. Right now, the word intention drives everything I do. It’s about being deliberate and thoughtful in every action.
How did you get from leather crafting to starting Classified, a brand that’s challenging the transactional nature of shoe repair?
Over the past decade, the knowledge and experiences I’ve gained have only solidified my passion to do good and keep moving forward. That passion naturally led to creating what Classified has become. The intention wasn’t necessarily to challenge or oppose the norm; it was simply to do good. Along the way, I discovered the challenges that come with striving for that ideal.
How has the journey been? Being a start-up, it must definitely not have been easy.
Any pivotal highlights to share?The journey has had its ups and downs, but it’s been undeniably rewarding. Starting something new brings a unique kind of joy—it exposes you to a diverse range of people and experiences, forcing you to adapt and grow. One highlight I’ll never forget is meeting a client who turned out to be an author. I bought his book, and the lessons I learned from it have since become part of the company’s structure. Moments like this make the challenges worthwhile.
Having moved out of your home-based studio to a full-fledged one, what do you hope to achieve with Classified next?
Moving out of my home studio has made Classified more accessible, which is something I’ve always hoped for. When I worked from home, it was harder for people to reach me, and that slowed down the growth of a community around our work. Being in an industry as traditional as this, I’ve realized how essential community is. I hope this new space helps us build that.
What does being a brand that loves people mean to you?
A brand that loves people wants to spread love. What could be more meaningful than that?
How would you measure the impact and success of Classified?
Internally, it’s about how well we’re able to grow and support our team. Externally, it’s about whether we’re staying true to our mission of doing good—even when being good doesn’t always mean being nice.
What’s one thing about Classified you wish more people knew about?
I wish people knew how much we strive to be good. It’s not just about the craft; it’s about living out our values, even when that means making tough decisions.
Some advice for fellow entrepreneurs?
If you haven’t yet found your purpose or inspiration, try this one thing—it’s free: choose to serve others. By serving, you might discover the purpose you’ve been searching for.
