What’s your name and profession?

Tull Price, Founder and Creative Director of FEIT.

What made you want to get into the fashion industry?　

My first entry into the business was via the rave scene in the early 90’s. I then turned that cash into a streetwear label, which eventually became a fashion athletic footwear brand called Royal.

How has your professional/career path evolved?

Eight years later Royal was sold to a US public company and I was feeling disenfranchised and unhappy. I was seeing the effects of the compromises required to drive growth and survival, especially subsequent to its sale to a public entity. FEIT was a reaction: a desire to return to product and to create something special, unique and uncompromised.

I began by looking backward to look forward and started learning about traditional shoemaking. I spent a lot of time in Europe visiting makers and tanneries, learning about how they make vegetable-tanned leathers versus chrome or synthetic leathers. That all fed into the idea behind FEIT: a company where we make everything by hand, from natural materials, in small numbers.

What inspires you year after year to continue to make new and different designs?

Always trying to advance my craft and techniques from the season before and moving with the socioeconomic time and spirit.

How do you innovate in one of the oldest industries in the world – garments and clothing?

Close attention to detail. Always refining. Not getting caught up in the hype, trends and fast fashion, but following in our own linear development.

What are the core tenets of your brand?

FEIT products are designed to root the individual on firm ground; armed with the knowledge that solid foundations can only be built through discipline, structure and consistency. These are the principles that FEIT was founded on.

Having created the category of single malt scotch whisky, Glenfiddich has had the confidence to occasionally do things differently. What rules did you have to master before you broke them?

I came from the athletic industry where the focus was on mass producing and the bottom line. I had to go back and study traditional footwear making and then combine it with my past experiences to create a traditionally handmade shoe with athletic styling that is true to my roots.

Glenfiddich 21 is indeed aged for 21 years, including spending time in rum casks custom made for the express purpose of aging the scotch. What do heritage and attention to detail mean to you?

Tradition is important as I grew up in a very traditional family. Strong roots create a strong foundation.

Solid foundations can only be built through discipline, structure and consistency and I strive to apply these principles to everything I do, including FEIT.

Where do you see yourself in 21 years?

Older, wiser and hoping my kids are happy.