Q&A: Inside the Culture By Design Sneaker & Streetwear Summit

This is the first sneaker and streetwear summit Milwaukee film has hosted. What inspired the idea and what can people expect?

Izzy Lugo: Milwaukee Film approached me with this idea of doing a buy/sell/trade sneaker event. That’s been done. I’ve been in the sneaker industry for a minute now, and I thought they could do something a little bit different. I pitched this idea of taking a buy/sell/trade event and amplifying underrepresented voices within the industry through panels and discussions, and then inviting brands out to activate on site. Then we ran with it.

We’re bringing in big designers from around the country to come in for panels. Major brands like the Brewers, the Bucks, Marquette basketball are going to be on-site. It’s going to be something like we’ve never seen locally.  

Shake James: I was brought in during the infancy stages of the event. When Izzy asked me, I was like, “Yeah, it’s a no brainer.” I’m all about Milwaukee. I’m all about lifting up the city. I think Milwaukee’s a dope place, and we need to start highlighting more positive things. For Milwaukee Film to have this vision is huge for the city, and [Culture By Design] is just adding on to it.

What are some things you’re most excited for at the event?

IL: I’m really excited about all the designers and panelists coming out. We’re putting people on to brands that are in Milwaukee that people don’t really know about here. One brand that’s going to be on site is called Lost Files – the founder’s Estevan Longoria. He has this cult following on the east and west coast, but he’s not that known in Milwaukee. We’re bringing in an artist by the name of MAWdoods, who does sneaker box art. And we’re putting on a sneaker art competition where the audience determines the winner.

SJ: There are a lot of heavy hitters coming to town. The Brewers are doing an activation where kids can customize sneakers – that’s going to be incredible. I’m interested to hear Beija Velez talk – she’s a multifaceted creative. I’m also definitely excited to hear Ticara Devone, [a content creator], speak.

IL: I’d be remiss if I didn’t say anything about our keynote, Alexander-John. He was the creative director of LA Gear. He’s made sneakers for Jay-Z and Beyonce. He recently came out with a sneaker that has an RFID tag – if you hold your phone up to it, it creates a custom mixtape to your preferences. I’m very excited for that.

Our two other panels are The Creative Economy and Cultural Entrepreneurship. We also have four “Sofa Sessions” with designers and creatives. We’re bringing together Tara Carsner – she’s worked with Nike and Puma. We’re flying in Beija Velez, and we have Simran Kaleka coming up. She owns a really big platform called Made for the W. Jamiersen Green is talking – he’s a host for Nike.

There’s obviously plenty for sneakerheads to enjoy. What about folks who aren’t into streetwear?

IL: One thing I really want to highlight is that it’s going to be great for kids. I think, as people from the Midwest, one of the things we struggle with is this idea that creativity doesn’t make money. We want to highlight that there is money in the creative economy. Kids are going to learn about entrepreneurship and creativity. There’s going to be activities for kids to design hats and sneakers, too. For parents who might not be into sneakers, it’s still a great opportunity for your kids. I really want parents to walk away knowing that they don’t have to steer their kids away from being artists.

SJ: It’s really important for the city of Milwaukee to have an event like this. In the past, we were kind of Chicago’s little brother, but I think for the past six years or so, we’ve really outgrown that and we’re forging our own path. This event’s going to be big. I really hope this is a catalyst – in five or 10 years, I want to be remembering how this was our first one.

Tickets for the event are available on Milwaukee Film’s website.