Brand Spotlight: Twisted X

We spoke to CEO of Twisted X, Prasad Reddy, about the brand’s foundations and the future of footwear in our latest Brand Spotlight.Tell us about the brand and who you make products for.
Twisted X stands for comfort and durability. These are the foundation and mandatory for all of our products. In 2005, we made Western boots for those that live the Western lifestyle. In 2010 we came to market with the ‘Original’ Driving Moc and revolutionized Western. Since that time, we have significantly expanded our offering and now offer a diverse range of products for men, women, kids and infants across casual, outdoor, work, and Western footwear categories. Twisted X has no age profile, because it is more about the lifestyle our customers live. We cater to everyone including men, women, children and even infants—families of all kinds.

What is your brand philosophy?
We pride ourselves on creating high-quality products that our customers love, but we are known for our comfort. Our cutting-edge comfort technologies and environmentally friendly mindset set us apart in the industry, allowing us to constantly create new and innovative products. [Regarding - quality/value]: Twisted X represents a quality and good value product that lasts. [Regarding sustainability]: What we have found is that most consumers are focused more on the product and style than the reputation of the brand. However, some consumers (especially the younger ones) have stronger beliefs and gravitate toward brands that are doing good for the planet. Having the option of purchasing from a company that produces great footwear while integrating sustainable materials and practices that support the environment is very appealing to these consumers. [Regarding sustainability and the Western Customer]: Those that lead a Western lifestyle have a love of the land. They live and/or work on the land and are drawn to brands that align with values of caring for that land and giving back to the earth so future generations can thrive. They live on and for the land.

What is new and noteworthy from your latest product release?
We are constantly looking for ways to improve our products. Every six months we bring to market a new innovation or technology. Once every two years, we want to launch a new comfort technology that takes our products to the next level. We have substantially improved the comfort of our casual and outdoor shoes, as well as our work boots. Our most recent launch and manufacturing process innovation was the Zero-X^TM collection, our No Glue Shoe, which features a revolutionary and eco-forward manufacturing method that eliminates the need for glue in the production process. Zero-X features a proprietary interlocking, double-stitching system, eliminating the need for glue. This independent stitching construction eliminates 75% of the harsh environmental issues created with traditional footwear. The lack of harsh chemical adhesives, scoring dust, and debris, and the elimination of heating and cooling production energy all add to the eco-friendly benefits of Zero-X.

Have any products stood out as a retailer favorite or best seller?
Almost every season, we come out with new casual shoe offerings, with updated styles, materials and colors. Each line we come out with performs better than the last, so we look forward to continuing to adapt here. Zero-X has the most eco-friendly production process—free from glue and pollutants—and has retailed extremely well with great response from consumers. We will continue to bring to market new styles, materials and colors. Before we announce a new line, we share samples with our key retail partners who we enjoy a close working relationship with. Our upcoming Fall line has received a great reception as one of the best lines we have ever produced from these previews.

Consumers are ready to spend money that they’ve been saving. We are seeing a lot of pent-up demand on this front, which gives a lot of confidence to our retail partners. Most of their inventories are low, and they are looking to bring in additional product that they know is on trend and will sell well, which is where we fit in.

Are there any trends you’ve noticed in the market lately?
Throughout the pandemic, comfort has become more important to consumers than ever before, because more people are working from home or outside of a traditional office environment. Whether it means a lightweight design or added cushioning, the comfort trend, with a more casual design has skyrocketed, which is perfectly aligned with our offerings.

How do new retailers set up an account?
A new retailer can call a sales rep or directly call the company, and we will go for a visit if possible. We attend trade shows where appointments and walk-ins are welcome.

After the ups and downs of 2020, do you feel that buyer confidence is returning?
Consumers are ready to spend money that they’ve been saving. We are seeing a lot of pent-up demand on this front, which gives a lot of confidence to our retail partners. Most of their inventories are low, and they are looking to bring in additional product that they know is on trend and will sell well, which is where we fit in.

What is your advice to retailers looking to gain ground in 2021?
Brick and mortar retailers have experienced tough times. This should be a great lesson in finding ways to attract consumers. It’s important to be actively pursuing consumers and provide the product that consumers are looking for. Be careful with who you partner with. The end consumer has only so much money and desire to buy, so don’t compete with yourself and your partners by offering brands who are running their own direct-to-consumer online business when retail is slowed. Partner with brands that support retailers and provide the right type of products.