Changing the World, and Growing your Business, One Shoe at a Time

By Jackie Rosselli

Collecting shoes for those in need may not sound like a profitable business endeavor, but according to Wayne Elsey, founder and CEO of the Nashville-based Soles4Souls, it is a win-win for both the company and recipient. "Retailers can grow their revenues and drive new business into their stores while doing something good for those in desperate need," he says.

The Soles4Souls mission is simple – provide shoes to the world's neediest inhabitants. This straightforward approach has made it one of the most popular charities of our time, winning the praise of many in the entertainment and sports world, and the backing of corporate sponsors. "We do what we know; we get and give shoes," says Elsey.

Soles4Souls got its start in the wake of the Asian tsunami in December 2004. "As I watched the television coverage, I saw a shoe floating in the debris, and it bothered me," he recalls. "I just knew I had to do something." While many preferred writing a check, Elsey, a shoe industry veteran, was compelled to do more. He called a few colleagues and asked if they would partner with him to donate shoes to the relief effort. Together, the team sent over 25,000 pair of shoes to victims of the disaster. When Hurricane Katrina struck the gulf coast in 2005, the group responded again, but realized the need for shoes transcended any one catastrophe. Soles4Souls officially incorporated as a 501(c)(3) in February 2006.

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By Jackie Rosselli

Creative. The dictionary defines the word as "characterized by originality and expressiveness."

It is what we here at UniformMarket seek to promote through the annual Univator Awards, this publication's year-end wrap up of the most note-worthy products, ideas, programs and campaigns that have influenced the industry throughout the year. Any company, both national and international, regardless of size, is eligible to enter the competition.

Now in its 5th year, the Univator Awards place the acclaim and attention where it belongs – with you, the manufacturers and distributors who comprise the uniform, corporate apparel and promotional products industries. By giving your concepts the exposure they deserve, the Univator pays tribute to your accomplishments, and is an acknowledgement of a job well done.

How is this exposure achieved? An in-depth feature on all award winners appears in the January online edition of UniformMarket, an e-zine with international reach. The story will also run in the print edition of the venerable Made to Measure, the magazine industry insiders turn to first for the latest trends and market reports. Past recipients have also received coverage in other trade outlets, and many awardees have showcased the news in their own publications, on websites, and have used the results in marketing efforts.

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Informed Decisions for Success

By Joseph Greco, M.S.O.D.

In these times of recession, vast uncertainty and global economic downturn, we may want to take a step back and reassess or be forced to reconsider the reasons for our goals, business strategies and other key decisions. But before taking any further paths to implement previously approved plans, consider some guidelines for making sound decisions as if you were to make them afresh today.

Think about establishing clear goals that will address two areas of need. Ask the question about the quality of the decision- is it the right one for these times and market circumstances? And can you be assured of continued commitments and support from key stakeholders who have an interest in your future success? This group would include your employees, managers, lenders, vendors and clients. Are your plans devised to serve the long term and short term interests of the enterprise? Consider and devise methods in advance to resolve issues and conflicts that you may imagine can occur. What will be the impact? Be ready with your back up plan B and C if you can. Use these times of course corrections to increase your intellectual knowledge base and learning's so that you may strengthen your chances for greater future success. If you've already paid a price, get the benefit of that investment and don't pay the same price twice.

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Grip-Flex Corporation: A Half Century of Elegance & Innovation

By Debra Hindlemann Webster

In 1954, 46- year-old William Lowney had an idea that possessed him. It began in his four-car Philadelphia garage as he and his wife, Annette, patented a gizmo called a boot band. This little braided band, with its splash of olive drab color, fit around the tops of military boots and kept pants tucked tightly inside the footwear; they at once "gripped" the top of the boot but "flexed" when an individual stepped: Hence, the Grip-Flex Corporation was born.

Lowney initially began his journey of selling his product from town to town along the eastern seaboard, potential customer to potential customer, until his gadget took hold. And indeed it did. From there, it was a small step to add the product of shoulder cords, each cord being handmade, even today. Shoulder cords inspired citation cords, shoulder knots, epaulettes, and the selling of braid, itself—flat, soutache, edge cord, and the rounded tubular. Lowney focused on what he felt were basic stock colors (custom dyed colors became available upon request) as he broadened his clientele to include schools and marching bands, hotels and theatres, police, postal, and security uniforms. The creation of the Lowney braid business was on its way.

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