OFFICIAL PRESS RELEASE – The acquisition of one of the most recognized and respected original skate shoe brands, is the first part of DuFFS 93 Ltd. plans to develop the label and its range of products for today’s ultra-competitive footwear and textile market.
Alex Hall, senior principal of DuFFS 93 Ltd., will take the helm of the company as President/CEO, and plans to build the DuFFS brand into a leader in the footwear market. In a general statement Hall said “We are very excited about the current and future opportunities that DuFFS will bring. The new company will build from the authenticity and history of the brand and we look forward to bringing great new products to the marketplace”
Action has already been taken to revitalize product design with the hiring of several experienced footwear designers. “DuFFS is an authentic skate brand with a strong and rich heritage. The product needed attention so we have staffed that area up to meet the demands of the retailers and the market” said Hall. He continued, “we will be working very closely with our skate and BMX team to ensure the products are technically correct, in particular our designers are looking forward to working alongside the team riders including DuFFS Icon Skate Pro Louie Barletta on the development of his signature models, and building other Pro models”
Footwear veteran Scott Weaver will head up sales in North America, along with other duties. “Scott was the past President of DuFFS International and there is no stronger individual to lead the sales charge for the new company. His relationships with retailers are incredible and he will be a key ingredient to our success” Hall said.
The company also plans to address the areas of marketing and distribution. Hall said, “Advertising and our overall marketing strategies need to be realigned for the ever changing marketplace. These are just a few of the first items we will address; our strategic plans will assess all areas of our business.”
Early in 1993 DuFFS was born, kicking and screaming, in the skateboarding capital of the world; Southern California. At a time when the skateboarding “industry” was really beginning to take off, DuFFS injected some much needed irreverence and authenticity into a sport that was in danger of neglecting it’s roots and taking itself way too seriously.
Since day one DuFFS has backed up it’s skate heritage with an impressive rosta of team riders, all originators in their own right, featuring over the years Kareem Campbell, Kris Markovich, Matt Hensley, Ricky Oyola, Jason ‘The Kid’ Adams and currently the enigma that is Louie Barletta.