# Kenneth Cole: Kenneth Cole

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2020-11-16
- Length: 1h 15m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-16-kenneth-cole-kenneth-cole

## Summary

Kenneth Cole, founder of the Kenneth Cole brand, explains how he launched his shoe company in 1982 with co-founder Sam Edelman by renting a 40-foot truck as a showroom to bypass expensive department store presence. He details the strategic pivot to direct-to-consumer retail in 1994 to protect brand equity from department store consolidation, the subsequent IPO, and the difficult decision to take the company private to regain control and close underperforming stores. Cole also discusses the brand's early commitment to social causes, notably the 1986 AIDS awareness campaign, and his recent efforts to address mental health stigma through a new coalition.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-16-kenneth-cole-kenneth-cole#t=0) Introduction: Kenneth Cole and the Kenneth Cole Brand
- [5:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-16-kenneth-cole-kenneth-cole#t=308) Early Career and Learning from His Father's Factory
- [14:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-16-kenneth-cole-kenneth-cole#t=840) Launching the Brand: The 40-Foot Truck Showroom
- [29:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-16-kenneth-cole-kenneth-cole#t=1770) Design Philosophy and Early Product Strategy
- [36:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-16-kenneth-cole-kenneth-cole#t=2205) The 1986 AIDS Awareness Campaign
- [45:35](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-16-kenneth-cole-kenneth-cole#t=2735) Pivoting to Direct-to-Consumer Retail in 1994
- [52:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-16-kenneth-cole-kenneth-cole#t=3166) Going Public, Licensing, and Brand Dilution
- [57:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-16-kenneth-cole-kenneth-cole#t=3452) Taking the Company Private and Closing Stores
- [1:04:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-11-16-kenneth-cole-kenneth-cole#t=3882) Rebranding, Mental Health Advocacy, and Future Outlook

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

founders before launch, companies scaling up, large enterprises, established companies

## Mentioned

- U.S. Bank (company)
- Kenneth Cole (product)
- Sam Edelman (other)
- Bloomingdale's (company)
- Liz Claiborne (company)
- NAMI (company)

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## Citing this page

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