Happy 21st Birthday SNS

A month ago, we were happy to see SNS grow as a brand. We started to see the fruits of our creative vision and it was exciting. We were finalizing our restaurant in Tokyo and was looking at potential locations in new cities that inspire us. We were fighting for higher allocations and working on raffles to be even more fair.

Life comes at you fast sometimes.

Spoiler alert, there is a discount code at the bottom of the page.

I usually find words easy. I sit down and I write from my heart. Not this time. I start writing a sentence. Delete it. Start over. I’ve seen a million newsletters this week and I know it might be expected of me to speak up. As co-founder and CEO I am supposed to reassure you that we have done everything we can to slow this pandemic down. And that everything will be alright.

We have done what we believe is all we can do for now to keep all the people that work with SNS, and all the people that visits SNS, as safe as possible. We have taken the measures we can do to help flatten the curve in all our countries. We have followed each country’s health authorities advice and more. This will remain on top of our agenda for as long as it has to.

After those actions were taken, we started to look at the financial impact of this. Don’t get me wrong – we never did this for money. Peter and I started SNS based on our love for sneakers and the culture that comes with that. A culture we now pride ourselves to be a part of, and usually spend every day trying to nurture.

And over the past 21 years we have grown. More people like myself and Peter have joined SNS. We now operate in 6 countries. We have about 250 people working with us. 7 stores, a bar, warehouses and offices. At the end of the day – that all costs money.

We understand that buying new sneakers or getting that new t-shirt is not a priority for you right now. And it really shouldn’t be. But that also means that we as a company must prepare for a huge dip in the business and we will be forced to make some difficult decisions moving forward in order to make sure that we will be here when life finds its way back to normality.

And although this new situation might change the way we behave forever – I strongly believe that SNS will still be here throughout and beyond. As long as you are out there to inspire us, we will continue to inspire you. We will continue to nurture our culture. There will be more parties, more creativity, more happiness. And of course – more sneakers.

So happy birthday SNS. I am proud of what you have become. We will get through this together.

You know the drill: Wash your hands - Social distancing - Follow your health authorities advice. And keep your head up.

Erik

PS. It is not much - but if you use this code "SNS21" in the checkout - it will give you 21% extra discount on all sale items. And there is a lot of good products in there. The code is valid until April 1st.