T.U.K. design director Lisa Sanger-Greshko

Lisa Sanger-Greshko is living the rock ’n’ roll lifestyle and loving every minute of it. As the design director for Poway, Calif.-based T.U.K., she outfits artists like U2’s Bono, Green Day, Gwen Stefani and The Living End on a regular basis with her vintage- and music-inspired shoes. She didn’t always plan it that way, though.

“Before I started working here, I was a hairstylist,” Sanger-Greshko tells WSAToday.com. “My first experience in this market was working for Na Na back in the ’80s at their retail store. The owner of T.U.K. [Ian White] knew the owners of that company, so I started working as a buyer here.” Since then, Sanger-Greshko has culled a working fashion education based on her experiences with factories and observing apparel trends, putting her own unique spin on T.U.K.’s signature platforms, spectators and boots. Below is an extended Web-only version of our exclusive interview, which first appeared in the January 2008 issue of WSAToday.

Gem-tone brights, like the lime green leopard seen here, will pop for fall '08.

Tell us about your fall ’08 collection.

If I had to put a label on it, I would call it “Eclectic ’80s.” The newest things for us will be ladies’ boots and men’s vintage-inspired dress shoes. The freshest additions for fall ’08 will be purple and gold metal hardware.

What were your design inspirations for fall ’08?

We started with what we feel is core T.U.K., and added lots of color and unique embellishment to it. I would describe core T.U.K. as music- and vintage- inspired footwear with an edge.

What have you found are some of the most important ways to reach your customers?

We really enjoy the musicians that we work with and have a lot of fun making special styles just for them. In return, the exposure we get is amazing, and I think this unpretentious way of reaching out to the public is perfect for T.U.K.

Ladies' heels, like this platform slingback, will be big in fall, too, says Sanger-Greshko.

Describe your customer to us.

After 14 years, our most loyal following has grown up. Now we have musicians, artists, teachers, parents and their children, all wearing T.U.K. shoes. Whether they’re wearing bondage pants, jeans or a dress, their T.U.K. shoes fit in perfectly.

What makes T.U.K. different from other brands?

I would have to say fun! We really have fun making our women’s shoes. We don’t hold back on color, art or proportion.

A classic, core T.U.K. boot

How do you strengthen relationships with buyers and retailers?

Service. Our in-house team is always ready to help in any way they can, and we work very closely with our accounts. In addition, we provide a very reliable in-stock program, making fill-ins very easy for our customers. This is the key to the success of our independent boutique accounts. I think it’s harder for independents in a lot of ways to make good decisions, because customers really expect something new and different when they walk into a boutique. Right now, with the economy feeling a pinch, these customers also want real value for their money. It becomes quite a Catch-22.

What are some big trends you’re seeing now?

Because styles seem to be very basic at the moment, I think color is hugely important for men’s and women’s. We’re using gem-tone brights quite a bit, which is new and fun for us.

What have buyers told you lately?

Times are tough. Everyone is feeling the financial crunch at the moment. Most of them are sticking to core styles that they know work well.

Men's fall '08 dress shoes will be vintage-inspired, says Sanger-Greshko.

What’s next?

I think customers will be looking for something “risky,” but I’m not sure if the retailer will be willing to buy it. Fashion has been very stagnant for a while, especially in the men’s markets. If it’s not a sneaker, it’s just about impossible to sell. We reach out with something new for men every season, and we will again for fall ’08.

What other designers do you admire?

I am really in awe of Gwen Stefani right now. Her music, her style and L.A.M.B. are all very fresh and iconic.

If you could change something about the industry, what would it be?

Knock offs!

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