What to Expect From the Wale x VILLA Partnership

Following recent word that the two parties would be partnering, this morning VILLA issued its official press release regarding the newest member of their movement, Wale. While artists getting their feet wet in the sneaker business is certainly nothing new, an artist partnering directly with a chain shoe store is. We spoke with VILLA’s Vice President of Marketing, Patrick Walsh, to hear exactly what the DC rapper and nationwide retailer have in store.

Nice Kicks: What exactly will the Wale x VILLA partnership entail?

Patrick Walsh: There are two main parts. One is around fashion. From VILLA, over the last few years we’ve quickly started getting involved in producing and curating product collabs. We’ve had some good success with Timberland, adidas, Starter and several other brands. We’re looking to continue to evolve what we’ve done and Wale is going to be a part of that. Wale’s got great ideas, he’s known for fashion, and he really is passionate about fashion, sneakers and clothes. We’re going to work with him to curate product collaborations. People are going to be surprised and excited from a product side about what we’re working on with Wale.

The other part of it is the cultural side around youth. What we’re both adamant about and passionate about is making sure that kids in inner cities have the chance to achieve their dreams. We believe that everyone has the right to pursue the American dream and we’re going to make sure that opportunity is there. Right now, we’re working together to identify how we combine our resources to create opportunities to work with kids to help them with their dreams.

Nice Kicks: Wale’s had many sneaker deals that he left on the table. What was VILLA able to provide that other parties could not?

Patrick Walsh: Instead of being tied down to one brand, Wale is able to work with us and really curate the best story across all the brands. That’s what’s unique about this. As you know with Wale, he’s not only about one brand — most of these guys aren’t — so he’s not going to be confined. He can be who he is in terms of liking several brands and several different styles.

Nice Kicks: Will Wale’s role with VILLA be more as that of a curator or as a spokesperson?

Patrick Walsh: It’s going to be both. As a curator, he’s going to help with product. As a spokesperson, it’s more how do we work together to create vehicles and platforms for kids in the community to dream bigger and achieve those dreams. We are literally working on programs that we can create to make sure that we’re making a difference. It’s hard not to feel responsible or feel compelled or obligated to work with the kids in our communities. That’s also why we wanted to work with Wale — we didn’t have to sell him on the community aspect. He came in looking to do more for the community and that’s what sold us.

Nice Kicks: In regard to storytelling, what role will Wale play in collaborations?

Patrick Walsh: There’s going to be stories that are directly connected to him and then there’s going to be stories that are connected overall to the lifestyle that haven’t been told for whatever reason.

Nice Kicks: Will the collaborations be exclusive to footwear or include other product?

Patrick Walsh: It’s going to be footwear, apparel and accessories.

Nice Kicks: At what rate can we expect to see Wale x VILLA collabs or capsules come out?

Patrick Walsh: We’re still working that out. It’s going to be very fluid and we want it to be natural. Like I said, it’s more than just the product. There’s going to be other things that we’re going to be announcing beyond just the first collab.

It’s the next episode basically. It’s the next episode for VILLA as a retailer, it’s the next episode for Wale as an artist and it’s the next episode for the culture.

Special thanks to Patrick Walsh and Damian Rodriguez of VILLA. Look for the first Wale x VILLA collaboration to launch at VILLA this June.