Though retro and lifestyle sneakers are the predominant trends in footwear these days, and those styles are currently the company's top sellers, Greats didn't necessarily predict that would happen.
"It wasn't a crystal ball. It wasn't forecasting. We're not fortune tellers," founder Ryan Babenzien told Business Insider. "The data's there, it's just how you look at it."
Instead of chasing trends — "We're not a trendy company," Babenzien says — Greats relies on 10 core silhouettes.
"The company is based around the thought that there are a handful of classic silhouettes that are evergreen in the sneaker market, and they may ebb and flow, but these core palettes of silhouettes are what dominate the sneaker industry, period," Babenzien said.
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