San Francisco-based cycling accessory company Chrome Industries is stepping up its shoes. Known for its seatbelt buckle bags, the brand’s new president, Christopher Silverman, is committed to expanding its selection of pedal-friendly kicks. “I want to continue to push the boundaries of what we can do from a footwear perspective, whether it’s new styles or fabrications, whatever it may be, all while remaining true to Chrome’s core consumer,” says Silverman, whose resume includes stints at Levi’s, X-Large apparel (with the Beastie Boys), Mossimo Australia and Volley.
In particular he plans to focus on the brand’s forged rubber footwear, which debuted earlier this year. With the help of 70-year-old machines from Slovakia, the sneakers are handmade one a time, just like vintage army boots. “From a footwear perspective, it is incredibly cool and shows the lengths that Chrome will go to to make kick-ass gear,” notes Silverman, pointing out that the military-grade shoes are extremely durable and promise to pedal, kick and walk the streets for years to come. “We’re never going to make products just to fill a gap or because they’ll sell,” he adds. “We make products we’d genuinely want to use or wear ourselves.”