Nine-time Grammy winner Carlos Santana returns to the shoe industry.
The Rock and Roll Hall of Fame inductee has announced that he will be relaunching his women’s fashion footwear brand, Carlos by Carlos Santana, next month in partnership with original brand guardians Gary Rich and Rick Gelber. Together they formed Jubilation LLC, which will oversee the brand.
Santana originally launched his eponymous shoe brand in 2001, licensed to St. Louis-based footwear giant Brown Shoe Co. (now Caleres). The line became a verified hit, selling in department stores and national retail chains in the United States and abroad. However, after a nearly two-decade run, it was shut down in 2019 when Caleres made several changes to its brand portfolio.
For revival, Santana aims to reclaim some of that warmth – and plans to use the brand to support the Milagro Foundation he started with his family in 1998. The nonprofit funds organizations for children disadvantaged in the arts, education and health. Details on the brand’s contributions to the foundation were not yet available.
“It is an honor to partner with Gary and Rick to bring shine, elegance and style back to the forefront of the brand, while making a difference in the lives of children through the Milagro Foundation,” Santana said in a statement. . “We know these shoes will inspire and complement the confidence and light of every woman who wears them.”
Rich, who previously served as president of Brown Shoe Wholesale, and Gelber, formerly SVP and GMM at Caleres, will lead brand strategy, product development and business management for the new company.
Rich said in a statement, “Since our first meeting in 2000, we have connected with Carlos and created instant synergy and great energy. It is appropriate today that we join forces again to form this partnership and relaunch the brand on the market.
The new Carlos collection by Carlos Santana consist of a variety of women’s styles, including casual shoes, dressy looks, boots and trendy sneakers, with leather uppers sourced from Brazil and Italy. Retail prices will range from $100 to $250.
The brand launches with a direct-to-consumer business model, sold exclusively on Carlosshoes.com. However, the leaders said they could consider developing a key retail partnership further.