SOUTHINGTON – Parents of teenagers looking for a rare pair of sneakers in Grail City on North Main Street are sometimes balking at prices ranging from the hundreds to thousands of dollars. Owner KJ Holyst tells them it’s no different than buying a painting or a sculpture.
“I’m the guy you just found a work of art. That’s what shoes are considered to be now, they are works of art that are worn on your feet, ”said Holyst.
Grail City sneakers are generally produced in limited quantities by Nike, Jordan, or other major sneaker companies. Scarcity drives up value.
One of Grail City’s most expensive sneakers, kept in a safe, is a pair of Nike 7-Eleven Dunk. They were never officially released by Nike, Holyst said, although some have been sold. They are now very rare and very valuable. The Grail City pair sells for $ 3,000.
Holyst compared designer sneakers to the $ 10,000 suits from a previous generation. Sneakers are a way to emulate celebrities, show off and dress up.
“It’s like driving a nice car,” said Holyst.
Holyst began buying and reselling shoes to afford his own sneakers in high school. Over the years, the purchases started to become more and more important. He ended up with rooms full of shoes and wanted a showcase.
He purchased and renovated the building at 360 N. Main St. and opened Grail City in February.
The name comes from this item of great value and desire for every collector. Holyst says he’s got a whole “town” for those who are obsessed with sneakers.
Much of the job is to acquire the rare shoes. Sometimes it’s as simple as ordering on release dates and sometimes Holyst pays people to line up at designated stores that get limited edition shoes from companies like Nike. With limited release and high demand, the value of the shoes quickly exceeds the original selling price.
The season plays a role in what colors people want. If a notable celebrity wears a particular pair, the value and demand can suddenly increase.
While it has customers in the city, the sneakers can attract customers from the States.
“People will be driving for hours on end for these,” Holyst said. “I get people from New York by car to Southington. “
Barbara Hekeler, executive director of the Southington Chamber of Commerce, said retail is strong in the city.
“Everything you need to celebrate the holidays is right here in town. There is no reason to go out of town for anything, ”she said.
Residents support local businesses, Hekeler said.
“There has definitely been an increase in retail traffic,” she said. “We are still seeing a big increase in online traffic for our retailers who also have this online presence. “
Holyst said he is expected to launch online sales next year. He’s also looking for another store, probably near the shore.
He said the demand for sneakers continues to grow and is not limited to teenagers and young people.
“There is no age group on it. I sell to 60 year old men, ”said Holyst.
jbuchanan@record-journal.com203-317-2230Twitter: @JBuchananRJ