Oboz x Blackbird Spyplane

This collaboration came about organically after members of the Oboz product team noticed the Sawtooth II, an Oboz heritage product, featured on the Blackbird Spyplane substack. We reached out to say thanks and which led to a conversation about creating a collaborative Sawtooth II, later known as the Swagtooth.

Colbo launch photography by Peter Sherno

This project reached far beyond the typical Oboz consumer and tapped into the BBSP fashion community. To build hype, pairs were seeded to Matty Matheson, Rashida Jones, and Ezra Koenig among others. The collaboration was featured in the New York Times and Footwear News proceeding the launch. A limited group of retailers were tapped to carry the Swagtooth with the remaining pairs sold via the Oboz website. The collaboration sold out within a day of launching at retailers and within seconds of launching on obozfootwear.com, crashing the site in the process.

For this project, I worked with Jonah and Erin of BBSP to create the colorway and materials story, traveling to Vietnam to confirm suede articles and color matching. I also created custom branding tags and managed the Oboz marketing, sales and ops process to bring this shoe to market. For the launch party, I managed the budget, photography and communication with Colbo.