Steven Smith on Designing Legends with Form, Function & F*ck It Energy

Key Takeaways

1️⃣ Don’t Trade Innovation for Artistry – They’re Not Mutually Exclusive

Smith opened with a reminder that when he entered the industry, “sneaker designer” wasn’t a thing. He credits New Balance for instilling a philosophy he still lives by: “Newer and better, not just newer and different.” For Smith, design is about progress through substance, not surface. Pointing to his head he said:

Tools are just that – tools. Don’t let them become a crutch. The best intelligence is right here

2️⃣ AI & Digital Tools Need a Reality Check

Smith isn’t anti-tech…he’s anti-bullshit. “AI is cool, but it’s kind of lazy if you don’t know how to draw,” he quipped. Recalling his time at SCAD where students used AI to generate final renderings, he pushed for balance.

Handmaking teaches you form – it teaches feel. We live in reality. Your product should too.

3️⃣ The Right Tool is the One That Works for You

Whether it was Shoemaker (which he picked up in 20 minutes) or Sketchbook Pro on his iPad, Smith argues against tech being dictated from above: 

Let the designer choose the tool that helps them deliver the best result. I don’t want visual masturbation – I want a shoe.

4️⃣ Fast-Tracking Design: When Boldness Beats Bureaucracy

He recalled turning an old sketch into the Yeezy 500 in just six months – “the fastest Adidas shoe to market ever.” The secret? “Kanye said ‘Get the fucking thing out now.’ So they jumped.” 

Innovation often comes down to risk tolerance and clearing the blockers – not the tooling.

5️⃣ Make Something So Good You’d Pay For It

On how to make products that last: “Fit, form, feel, function… and yeah, fashion.” But above all, Smith says, “Would you want it? If you don’t, why would anybody else?” He still gets goosebumps seeing people in the 574s he designed as a 21-year-old: “They’re your kids. Don’t you want your kids to grow up and become something important?”

6️⃣ Comfort, Simplicity, and Storytelling Matter More Than Ever

Smith offered insight into how consumer expectations are shifting – especially for aging markets: “Kanye hit 40 and was like, ‘I don’t want laces anymore, bro.’” He also warned against lazy branding:

The product has to be so compelling, it tells its own story from the shelf.

7️⃣ Domestic Manufacturing is Personal & Possible

Smith grew up in Massachusetts mill towns and saw factories vanish firsthand. That experience shaped his belief in rethinking production: “The world doesn’t need more stuff – it needs better stuff.” He championed linear manufacturing systems, component reduction, and designing for the factory floor…

Once you see the process, you can make it better. That’s the secret sauce.

8️⃣ Customization ≠ Complexity – It’s a Spectrum

Whether it’s charms on Crocs or full-blown co-creation, customization needs to be user-centered: 

Most people are lazy. Customization might just be writing your name on a shoe. That’s okay – but don’t call it something it’s not.

9️⃣ Risk Is the Rocket Fuel of Iconic Design

Smith is candid about being a “disruptor”, even when brands couldn’t handle it. “If you never try, you’ve already failed.” He invoked Edison’s famous line: “I’ve found 10,000 ways not to do it.” His advice to young designers?

Do something so cool that I’d go, ‘Fuck, I wish I did that.’

🔟 Old White Guy Energy, Reclaimed

Smith embraces his identity and the role of mentorship: 

These kids are thirsty. Show up, share the magic, inspire the next generation. Be the face – not just the name in the credits.