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How do you want people to interpret the concept of play and how is this separate from athletic brands that lean on athletes or the lifestyle of sports?

Ryan: We started with kids, and we’re selling to adults in all sizes now. The reality is that we all started as kids. The transition to adulthood is something we all experience. When you think of most prominent brands that design shoes for the elite athlete, they start at the adult level. When you’re starting a brand that is all about play, it only makes sense that you start with kids. Kids exemplify being free-spirit, collaborative and inclusive. It doesn’t matter what they’re doing. If they’re walking across the room — chances are, they’re running, and doing so just for the joy of it. There’s a sense of purity, awe and wonder that you see more in people when they’re younger, and we become fewer and far between those moments as we get older.

It’s about staying connected to those moments. There are times in your life when you’re just in awe, in a rhythm and enjoying certain moments in your life. How I personally define play may be totally different from how you or the next person defines it. It could be anything — music, visual arts, recreational activities and so forth. But, you don’t work an instrument, you play an instrument. The notion is that your idea of ‘play’ is unique to your experiences, but we all can share in that. Everything we do, from designing products to building our brand, is all about collaborating, while at the same time being able to make each product your own through customization and personalization.

Jonathan: That’s why we speak to artists and creators of all kinds. We all start out with a blank canvas and shape how we see life through the different experiences we have. Then, as we grow and get closer to adulthood, things become serious and life becomes about finding a job and working. As a result, life no longer becomes about exploration and doing something different, but it becomes about routine and doing the same thing everyday. We want to remind people that we all play, and that spirit is a natural part of who we are. It’s about remembering that and appreciating the simpler parts of life.

We're seeing brands shift from a focus on culture to focusing on consumer lifestyle -- Who does pLAE speak to and what message do you want consumers to walk away with?

Ryan: To put it simply: play has no age limit and no boundaries. It’s also about not placing labels on things or forcing limitation on who we are and what we like. We hope our brand encourages people to have an open mind and be more accepting of everyone around you. That’s why we focus on collaboration and creating as a collective, to personify the notion of inclusivity. It’s about understanding, engaging and connecting with each other. It sounds cliche to say, but we want people to live in the moment and enjoy whatever they’re doing. There’s a lot of division in the world, so I think bringing people together, having a voice and being collaborative is critical.