“Boots have always been rooted in heritage,” as Jared mentions. There are hiking boots, construction boots, steel toe, etc.    Although Jared and Adam noticed, there isn’t a modern boot for those merely walking around the city.    In today’s episode, we’re sitting down with Co-Founders Jared Ray Johnson and Adam Klein to talk about what it takes to create a modern boot with their brand Season Three.    The two MIT students took everything they hated about the average boot to create everything they love about their boot, The Ansel. The Ansel, any person, could have effective, durable footwear that is sleek enough to be worn from the streets to “the museum.”    Listen in as we talk about renovating the purpose of our boots.    In part 2, Jared and Adam discuss Their mentor experience; The hundred-foot overview of Season Three; Building an “outdoor lifestyle brand”; Jared and Ray’s journey at MIT; Choosing “the boot” category as a jump into the shoe market; Creating the modern boot for the everyday wear; and much more.   Join us while Ramon Vela interviews Jared and Adam for The Story of a Brand, and listen to them share the inside story.   For more on Season Three, visit: https://seasonthree.com/   *   This episode and our entire podcast are brought to you by ATTN Agency.    ATTN Agency is a full-funnel growth and performance digital marketing agency with proven strategies to scale and optimize direct to consumer brands through tactical media buying, data-driven analysis, and unrivaled creative services.   If you are looking back on this year wondering what went wrong or what could have gone better, or if you're starting to put together your game plan for 2021, I have one piece of advice: you need to talk to ATTN Agency.   I’ve interviewed several of their clients, and I can say that they are the best in the business. ATTN represents some of the fastest-growing direct to consumer brands, delivering month over month results.   Go to https://www.attnagency.com/storyofabrand/ for a comprehensive, no-obligation, 14 point audit of your social, search, shopping, email, and SMS channels.   *   This episode is brought to you by TryNow. Do your shoppers love your products once they've had a chance to try them? Is it hard for you to convey the quality of your product digitally? Well, there is a secret strategy that many of the fastest-growing Shopify brands use to get their products in more shoppers' homes. They use TryNow to automate a Try At Home program. With TryNow, 1) shoppers can check out with a zero dollar cart, 2) get items shipped right to their home, and 3) only pay for what they keep. DTC brands like Hammit, Myles Apparel, Solid + Striped, Tamara Mellon, Universal Standard, and Girlfriend Collective... use TryNow to increase conversion rates and average order values. If you want to say to your shoppers, don't trust us, trust our products, then go to https://www.trynow.io/ to learn if a TryNow program is right for you.