I Am the Founder of STAPLE Jeffstaple and This Is How I Work

Jeff Ng was a sneakerhead before they were called sneakerhead. Better known by his pseudonym @jeffstaple, named after his creative agency and clothing line, Jeff has designed some of the most famous collectible streetwear and has worked with clients such as HBO, Kangol, Converse, Kid Robot, Cole Haan, Google, Sony, and Housing. work. We spoke to him about how he makes time to design, running three businesses, how he leads his life with reminders and Evernote, and how to run a hype-driven business for over two decades.

Location: New York and Los Angeles. Current place of work: Founder of the creative agency Staple Design . Staple Pigeon (men’s streetwear collection). And the host ofThe Business of Hype podcast on Hypebeast Radio. Current computer: MacBook Air 13 “2018. Current mobile device: iPhone XS Space Gray 512GB. One word that best describes how you work: Drive

First of all, tell us a little about your past and how you got where you are now.

Perhaps you recently read about people collecting sneakers and reselling them for thousands of dollars above the retail price? Or the kids who sleep all day outside a skate store hoping to buy a limited edition T-shirt? I could be responsible for all of this.

I founded STAPLE in 1997 – before the term street culture or sneakerhead was coined. And 23 years in the industry makes you an OG Certified.

In 2005, I partnered with Nike to release a sneaker with my Pigeon logo on it. It is now known as Nike Pigeon Dunk . The shoes were originally priced at $ 72. Today you are lucky to find someone willing to part with him for $ 20,000.

Fast forward to the present day, Staple Design helps clients navigate this fickle world, and we work with them to understand what young people want today. Whether it’s product design, marketing or strategic collaboration, we do whatever it takes.

Staple Pigeon is one of the largest streetwear brands. We have over 1200 distribution points around the world and we offer a complete range of products for those moving ahead in fashion.

I also founded one of the world’s first lifestyle boutiques, Reed Space , in 2001. We were the pioneers in retail that offered everything from music to fashion and art to sneakers and EVERYTHING! This moved into a creative direction for other retailers such as Extra Butter and, now, Hypebeast’s retail arm, HBX.

In addition, I ran a podcast called The Business of Hype on Hypebeast Radio. In each episode, I sit down with a creative entrepreneur and discuss the realities of how they run their business and the stories behind the dream they’ve built.

What are your job responsibilities?

I lead a team of over fifty people who handle all aspects of the business I mentioned. Each business acts as a completely separate entity. Sometimes there are overlaps and similarities, but 95% of the time they are different things. So my job is to make sure each company runs as smoothly, efficiently and creatively as possible. It is an ongoing challenge to maintain this perfect balance.

Tell us about a recent work day.

I have developed a system that allows me not to go crazy, but at the same time allows my team to access me as much as possible. Monday and Wednesday are dedicated to the clothing collection (in Midtown Manhattan). Tuesday and Friday are dedicated to the creative agency (based in Soho, NY). Thursday – Podcasts, Retail, and Flex Schedules.

It’s not so strict that I can’t work on the t-shirt design on Tuesday. But the system is especially helpful when scheduling meetings, so I don’t run from city center to city center several times a day. There is nothing worse than wasting valuable minutes on the road. I live in Greenwich Village: 12 minutes from Midtown. 7 minutes to Soho. This is no coincidence. This is by design.

I am usually in the office around 10 am. I leave at a reasonable hour, like 5 pm, so that I can have lunch with my wife, family or friends. Then I usually take the “third shift” around 9 or 10 pm, which can easily last until 1 or 2 am. We do a lot of business in Asia that requires overnight conference calls. There are no weekends, holidays or vacations. I am always in touch. I have not sent an answering machine to LLC in over 20 years.

What apps, gadgets or tools can’t you live without?

One of the most important game-changing applications in my life is reminders. I ALWAYS use the time and positioning function by GPS. At least 20 times a day.

The Notes application is also very important. I have three folders — one for each business — and I record accordingly.

My inbox is a disaster, and Slack is effectively the second version of my inbox.

WhatsApp is where the real work gets done. I love being able to answer specific questions (why can’t iMessage do that?!?) And WhatsApp handles groups easily. WhatsApp file transfers also seem to be faster than anything else.

Finally, I still use Moleskine. I may be old school, but my concern is that people take notes in a meeting using their phone. On the rare occasion that I use my phone and forget my Moleskine, I feel compelled to declare, “ I only use my phone to take notes. ” laughing out loud…

The handles should be from Muji. Tip 0.5 mm.

How is your workplace arranged?

I am constantly on the move. In fact, I only visit New York about 45-50% a year. But I have two main offices in the city.

My downtown office at the Staple Pigeon clothing headquarters looks like a physical image of my brain if it exploded. Everything that inspires me is on display and accessible. I may not even use him for anything, but I love to have him by my side. I feel like creativity is being absorbed by osmosis. Everything radiates energy, and I want to absorb it all.

My office at Staple Design in Soho is more relaxed and living room-like. While Midtown is like a Dove shrine, I want Design Studio to be influenced by many other things. So there is a lot of art from other people and of course some of the projects that we have been working on.

Both office desks can be converted into a standing desk. I got seriously involved with this idea a few years ago … but nowadays I rarely sit in the same sitting position for more than an hour. So, regardless of whether I am sitting or standing, I always go somewhere or go from somewhere.

Chargers, cables and keys are everywhere. I used to try to be economical and only had one charger adapter and cable for my laptop and phone. But one day you will forget about it, and you will soon realize that the cost of an accessory is much lower than the cost of not having your team or files.

What’s your favorite shortcut or trick?

The reminder function that pings you when you arrive somewhere is very tedious. This is a simple function that I don’t see that many people actually use, whereas I use it dozens of times a day.

I have keyboard shortcuts for frequently typed messages like my address + shoe size (seriously – size 10). And I unfortunately have a label for ” Sorry for the delay in my reply ” – it’s “SRY”.

I also have a waterproof notebook from AquaNotes in my bathroom because I seem to always come up with awesome ideas for some reason when I shower.

Tell us about an interesting, unusual, or challenging process you have at work.

My assistant Kim has full access to my mailboxes. Thus, it is the first line of defense when checking emails. After I gave her access to this, I gave up the idea of ​​Inbox Zero. Although deep down, I secretly still strive for it. So Kim checks the emails first. The respective workers are posted to Slack in the appropriate channel. Urgent get me WhatsApp. And then I either do it directly or give her the next steps on how to deal with it. I can still see all my emails, but I need help filtering everything out.

I’m trying to get back to everyone. But sometimes emails get replies after 6 months or more. It’s sad, I know.

BUT there are many other ways to communicate with people. Some of the people I have a relationship with are only on Instagram DM. For some, it’s Twitter @. Sometimes it’s Line (usually in Japan). Or WeChat (China). WhatsApp (everyone else and workmates). Slack public channels. Slack DM. Text message. Etc. And this is interesting, because each person has their own preferences, on which platform they like to communicate. My favorite corn? This is when I completely correspond with someone in exchange for text messages … and then all of a sudden they send me an email! Like: “BRO! You might as well send me smoke signals! “

Who are the people who help you achieve results, and how do you rely on them?

I have more than fifty people who help fix everything. The ship would not have sailed without them. But there are some key people with whom I almost always communicate, 24 hours a day, seven days a week and seven days a week.

As for creative agency Staple Design: Matt is the COO and his involvement is immeasurable. My problem before him was conversion. There were plenty of opportunities, and fortunately, they still exist. Matt can transform these opportunities and my visions and then turn them into reality (and dollars).

Kim is the only person who controls almost everything. She is the only person who works for different companies. I consider her as the last line of defense before reaching me. As I mentioned earlier, she has the keys to my entire inbox, which says a lot. Kim is the gatekeeper.

Regarding Staple Pigeon apparel: Nico, Matt, Evan are the heads of my Sales, Marketing and Merchandising / Manufacturing team respectively. Clothing is a very complex and volatile business. What am I most proud of with Staple? For more than 22 years, we have never missed or missed a single season. This is unheard of. Especially in streetwear. If consistency is the key to success, these guys are the ones who bring it to life.

On the podcasting front: Christina is my right hand man, giving you the opportunity to hear new episodes every week. Also, the Bright Young Things team is collaborating with me on content and flow.

Finally, none of this would have been possible without my wife Liz and our crazy Schnauzer Prius !

What’s the biggest mistake you made at work and how did you deal with it?

The biggest mistake I’ve made is being stupefied.

I once discussed wanting to fire someone by email … with THIS PERSON!

It was terrible. This actually led to some legal problems as I was EXTREMELY frank with my reasons and was not particularly polite about it. Luckily, the lawyers have dealt with this, but even though it happened many years ago, I still have PTSD when I send an email.

How do you keep track of what you need to do?

Madness has an organized method. I probably should have found a more rational way. But I use the Reminders app for urgent work-related things in the near future, like Reply to Ken’s Email. Or “Call your credit card to dispute the charge.” I also use reminders for recurring things like “Change camera battery,” and I’ll set them to repeat on a monthly basis. Or “Weigh”, which is repeated every Friday.

I use Evernote to receive confidential information. And for some reason, I also use Evernote for grocery and drugstore purchases like “Get some toilet paper and sunscreen.” I actually have one Evernote for Duane Reade and another one for Whole Foods. And I have sections for New York and Los Angeles. Because sometimes I need toothpaste in one house and not in another.

I am using Google Calendar for scheduled appointments. I used to use Apple iCal with Fantastical ; but I realized that Apple Calendar sync is nowhere more reliable than Google Calendar sync. Trust me, I’ve done TONS of testing. It’s just not reliable. Google wins unconditionally.

Both Slack and WeChat have reminder features that I love. They can re-ping you an old message that was sent to you. I would like WhatsApp and iMessage to offer this feature as well.

With some members of my team, I can only talk once a week, once every two weeks, or even once a month. So I keep a note for each person in the Apple Notes app. Why am I using Evernote, Reminders and Notes? I have no idea. Perhaps at some point in my life I should consolidate.

How to recharge or relax?

Travel is my number one muse. I get very inspired when I meet new people and see new sights in foreign countries. Keep in mind that “foreign lands” can be as far as Kyoto or very close to Brooklyn. The key is to simply step out of my usual comfort zone.

I also find exercise distracts me from work for a few minutes. The amount of work I do has affected my fitness and health. Recently, my wife and I have made a conscious effort to make time for health, and it’s pretty tightly regulated. We currently adhere to “intermittent fasting” along with the keto diet. We also train 3 times a week on a 5×5 method and alternate days with high-intensity cardio. Sounds awful. Because IT’S AWESOME.

What’s your favorite side project?

My side projects quickly became mainstream. Once I started a magazine that turned into a real print publication with advertisers. My attempt at podcasting turned me into an Executive Producer for the entire Hypebeast podcast platform with my own show, The Business of Hype , which is now in its sixth season and is its 50th guest!

We recently purchased our first home, so a nice slow and steady side project was renovating his room by room. It was fun because it includes the skills I learned as a project manager, but it also allows me to get my hands dirty with the design, which is something that my wife Liz and I can collaborate on.

What are you reading now or what do you recommend?

My streetwear colleague Bobby Hotts recently released an excellent book called This Is Not A T-Shirt . I am proud that someone from our subculture is crossing borders and doing things that reach the masses in order to teach them what we all do.

Can you share your music playlist?

I recently partnered with one of my favorite labels, Big Crown in Brooklyn, to create a collaborative shirt and mixtape. It’s 45 minutes of soul, funk and classic hip-hop. Listen on Soundcloud!

Who else would you like to see to answer these questions?

I’d love to hear from Virgil Abloh . He has a clothing line called Off-White, which is now one of the most popular labels in the world. He is also the artistic director for Louis Vuitton. It really shows how high our culture is.

What’s the best advice you’ve ever received?

“I don’t know what the secret of success is. But I know the secret of failure is trying to please everyone. “

What problem are you still trying to solve?

As a creative person gets older and more experienced, his passion inevitably diminishes, his drive subsides, and other things become a priority. But the knowledge and wisdom they gained are priceless. Conversely, a young creative person has all the energy and drive in the world. Passion abounds. But they lack knowledge, wisdom and experience.

I am constantly trying to fill this gap. Whether it’s my talks, Skillshare classes , my podcast, or just releasing products that grab the attention of young people, it’s my mission and challenge: to revitalize veterans while empowering the next generation.