Which leads one to wonder, to paraphrase The Texas Chainsaw Massacre, how many BMX-only shoe companies will survive, and what will be left of them? Maybe Derek Adams should have chosen Little Devil over Orchid. That said, Lotek seems to be thriving, and Inopia was doomed from the start. (Caste, John Paul Rogers's effort, was doomed before the start.)
Look, making shoes isn't like making t-shirts. You can't just bang out a quick dozen and sell them out of your trunk. You need to get molds made, find a manufacturer (most likely in Asia), sort out a sole pattern that doesn't violate any other company's patents, make a heck of a lot of them, and oh yeah, find a way to sell them.
Having never tried to start a shoe company myself, I'd imagine that's the toughest part. It's not like you can just call the people at Foot Locker or Journeys and convince them to give you some nationwide shelf space. And good luck getting your local skate shop to carry them. Not going to happen. But the thing is, the average bike shop won't carry them, either. They're too busy selling SIDIs and Diadoras to road and mountain cyclistsm who a) have money, and b) are less fickle and fashion-oriented. Heck, it's hard enough to find a big-time bike shop that carries BMX frames.
This leaves the mailorders and local BMX shops, who can only support so many of these companies. (It would be nice if they'd drop the skate companies completely the way the skate companies have dropped BMX riders, but then riders would just buy their Adios and Etnies from someone else—it's a tough old world.)
I guess the real question is whether BMX can even support another shoe company alongside Lotek and Orchid. Doesn't seem that way, unless said company has a ton of financial backing and doesn't consider profit to be particularly important. It reminds me of that old joke about what the best way to make a million dollars is—start with two million.
Beloe, we hardly knew you. Good luck to anyone who follows in your, uh, footsteps.
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