Nokona Is Built Around Ball Gloves, Quality, And American Craftsmanship (2024)

All fashion product has a specific DNA, set of codes that define their manufacture and functionality. Once a brand totally understands these codes, this vocabulary, it gives design work an authenticity and integrity, as well as an opportunity to subvert successfully these codes in a thoughtful and knowing way.

Over the years, different designers and manufacturers have developed their own language, many times first for function but also for great recognition. In short, when a brand learns the subtle nuances of cuts and finishes, and is able to differentiate between average and exceptional product.

These seemingly questions and observations are at the heart of what I refer to as the language of clothes and are fundamental to product design in general, and to menswear in particular. Menswear in general requires this level of knowledge to make it believable and successful.

Many brands look to the past for inspiration. In fact, menswear as a genre, based as it on the traditional cuts, functions and shapes could be said to have changed little over time- futuristic version of style rarely seem it cut it. In fact, the modern impulse of manifests itself in a more minimalist approach to cut and color that often evokes a sense of architectural simplicity, such as we see in many popular brands today.

Nevertheless, the more thematic brands often associate a collection with a specific reference in place and time. In 1926, Nokona was established asNocona Leather Goods, is now getting its start producing leather wallets and purses. Since 1934, in the very same small town of Nocona, Texas, skilled American workers, using the world’s highest quality leathers, have handcrafted premium ballgloves.

Nokona’s rich heritage includes player endorsem*nts since the 1930’s, supplying ballgloves to servicemen during WWII, being featured in Hollywood movies, and currently being used by many top professional players – all within the context of a commitment to maintaining production in America. Nokona gloves are individually cut, stamped, stitched, laced, and embroidered, which gives each one its own unique identity and feel.

Most recently, Nokona is celebrating its roots with the reintroduction of Nokona Leather Goods, handcrafting belts, bags, and small carry goods in the U.S.A., all made with Nokona Ballglove specialty leather. Nokona represents classic American workmanship and expertise, using techniques developed over the past 85 years, so that all of our products can be used with great confidence and pride.

President Donald J. Trump hosted his third “Made in America” product showcase at the White House.In a tribute to American workers, President Trump invited companies large and small from all 50 states to join this year’s celebration on the South Lawn.NOKONAwas chosen to represent the great state of Texas!

I recently had the privilege to speak withJeff Beraznik, President of NOKONA BALL GLOVES about the brandhistory, details about the current collection and why it is important for consumers to be aware of this brand and why how and why this brand has been endorsed by the President of the United States of America!

Joseph DeAcetis: Talk to Forbes about the history, launch date and DNA of your brand?

Jeff Beraznik: Nokona started in 1926 in a small north-Texas town, called Nocona, making leather carry goods. In 1934, we made our first ballglove, and we have been making sporting goods ever since. The Nokona brand is built around ball gloves, quality, and American craftsmanship. Our brand is tightly associated with America’s pastime, and our customers love our unique leathers and heritage. This inspired us to return to our roots, recently launching Nokona Leather Goods with ShowBelts as our first product, and we are excited about the introduction of Nokona Leather wallets, bags, and other accessories.

I got into the sporting goods industry after suffering an injury to my finger while playing college football. Needing a glove to protect my finger after surgery and not liking anything on the market at the time, I used industrial glasscutter gloves, because of their strong grip. This led to the start of Cutters Gloves, well known for football receiver gloves, which I ran with my wife for 15 years until it was acquired in 2012. In 2010, we partnered with fourth-generation owner Rob Storey, and are running Nokona, improving and expanding our product offering. We also recently built a new, state-of-the-art production facility in Nocona, Texas that includes a small museum and retail store, and we offer factory tours. People visit us from all over the world to see how a ball glove is made!

JD: In your words, what is your competitive advantage in the belt market?

JB: Showbelts by Nokona are fully customizable and can be personalized online, directly by the customer, with full view of their unique designs. Our belts are made with the same premium ball glove leather as our gloves, and we also offer high-end exotic leathers like caiman and Japanese calfskin. We have some intricate designs as well, such as an American-flag belt where each star and stripe is individually cut out, and we have had a great response to ShowBelts since launching the product in October - over 300 pro baseball players are currently wearing them.

JD: Talk to Forbes about how and why your brand has been endorsed by the President of the USA?

JB: Nokona was selected to represent the state of Texas in the recent Great American Made Product Showcase at the White House because Nokona ballgloves have been made in the U.S.A. Since 1934, and because Nokona is a well-respected American heritage brand with a rich history.

JD: How do you intend to market to Millennial's and Gen Z with advertising dollars?

JB: Online, using digital marketing and social media. This will lead to the belt configurator on the Nokona website to fully customize your belt, and to the Nokona Leather Goods site where we will have a specially curated offering of Nokona belts readily available, with the option of personalization. The Nokona Leather Goods website will be launched in October.

JD: In your words, what are men seeking today in belts?

JB: The immediate reaction to ShowBelts has exceeded our expectations. I think the market is excited by the wide range of customization options that we offer, as it is a way for men to express themselves and create their own look, and yet our product is still rooted in a very classic, timeless look and feel.

JD: Talk to Forbes in detail about the current collection and why it is important for consumers to be aware of this brand?

JB: MLB players who wanted to purchase our belts because of the quality of Nokona leather and our craftsmanship inspired Showbelts. We gave ball players the opportunity to personalize and customize their belts, unlike typical on field baseball game belts. It was the professional players who actually coined the term “showbelts” because they saw them as something you can wear only once you make it to the big leagues, otherwise known as “the show.” There is an aspirational quality to the current collection, yet it is an accessible luxury item that makes the wearer feel special. Our collection has evolved into lifestyle belts, which are inspired by our original game belts, and these belts include many of the same features, like painted edges, contrasting stitching, choice of gold or silver hardware, and of course, our famous ballglove leather. It is a perfect gift because it is a beautiful, wearable and classic item that can be modernized and personalized. Men are wearing showbelts for play, at work, for golf, and, of course, for baseball.

Jiff you could choose one celebrity to wear your brand, who would it be and why?

JB: Michael Jordan would be an ideal celebrity to wear our brand because he values quality, he epitomizes performance, and he is a stylish guy on and off the golf course. ShowBelts are quickly becoming the belt of choice for athletes on the diamond, on the golf course, and on the street. We recently made three belts for him, actually - one styled after his UNC Alma mater in Carolina Blue, with a personalized number 23 on the tips.

Other celebrities include Bryce Harper because he represents style on and off the diamond, and were one of the first players to start wearing ShowBelts, and Ricky Fowler because he represents style on and off the course.

JD: Talk to Forbes about how technology aided you in the development of your brand both product make-up and e-commerce?

JB: Technology is a key component of ShowBelts because of our online configurator that allows customers to design their own belts. Customers choose from six leather types, eighteen leather colors, five belt-liner options, sixteen accent colors for edge paint and embroidery, and two buckle metals, as well as whatever personalization they choose to embroider or stamp, both inside and outside the belt. The possibilities are endless. Customers’ personalization choices have ranged from simple block initials stamped on the tip, to bright contrasting colored embroidery, and even private messages stamped on the inside of a belt for a very special and personal gift. For example, customers design belts with messages of love, gratitude, and encouragement, as well as funny nicknames and expressions. The technology makes it all possible to design, and it’s a simple e-commerce purchase.

JD: What are your day-to-day responsibilities?

JB: My day-to-day responsibilities include a little bit of everything, but I like to focus on product development and operational improvements.

JD: Where is the product made and why?

JB: ShowBelts are made in the U.S.A., in Phoenix, Arizona. This not only ensures top quality, as each belt is individually handcrafted, but also maximizes the efficiency of our product development, our customization options, and our turnaround time.

JD: You have the floor: Talk to my viewers about why they should try this brand?

JB: We are all about authenticity and quality. You can wear the same belts as the pros, whether it is for the field, course, or street. Nokona has been in the leather goods business since 1926; ShowBelts are the ultimate blend of classic American craftsmanship with modern style and design.

JD: What are you future projections and growth strategy for the next few years?

JB: Continue to focus on making the world’s highest quality and performance ballgloves, and using our famous ballglove leather to produce other unique leather goods such as belts, bags, and leather goods similar to what we first started producing in 1926. We are also focused on the savvy, discerning consumer who cares about quality and unique, timeless products. The Nokona customer is smart, and we are doing our best to excite them and exceed their expectations.