Based in New York City, British Knights started off as a casual shoe brand and graduated into an athletic shoe brand. The company offers footwear as well as sports apparel and is one of the prominent vendors of athletic footwear in the US.British Knights sold the trademarks in ’98 to some European countries and South Africa and presumably are selling shoes out there. Now if you’re an American fan this year Jack Schwartz Shoes Inc. incorporated a new company, British Knights N.A (North America) and together with the help of some partners in the music and entertainment world, they revived the brand. British Knights N.A is run out of the Jack Schwartz Shoes Inc. office in New York City by the original family that launched the brand back in the 1980’s.
British Knights was launched by a New York based sports footwear wholesaler as a fashionable alternative to the major ‘performance’ sportswear brands. In the 1980-ies British Knights clearly distinguished itself by having a very own and specific character based on extreme sports and having that specific British Knights urban look. Inspiration was found in the world of surf, skate and hip hop.
British Knights positioned themselves as an inner-city and music driven brand, appealing to the predominantly streetwise young people. And as they say: fortune favours the brave. British Knights grew to be a big hit! The slogan Choose Change! became the thriving force behind British Knights major successes worldwide. The brand initials ‘B’ and ‘K’ were a frequently used item in media, music and on the streets. For example in the early nineties British Knights sponsored the famous number 1 American rappers MC Hammer and LL Cool J. Also, British Knights was the first to make a commercial, which was broadcasted on the worldwide music channel MTV.