The cofounder of Modern Vice
strives for craftsmanship in both his
footwear and his
After running a domestic shoe manufacturing business in the '70s and '80s, the Adoni family patriarch left the business but returned decades later as an importer at the urging of his
sons, Jensen and Jordan
In 2012, Jordan and Jensen cofounded Modern Vice, a men's sneaker brand, and began producing their footwear in China.
Despite solid sales, they weren't happy with the product and decided not to use it.
They wanted to make the shoes themselves-and that's exactly what they did.
"We're into exotics, we're into heavy boots, heritage shoemaking.
My father said we'd never make the shoes we wanted to make, but that was where our heart was," Jordan
says about opening the factory.
"I hate using the word edgy," Jordan
"But Modern Vice
We take classic silhouettes and make them fresh.
It has a New York edge because it's made in New York.
Preppy chukkas take on a new persona in red python, and lace-up boots get made over in neon nubuck.
It all comes down to Jordan
Both are personally involved with every shoe, but Jordan
, who exudes a near-manic creative energy, is particularly involved as The Adoni Group's
"I can't sit still.
We move a million miles an hour here.
I always have to be creating something."
That attitude extends beyond shoes to Jordan's
started slow, with a single tattoo that reads "Let Love Rule" across his
use of negative space and how he
uses the contours of your body to show his
work is insane," Jordan
The two started on a back piece that soon led to his
shoulder, then his
chest; now the two are working their way down Jordan's
arm in a collaborative process, spitting ideas at one another.
While there may be no master plan, one thing is for certain: Whether you are talking shoes or tattoos, it's safe to say that Jordan
won't stop creating anytime soon.