THE STORY

Blumaka founder and footwear innovation guru, Stuart Jenkins, once told me "when you are given a four leaf clover, you don't waste it, you take it and run with it." SUBTXT® has become my four leaf clover.

It all started on a slow drive home from a Chargers game back in 2019. I hadn’t even started my MBA at Concordia yet, let alone thought about my Capstone project, but Stuart insisted I begin building something real. A business I could bring to life upon graduation.

He asked, “Do you know anything about designing shoes?” I didn’t , not technically. But I did know what great shoes feel like. Growing up, I lived in performance footwear, skate shoes, soccer cleats, volleyball trainers and I’d always been particular about comfort and style.

That’s when Stuart introduced me to Blumaka: performance insoles and midsoles made from up to 85% recycled foam. As a lifelong beach kid who grew up supporting organizations like Surfrider Foundation and Heal the Bay, it clicked. Footwear that cleans up the planet? That’s a mission I could run with.

But there was still the small matter of not knowing how to actually design a shoe…

Enter Noah Chavez-Stedman, a young but insanely talented footwear designer and operations manager at ComunityMade, an LA-based footwear incubator. Together, we brought my early sketches to life. Our founding concept was a hybrid of my two favorite silhouettes, the minimal feel of the Nike Janoski, and the cushioned athletic style of the Adidas Tyshawn midsole. From that, Noah helped me build the MACAW, our founding model, from the ground up.

MATERIALS, FAILURES & A BIGGER MISSION

Our first prototype used a "recycled" suede that broke down in just a few sessions. Thats why we wear test. Every misstep pushed us closer to what would become the core of SUBTXT®: premium materials, clean construction, and a better way to make footwear.

We tested Italian leathers from Mastrotto, incredible quality, expensive price, but not sustainable long-term. We tried building in El Salvador, where the quality of work and locally sourced materials were good, but it didn’t feel like the right fit. At one point, I almost gave in and moved manufacturing to China… but that would’ve gone against everything SUBTXT® stands for. We weren’t just here to make another shoe, we were here to challenge the way they’re made.

Eventually, we found our home in the Dominican Republic, with a manufacturing partner called DMG International, once a six-factory operation with over 1,000 employees, now a tight-knit crew of 100 passionate craftspeople. They immediately embraced our concept and learned how to work with Blumaka's unique recycled foam tech.

On my first visit, I was skating down the assembly line, high-fiving workers and feeling the energy of something real. These people care. About their craft, their community, and the shoes we’re building together.

WHAT SUBTXT STANDS FOR

The name SUBTXT® was born from a simple idea: SUB, what’s beneath the foot and SUBTXT, the deeper meaning behind everything we do. We're not just making footwear. We're telling a story: about how things are made, who makes them, and why that matters. Performance, redefined. Sustainability, not as a trend, but as the standard.

As I spend more time in the Dominican Republic, I’ve fallen in love with the people, the beauty of the land, and the spirit of collaboration. The goal isn’t just to build a brand here, it’s to build with the people here. To give back to the communities supporting us. That’s what SUBTXT® is all about.

Thanks for walking with us. Every step you take in SUBTXT® shoes helps us rethink what footwear can be cleaner, longer-lasting, and built with a purpose.

— Jake Hexberg
Founder, SUBTXT®