As previously reported, Chris Cole made a slightly unexpected move from Black Box footwear brand Fallen to DC Shoes. This caused a few to jump to some needless conclusions, most notably the assumption that his loyalty to Zero isn’t as strong as we once thought. Far from it, as Black Box have just announced that Chris Cole will now be business partners with Zero chief Jamie Thomas and will have an active role in directing the future of the company, while still ripping it professionally of course.
Here are some words from The Chief himself…
“Cole’s loyalty and support have always been an integral part of Zero’s success for the past decade. I’ve always included him in important decisions and brand directions, so it’s exciting to know we’ll get to work together for the life of the brand. I couldn’t imagine a better partner.”
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