British Knights

British Knights

Company type	Private
Industry	Footwear, apparel
Founded	1983
Founder	Jack Schwartz Shoes Inc.
Headquarters	New York City , United States
Area served	United States, Europe, South America
Products	Sneakers, t-shirts, hoodies, caps
Owner	Jack Schwartz Shoes Inc. (North America), Achten Fashion Group (Europe)

British Knights is a United States-based brand created in 1983 by Jack Schwartz Shoes Inc., headquartered in New York City. During the 1980s, British Knights positioned itself as a music-oriented brand rooted in urban culture, primarily appealing to young males living in city environments.

The brand’s offerings encompass footwear—with a focus on sneakers—as well as apparel items including t-shirts, hoodies, and caps.

History

Established in 1983 initially as a casual footwear label, British Knights launched its inaugural sneaker line in 1985, which fueled swift growth in sales. Unlike competitors who kept their designs unchanged, British Knights identified the fashion-driven nature of the sneaker market and introduced new collections three to four times per year. This approach effectively connected with urban males aged 15 to 24. The tagline "the shoe ain't nothin' without the BK button" highlighted the brand’s signature diamond-shaped BK emblem featured on every shoe.

As an early adopter of hip hop endorsements, British Knights partnered with artist Kool Moe Dee for its television debut, showcasing the song “How Ya Like Me Now” on MTV.

The brand’s most impactful promotional effort occurred in 1990 when it secured a comprehensive endorsement agreement with rapper MC Hammer. Leveraging Hammer’s widespread fame at the time, British Knights sponsored his concert tour, organized in-store promotions and contests, and included him in an anti-drug commercial broadcast on television. These activities significantly boosted brand visibility and helped British Knights penetrate mainstream markets.

US and EU distribution

In 1998, Jack Schwartz Shoes Inc. transferred ownership of British Knights trademarks for various regions to a European firm that continued producing British Knights footwear for European and South American markets. This European branch, known as British Knights EU, is owned by the Dutch Achten Fashion Group and operates independently from the original American entity.

In 2014, Jack Schwartz Shoes Inc. launched British Knights N.A. (North America) to revive the brand with collaboration from partners within music and entertainment sectors. British Knights N.A. functions out of the Jack Schwartz Shoes Inc. headquarters in New York City under stewardship of the founding family.

Relaunch

February 2014 marked the relaunch of British Knights through a partnership involving Jack Schwartz Shoes Inc., designer Darren Romanelli (“DRx”) as creative director, and entrepreneur Scooter Braun of SB Projects—a diversified entertainment and media company.

Embracing the motto "Artists are the new athletes," the brand aimed to create inspiring designs that merge its heritage with contemporary streetwear influences. Romanelli developed four distinct models featuring performance-enhancing materials combined with artistic design elements, such as earth-toned mid-top sneakers with ribbed leather accents and black-and-white high-tops incorporating the Union Jack.

This collection was unveiled on February 17, 2014, at Agenda in Las Vegas and became available for purchase starting March 15, 2014, through selected upscale retailers.

Dymacel technology

In 1991, British Knights introduced Dymacel, its proprietary cushioning system characterized by diamond-shaped green silicone inserts embedded within the sole. This technology functioned by dispersing vertical impact forces horizontally to absorb shock while optimizing energy return. Dymacel preserved its cushioning properties even after repeated compression cycles, thereby enhancing product performance and offering a competitive edge within the athletic footwear sector.

Athlete endorsements

British Knights effectively utilized professional athlete partnerships to enhance brand recognition and expand its market presence. In 1991, Derrick Coleman, an NBA player for the New Jersey Nets, became the inaugural professional athlete to promote the Dymacel shoe line. Coleman sported BK Dymacels during NBA games and represented the brand as a member of the 1992 U.S. Olympic "Dream Team II," participating in various advertising campaigns.

By 1993, Lloyd Daniels of the San Antonio Spurs endorsed the British Knights "Vengeance," a model within the Outdoor Dymacel Collection. Nicknamed "Swee'Pea," Daniels was prominently featured in nationwide television commercials, strengthening the company’s foothold in basketball and athletic apparel markets.