We were lucky to catch up with Joe recently and have shared our conversation below.
Joe, thanks for taking the time to share your stories with us today Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?
Second String Leather Company specializes in crafting premium leather goods from repurposed sporting equipment. In sports, the term “second string” refers to backup players who support the starting lineup—just as we give a “second” life to retired gear by transforming it into unique, handcrafted products. By upcycling used sports equipment into high-end leather goods, we celebrate the heritage of the game while staying committed to sustainability
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
In May 2019, we launched our first collection of approximately 300 wallets, keychains, and toiletry bags. Within two weeks, we were completely sold out. We spent the spring and much of the summer preparing for our next collection, which launched at the end of August. Once again, we sold out within weeks. At that moment, we knew we had something special.
How’d you meet your business partner?
I first met Zac Smith, co-founder of Second String, over 15 years ago when I was trying to sell him a Masked Marvel Goalie Helmet—convincing him he should wear one even in the summer. Not long after, Zac moved on to play college hockey at Davenport University, where I became his goalie coach. That’s when our friendship really began.
After college, we stayed connected, constantly sharing ideas about creating something unique for the hockey world. Over two years, we tossed around several concepts, but none quite stuck. Then, one restless night, Zac had a breakthrough. Lying awake, he started thinking about how we could turn a pair of goalie pads into handcrafted, one-of-a-kind wallets. By 2 AM, he couldn’t shake the idea—so he called me, full of energy.
‘We have to take a chance on this,’ he told me.
So we did. And we never looked back.
How do you keep in touch with clients and foster brand loyalty?
At Second String, we take pride in creating one-of-a-kind leather goods that keep our customers coming back for every new collection. Our commitment to craftsmanship and quality is evident in every stitch—using premium thread and high-end leather to ensure each wallet is as unique as the person carrying it.
Contact Info:
- Website: https://www.secondstringleather.com
- Instagram: https://www.instagram.com/secondstringleathercompany
- Facebook: https://www.facebook.com/SecondStringLeatherCompany
Image Credits
Second String Leather Company