Small Businesses and Collectors Brace Themselves As Tariffs Push Sneaker Prices Up, Small Brands Down
Devlin Carter, the founder of luxury sneaker brand SIA Collective, built his company from the ground up. In just six years, he turned it into a multimillion-dollar success by delivering fashion-forward, high-quality sneakers—most made in China. But now, Trump’s sweeping tariffs on imports are threatening everything he’s built.
“These are ridiculous tariffs that make no sense,” Carter said. “Small businesses like mine have to pay these tariffs, and it’s not a small thing. It’s a lot.”
Sneaker Prices Soar as Global Production Takes a Hit
The $70 billion sneaker industry is bracing for impact. With the majority of sneakers produced overseas—especially in China, Vietnam, and Taiwan—the tariffs have made importing shoes to the U.S. significantly more expensive.
Carter breaks it down: “Say I pay $100 to have a pair of shoes made in China. With the tariffs, that shoe now costs $150 or more [to make]. And it shouldn’t. It’s unnecessary.”
Even global giants like Nike are caught in the fallout. With a 46% tariff on goods from Vietnam and 32% from Taiwan, the company would lose even more trying to move production to the U.S., according to economist Peter Schiff. “The result will be fewer sneakers sold in the U.S. at much higher prices,” he warned.
Trump Brushes Off Public Concern
When asked about the pain these tariffs may cause Americans, Trump dismissed the question entirely:
“I think your question is so stupid,” he said. “I don’t want anything to go down. But sometimes you have to take medicine to fix something.”
Carter doesn’t see it that way. “There’s consumer fear out there,” he said. “You feel like your job is shaky and the economy is shaky, your way of life is shaky, you go into survival mode. And in survival mode, most people don’t spend.”
Collectors and Resellers Say It’s Not Just Business—It’s Personal
Earl West, a self-proclaimed sneakerhead with over 1,800 pairs stored at home, says the tariffs are changing everything. “That pair of $180 sneakers is going to cost me $250 now,” he said. “So I have to be very selective… I can’t afford to spend $250 on a pair every other week.”
West also said that buying internationally is no longer worth it. “Instead of $60 to ship it to me, it’s going to cost me $120 — plus the cost of the shoe. And that’s just too much.”
Resellers are feeling the pinch, too. “You have to buy a $150 shoe at a higher rate than it’s worth. And then you have to sell it even higher to make money. That’s going to be a problem,” West said.
Sneaker Entrepreneurs Sound the Alarm
Before the tariffs, Carter was able to move over $2 million worth of sneakers. Now, he’s stuck navigating a disrupted supply chain and increased costs, all while trying to keep his prices reasonable. But like many in the industry, he worries the damage is already done.
“People buy my shoes because they like them,” he said, “but it’s a luxury item. And when people feel like their world is uncertain, they stop buying luxuries. That’s bad for us. That’s bad for everybody.”
