Dave Ortiz is the Dave behind legendary NYC sneaker shop Dave’s Quality Meat and the designer behind the coveted Air Max 90 x DQM “Bacon.” We caught up with Dave to talk about his design process and the effect the shoe has had in the sneaker community.
The following interview has been lightly edited.
What’s the story of how you ultimately decided to work with Nike on this project?
Back in the late ’90s when I was still working at Zoo York, we did the SB Zoo Dunk, and it was a success. My girlfriend at the time, Jen, was tight with many of the cats at Nike. She had introduced me to Jesse Levya, who then asked me to design that Zoo York Blazer. We did two colors. One was created by Eli Gesner, and I designed the other one. I did a black/red/gold colorway; Eli did a grey/white/blue pair. After that, I stayed friends with Jesse and told him I was opening a store called Dave’s Quality M3AT based on my graffiti tag, a concept store before concept stores even really existed. Jesse wanted to get the jump on this and said Nike would never do a sneaker with a new shop ever, but my shop was too good to pass up.
How did you decide to work on the Air Max 90?
At the time, most collabs that were done were on Air Force 1s or Dunks. Together with my partners at the time, we agreed on the Air Max 90 because of its comfort and the fact that nobody else was then thinking in that direction.
What were some of the challenges that arose through the design process?
Well, I had about six months to do the design, and I waited till the very last minute. But then I fully trusted my idea.
So, how long did it take?
From the final idea to its execution, it took one morning. But maybe I had to sit on it for all these months, who knows. Ultimately, it came from the urge to have a bacon sandwich, walking the Key Food aisles, having the idea in the bacon section, buying a ton of bacon, and cooking it to various crunchiness levels. Then my man Thomas Fenning helped me work the computer to get the colorways right. That was pre-InDesign, kids. After about three hours, we had the design ready to send off to Jesse.
What’s your personal history with the Air Max 90?
I had a couple of pairs when they came out. I was not obsessed with them initially, but I always thought they were a cool tech, nerdy-type shoe, and I like that.
How do you feel about the position this collaboration has earned in sneaker culture?
I think it’s great and I am proud of the “Bacon” sneaker. I am a person who very much lives in the moment. I am confident in my creative instincts. But the idea that, to this day people get excited about, talk about, and collect something I made 18 years ago is humbling to me. When I made them, I didn’t know what to expect. I also didn’t care about how they would be received. I loved the design but felt it might be either a complete flop or a total hit. 50-50 odds. I am a risk-taker, and I liked those odds.
Have you found that this project opened your work up to a different audience?
The “Bacon” sneaker was definitely a success, but it seemed more of a slow burn at the time, it took two days till they were gone. The big attention and recognition grew over the years and have definitely created opportunities. Also, there are always new kids who get into kicks, and my “Bacons” seem to stay up there on whatever list, ya know? If you are into kicks, you research who made them. So yeah, it’s rad to me.
Following the release of the AM90, there was the Air Max 95/360 “Cooked Bacon” in 2006, and then the Air Max 90 Current Huarache “Burnt Bacon” in 2009. If you had the opportunity to work on another Air Max sneaker, what would you choose? Another shot at these same silhouettes or something new?
Today, if I would work on a new shoe, I would want to make an ACG. I would do some sort of tech waterproof boot style cause I can use a pair of those. I like tech sneakers, and I tend to make or design stuff that I personally use or need. You know what I mean?
Be sure to check out more of our Air Max Day 2020 interviews with Jeff Staple, SOSHI, Mr. Foamer Simpson, and Magdi Fernandes.
