Omar Barnes

In the fall of 1995, Omar Barnes entered into the fashion scene as a salesperson in a newly budding S&D Underground. He quickly rose through the ranks and became a buyer by January 1996. He broke ground as the first and only African-American buyer. S&D Underground, in need of an identity, wanted to capture and sustain a loyal customer base. Omar eventually captivated the owners by exhibiting his proficiency in forecasting trends. He did this by convincing them to approach inaccessible brands such as Dolce & Gabbana, Versace, Moschino and others. This was a feat no other specialty store, let alone department store, had accomplished at the time. Barnes knew that making these luxury labels available to the urban market would totally separate them from the competition. Incorporating high-end fashion into the store’s offering propelled S&D Underground to the number one specialty store in the country. Subsequently, the newfound fame caused the Jimmy Jazz clothing chain to pay a hefty sum to purchase the business.

Omar’s in-depth understanding of how fashion and entertainment coalesce, led to celebrity influentials such as Jay-Z, Nas and Diddy frequenting the stores. Networking with this demographic, Omar was able to form invaluable relationships and a freelance career as a marketing consultant. Omar’s focus on the consumer details, brand building, point-of-sale merchandising and staff productivity over the span of 10 years, gives him a strong competitive advantage. His solid knowledge of the Sneakerhead market, paired with his personal contacts in fashion and entertainment is the key factor in the success of the entire operation.