Photo by Rachel Lindsley
A subculture of shoppers—known as “sneakerheads”—has been admiring the fabled sports shoe since the boom of basketball and hip-hop culture in the early 1980s.
While basketball legend Michael Jordan represents the rise of sneaker fashion, most shoes purchased by sneakerheads are rarely worn. These fanatics research, shop, collect and resell high-end sneakers based on style, brand and exclusiveness.
One local sneakerhead, Brian Dein, is using his three decades of retail experience to turn his childhood hobby into a small business.
“I’ve always been fascinated by sneakers and was looking for a change of pace from my corporate job,” he said. “I wanted to start a business that would be purposeful, fun and inspiring to others and my family.”
Jawns on Fire, located on Linglestown Road in Susquehanna Township, sells sneakers, street wear and more for men, women and children. A large screen TV plays hip-hop music throughout the store, inviting people inside. In-store kiosks and iPads allow shoppers to scroll through a wide selection of more than 700 new and gently used sneakers.
The walls are filled with floor-to-ceiling displays, exhibiting designers from Air Jordans to Yeezys, Nike and more. Each shoe has a QR code that customers can scan with their smartphone to view description, price and size availability. Shoppers can buy, sell or trade in sneakers with authenticity guaranteed.
“We understand the investment our customers are making in our selections,” Dein said. “We encourage everyone—no matter their age—to take care of their shoes and bring them back to trade in for a new pair down the road.”
Dein’s first pair of upscale sneakers, the OG Jordans, sit in a display case at the front of the store to remind him of his Philadelphia “jawn” journey.
“When I was 10 years old, the first Air Jordan sneaker came out, and I remember visiting a store in Philly for three weeks just staring at them,” he said. “My parents could not afford them, but told me, if I worked hard to make honor role, I could get them. These sneakers are now the centerpiece of this store and how I found my style.”
Dein’s story continues with customers like Aiden Harman, a Harrisburg resident who has visited the store for months, searching for the right pair before making a purchase.
“I’ve been coming into the store since they opened in August to check out their inventory and learn about the shoe culture,” Harman said. “It is hard to find my shoe size at other stores, so I finally pulled the trigger and purchased my first pair.”
Unlike many shoe stores, Jawns on Fire sources sizes for men, women and children from 2C to men’s 18. When browsing online or in person, customers can look up their size to view available inventory and size conversions for unisex options.
Dein and his associates, affectionally referred to as “Jawn-Noisseurs,” take pride in fostering an inclusive environment where new and old sneakerheads can get to know one another and create emotional connections. Their #BeJawn culture has welcomed more than 3,000 customers into their store with a 33% customer return rate.
Alongside sneakers, the store also sells clothing from popular brands such as the Anti Social Club, Vlone and Essentials. In addition, Jawns on Fire supports local vendors by providing a space for them to sell merchandise like wood art, candles, custom rugs and more. In the coming months, Dein has plans to expand his selection of apparel and offer special deals for the holidays, such as layaway options for Christmas.
“I took the best of the sneakerhead world, my retail experience and added some pixie dust to differentiate our brand from others,” Dein said. “Since opening our doors, we have been able to meet and help our local community find and source designers that were previously not available to them—and that feels good.”
Jawns on Fire is located at 2302 Linglestown Rd. (Blue Mountain Commons), Harrisburg (Susquehanna Township). For more information, visit www.jawnsonfire.com, their Facebook page and Instagram at @jawns.on.fire.
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