DIDDY.

Psychographics and demographics in our business is more important than the shoes themselves. The understanding of consumers behaviors, needs and wants is what guides us here at RIF to make the decisions we make. The simple idea of coming up with an idea from the "fire of the belly" is as obsolete as an old Italian grandma in the kitchen cooking her century proven recipe for a 5 star restaurant like Providence on the west side. (which is actually very delicious BTW) Our decisions are made as a reaction to ALL of your choices and decisions.

Along side having a keen understanding on the psychographics, understanding our demographics is just as important and the "yang" to understanding psychographics. 

When first deciding to plant ourselves in Little Tokyo, there was absolutely no type of street/sneaker inspired store next by other than Blends which is miles aways.

We understood the location of RIF was a risk but whats business without a little.

AS time progressed we grew accustomed to local eats and more importantly the cultural differences Little Tokyo has to offer.

WE had to change our thought process in which we conducted business and more importantly 

RESPECT the Locals.

If you don't know Little Tokyo is home to HUNDREDS of Japanese and Japanese American retirees.

We grew accustomed to random Japanese elderly walking into the shop filled with young adults while the NEWEST track from Rick Ross BUMPED obnoxiously through the shop.

It was part of our learning and growing process. 

As the years progressed, we embraced the fact that we entered into one of ONLY 3 Japanese Towns in the United States and slowly partook in cultural events and changed our mindsets.

And today RIF stands proud of our neighborhood, and while still keeping TRUE to the RIF Mentality. 

OUR Motto of: "GOOD People, Helping GOOD People", has spread past our regulars and all of you but to our neighbors and those that have been here Decades before US.

This weekend marks the 72nd Annual Nisei Week here in Little Tokyo. 

This Week long festivals celebrates the First Generation Japanese American's here in the US of A.

Its an interesting festivity where anything Japanese goes. From Food faire, Japanese anime to Japanese import cars.

This week has it ALL.

Many would have guessed this was a CAMPOUT line for the GMP 6/7 pack but its parade goer's waiting for the parade to start.

RIF's very own Man-WELL taking part in the celebration.

Manny has been with us for a few years now and ALWAYS Loves to WORK  during the parade.

HIS favorite Parade Float. The Union Bank B-BALL Float.

Look at the form, like KB in the fourth.

The 40Ft Launch

The anticipation.

Almost there...

SWOOSH!. Manny Actually made this SHOT, NO LIE. SMH.

The homie CONNOR decided to TRY his LUCK.

 He missed terribly nearly HITTING one of the kids in the head with the BALL.

SMH.

See you next year B-BALL Float.

The view DIRECTLY outside of RIF.

This part of the Parade is actually the strangest. While a HUGE amount of Parade Goer's are family.

Ever year Japanese IMPORT cars cruise down the street honking horns and revving their ENGINES releasing a toxic amount of exhaust fumes into the CROWD of Children.

I never understood this, cool non the less.

It was business as usual in the shop, while traffic coming to RIF is near IMPOSSIBLE some still find their ways into the SHOP to buy those shoes they've always wanted. #SUPPORT

Now thats dedication.

Foams or 9's?

9's it was. Good choice.

RIF couple of the DAY, I apologize I forget their names and venturing all the way from Florida, I should have remembered. 

Non the LESS this couple enjoyed the festivities Little Tokyo had to offer and copped a GRAIL they have been eagerly wanting to buy for a decent price, nice to meet you two, HOPE you enjoyed yourselves.

Strike 2, SMH Venturing all the way from VIRGINIA Beach, I should have remembered these two names. SMH

Nice meeting you two and like I said, Ill get you two on the BLOG.

GOOD People Helping, GOOD People.

This SHOE was CARLS very FIRST Nike he BOUGHT with is own money.

 After starving himself through a few weeks in high school. He was able to buy this pair at the LOCAL Journey's sneaker store.

 This weekend we were fortunate enough to receive one for consignment. UNFORTUNATLY this wasn't Carl's size.

If anyone has a pair or ANY leads to the location of a brand new pair in a SIZE 10-10.5 you will be handsomely rewarded.

 Though it was madness outside and no one in their right minds should have some to RIF this weekend.

The homie JED and his lady came by to drop off some of the MOST Delicious Cookies to EVER make it past RIF Doors.

  DIDDY Reise in Westwood. IS TOP Notch.

If go to UCLA like these two, make sure to SAY HI! Then stop by DIDDY Reises' you won't be 

dis-appointed.

The couple actually brought a Dozen Cookies but Manny ate 7 Cookies before we could take photos.

 Overall it was a FUN Filled Cultural Weekend, and though non of us here can truly relate to the Japanese festivities Its always nice to respect and experience what your neighborhood has to offer.

Stay Tuned...NEXT Time we go MANNY's Family Party.