Behind The Print with Kujo Yardwear
Welcome to the latest episode of Behind The Print, where we bring you the creative stories of industry leaders shaping the world of professional printing. Shawn Langton, founder and CEO of Kujo Yardwear, transformed a simple frustration with soggy sneakers and slippery mornings into a thriving outdoor footwear brand built for homeowners and professionals alike. From the practical demands of lawn care to the artistry of thoughtful product design, his work turns everyday challenges into smart solutions that help people move confidently and comfortably in the yard. This story offers valuable lessons for marketing professionals, small business owners, graphic designers, and print enthusiasts. It reveals how niche problem solving, intentional design, and the power of premium print materials can elevate a brand, spark connection, and support growth in a competitive marketplace.
Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.
11-minute read
“Print materials are important for those big meetings where brand credibility matters.” Shawn Langton
Transcripts from Behind The Print with Shawn Langton, Founder and CEO of Kujo Yardwear
Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.
Today’s episode is titled How One Man’s Dirty Shoes Sparked a Multimillion Dollar Idea. We are exploring how frustration, creativity, and problem solving come together to transform an everyday annoyance into a nationwide outdoor footwear brand. From early morning yard work to long days on professional landscaping crews, our guest turned a simple need into a product that helps people work safer, move better, and enjoy the outdoors with confidence. He is the founder and CEO of Kujo Yardwear and the passionate mind behind a category defining shoe built for lawn and garden life. Shawn Langton, welcome to the show!
Shawn: Hi, how is it going, Zoe?
Zoe: Good. I am doing well. How are you?
Shawn: Doing really good.
Zoe: Good. So I have to know, who is Kujo really for? Who are the people you love building these shoes for?
Shawn: Kujo is for anybody who loves doing stuff outside. That is the broad answer. If you break it down, it is really two groups. First, homeowners who love working in the yard. People who enjoy gardening or weekend projects. Those dads who take pride in mowing their lawns. That is a big part of our customer base. Then we also serve professionals. Lawn care and landscaping pros, pressure washers, groundskeepers at golf courses. We have homeowners and we have professionals.
Zoe: How did this all start? What kinds of problems were these people running into before you came along with Kujo?
Shawn: It was kind of wild because there was no footwear designed specifically for this purpose. For me, it started as a personal problem. I love working in my yard on weekends, but I hate heavy work boots. I like wearing my light and comfy sneakers, but they get wet from dewy grass and I would slip on hills. I wanted something as light as my running shoes with better grip and water resistance. I kept searching for yard work shoes and landscaping shoes, but nothing existed. I saw a lot of online forums where people were asking what they should wear. That is when I realized there was a real gap. So I thought maybe we could create a hybrid shoe and boot.
Zoe: So it was a personal no brainer. This is a need. Everyone wants it. You thought, I am going to be the guy to make it.
Shawn: Exactly. I did not know what to do next, but that was the start. We spent about a year researching. I talked to a lot of professional landscapers and lawn care crews. I asked what they use, what problems they have, and what features they wanted. That made it easier to figure out how to design the shoe and what it needed to do.
Zoe: After you identified those features, what was your process in building something better?
Shawn: The first step was finding someone to design the shoe. I have always loved shoes. When I was a kid, I cut open my Nikes to see how the air pocket worked. I was fascinated by footwear, but I was not a shoe designer. So I literally googled freelance footwear designers and interviewed a bunch of people. One designer stood out. His name is Brett Goli. He lived in Detroit, which is where I was living at the time. He understood the concept right away and loved the idea. We worked closely together on the design. When he finished, he handed me a tech pack, which is a twenty page blueprint for manufacturing. That was the moment I realized we could actually build this thing.
“When you start a company from scratch, every milestone matters, even the small ones.” Shawn Langton
Zoe: That is really cool. You connected and networked with all these people. For others looking to connect in the same way, do you have any advice?
Shawn: Networking is super important. My advice is to simply do it. Start discussions with anyone who has relevant knowledge. Ask questions and be willing to offer something in return. I would say things like, can I buy you lunch or a cup of coffee? I admire what you have done and would love to learn from you. Most people were open to talking. Successful people like giving back. Do not be afraid to ask. Just be polite and respectful of their time.
Zoe: That is great advice. I am curious because there are a lot of shoe brands out there. What makes Kujo stand out from others in the industry?
Shawn: Strategy. I wanted a shoe company, but I knew if I made a general athletic shoe, I would have zero chance. Same for a general work boot. There are too many big players. So I focused on a very specific niche. We serve the green industry. Working in the yard, lawn care, garden work. Every feature in our products is designed for lawn and garden tasks. We are the only brand that is fully focused on that. Our customers love that. The other part is that we are a small family owned company. When we go to trade shows, it is me, my daughter, my sister, my dad, and my brother in law. People love that energy and connection.
Zoe: Totally. Those family owned businesses bring a different level of excitement.
Shawn: Yes, people feed off that and so do we.
Zoe: Are there any major milestones you have hit where you thought, this is amazing?
Shawn: When you start a company from scratch, there are always milestones. Our first milestone came through Kickstarter. We launched a campaign before production. We had to hit the goal or we would get nothing. We hit the goal, which meant we could go into production. That was huge. Then the first purchase on our website. That was another milestone. Hitting our first million. Hiring our first non family employee. All those things matter.
Zoe: On the flip side, is there anything you are struggling with lately?
Shawn: There is always something. As a small business owner, cash flow is always a challenge, even though we have shown growth every year. We fund the business ourselves without outside investment, so we have to be smart. We want to buy more inventory to grow, but we are limited. That is something I am always trying to improve.
“People who have been successful are excited to give back their wisdom. Most are willing to talk if you just ask in a polite way.” Shawn Langton
Zoe: I have one of your prints here. They feel amazing. They look amazing. This booklet is awesome. How do you use it in your marketing?
Shawn: It is a great piece. And Printing Center USA has always done a wonderful job. You have printed our catalogs every year since we started. The quality is always so good. We get so many compliments. We are not a luxury brand, but we are positioned on the premium end. When you are a high quality brand, every touchpoint matters. You cannot have a one hundred ninety dollar performance work boot and then low quality marketing materials. The catalog is important for trade shows. We hand them out to customers and large landscaping companies. It highlights all of our products and tells our story. Our sales manager uses them on calls. I mailed two out today to a potential retailer. They are always in use.
Zoe: That is really cool. My next question. You might not know the exact answer. What is your return on investment for printed materials, and what would you say to a business considering using print to grow?
Shawn: I do not know the exact number, because it is hard to quantify. There is direct response marketing such as Facebook ads where you can track clicks. But you also need to invest in brand awareness. Print helps with that. The catalog shines in important meetings. For example, we partnered with Yellowstone Landscaping. They have thirteen hundred employees. In a meeting with their senior leadership team, I walked them through our catalog. That meeting alone made the ROI incredible. Print materials matter for big opportunities.
Zoe: That makes sense. So here is a fun one. If you had a completely free day with no meetings and no product design, what would you be doing?
Shawn: Part of me would honestly still do a little Kujo product work because I love it, but if I set that aside, my perfect day would start with coffee with my wife. Then I would play golf with my son in the morning. Shoot basketball hoops with my daughter. Take our dog for a walk with my wife. Then grill out in the backyard and invite family and neighbors over. That is my perfect day.
Zoe: That sounds like a blast. Finally, where can people find you, learn more, or purchase Kujo Yardwear?
Shawn: The best place is our website, which is Kujo.com. On social media we are at Kujo Yardwear on Instagram, TikTok, Facebook, YouTube, and LinkedIn.
Zoe: Awesome. You heard him. Check them out at kujo.com and Kujo Yardwear on all platforms. Especially their YouTube. It is super fun to watch. That is another wrap on this episode of Behind the Print Podcast. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, having a strong vision and using print to amplify your message can make your brand stand out from the crowd. If you enjoyed today’s episode visit PrintingCenterUSA.com today and get yourself a free Sample Pack to share with your fellow business enthusiasts. Until next time, keep those creative sparks flying and remember, there’s always more to discover Behind The Print!
Where Footwear Meets Storytelling
Through Shawn’s passion for solving everyday problems and his dedication to creating something better for homeowners and professionals, Kujo Yardwear shows how niche ideas can grow into meaningful brands. His focus on research, product design, and genuine connection with customers demonstrates how powerful it is to understand the people you serve. Just as importantly, the role of premium print materials in Kujo’s growth highlights the value of strong visual storytelling. High quality catalogs help communicate purpose, quality, and reliability in a way that digital alone cannot.
Whether you are building a brand, designing products, or growing a business, Shawn’s journey is a reminder that thoughtful print pieces can elevate your message, build trust, and spark conversations that move your work forward. Creativity, clarity, and a commitment to quality will always help your story resonate.
