GREATS Shoes: The Complete 2025 Guide to Brooklyn's Iconic Minimalist Sneakers

Introduction to GREATS Shoes

When I first discovered GREATS shoes in 2022, I was immediately drawn to their promise of delivering Common Projects-level quality at a fraction of the price. The Brooklyn-based brand had built a reputation for crafting minimalist leather sneakers that could seamlessly transition from casual weekends to smart-casual office environments. However, my journey with GREATS shoes has been both enlightening and somewhat disappointing, reflecting broader changes in the direct-to-consumer footwear industry.

The minimalist sneaker trend that exploded in the mid-2010s created space for brands like GREATS to challenge established players. While Common Projects commanded $400+ price points, GREATS positioned itself as the accessible alternative, offering Italian-made sneakers with premium materials for around $180. This positioning attracted fashion-conscious consumers who wanted elevated aesthetics without breaking the bank.

Today's landscape tells a different story. After experiencing significant ownership changes and manufacturing shifts, GREATS shoes occupy a more complex position in the market. My extensive testing of multiple models, combined with insights from fellow enthusiasts and industry developments, reveals both the opportunities and limitations of choosing GREATS shoes in 2025. For those considering similar minimalist options, I often recommend exploring premium shoes from our comprehensive footwear collection.

Understanding GREATS shoes requires context about the broader minimalist sneaker category. These shoes prioritize clean lines, premium materials, and versatile colorways over technical performance features. Unlike athletic sneakers focused on cushioning and support, minimalist options like GREATS emphasize style and everyday wearability. This approach appeals to adults seeking sophisticated footwear that works across diverse settings, from casual Fridays to weekend brunches.

The GREATS Story: From Brooklyn Startup to Steve Madden

The GREATS story begins in 2014 when Ryan Babenzien and Jon Buscemi founded the company in Brooklyn with a clear vision: create high-quality sneakers that challenged the expensive minimalist options dominating the market. Babenzien, who had extensive experience in fashion marketing and brand development, recognized an opportunity to disrupt the direct-to-consumer footwear space before it became saturated.

The Golden Era: 2014-2019

During its early years, GREATS embodied everything that made direct-to-consumer brands attractive. The company sourced full-grain Italian leather from premium tanneries, used Margom rubber outsoles (the same used by Common Projects), and maintained strict quality control standards. The flagship Royale model became synonymous with accessible luxury, offering construction and materials that rivaled significantly more expensive alternatives.

The brand's early success stemmed from several key factors. First, GREATS maintained transparent communication about manufacturing processes and material sourcing. Second, the company invested heavily in customer service and return policies, building trust with online shoppers hesitant about purchasing shoes without trying them on. Finally, GREATS developed a loyal community through strategic partnerships and genuine engagement with fashion enthusiasts on social media platforms.

The Steve Madden Acquisition

In 2019, Steve Madden acquired GREATS for an undisclosed sum, marking a significant turning point in the brand's trajectory. Steve Madden, a publicly-traded footwear company known for trendy but affordable shoes, brought different priorities and operational approaches to GREATS. While the acquisition provided capital and distribution advantages, it also introduced cost-cutting pressures that affected product quality.

The most significant changes post-acquisition included moving some production from Italy to Portugal, replacing Margom outsoles with custom GREATS-branded rubber soles, and sourcing leather from different tanneries. While these changes weren't necessarily negative in isolation, they represented a shift away from the premium positioning that originally attracted customers to GREATS shoes.

For context on similar minimalist options, consider exploring af1 shoes which offer comparable styling at different price points, or check out blazers shoes for classic court-inspired alternatives.

GREATS Royale: The Iconic White Sneaker

The Royale represents GREATS' flagship model and the shoe that built the brand's reputation. Available in multiple colorways, with the "Blanco" (white) being the most popular, the Royale embodies the minimalist aesthetic that defined a generation of sneaker enthusiasts. After extensive wear-testing, I can provide detailed insights into what makes this shoe special and where it falls short.

Design and Aesthetics

The Royale strikes a unique balance in the minimalist sneaker category. Unlike the extremely sleek profile of Common Projects or the athletic-leaning design of some alternatives, the Royale features a slightly more substantial silhouette with distinctive details. The three leather panels on each side create subtle visual interest, while small perforations on the toe box add breathability without compromising the clean aesthetic.

What sets the Royale apart from competitors is its slightly more voluminous toe box and higher sidewall profile. This design choice makes the shoe more comfortable for those with wider feet but also gives it a less refined appearance compared to slimmer alternatives. The overall aesthetic recalls 1980s basketball sneakers, filtered through a contemporary minimalist lens.

Materials and Construction

Current GREATS shoes utilize full-grain leather uppers sourced from European tanneries, though the specific origins vary between Italian and Portuguese suppliers. The leather quality represents a middle ground - superior to mass-market sneakers but not quite reaching the luxury feel of pre-2019 GREATS or current premium competitors.

The construction features leather lining throughout, which provides comfort against bare skin but reduces breathability compared to textile-lined alternatives. The custom rubber outsole, while functional and durable, lacks the premium feel and superior grip of Margom soles used by higher-end competitors. The overall build quality remains solid, with consistent stitching and appropriate attention to detail for the price point.

For those interested in exploring similar construction techniques in other footwear categories, our guides on cariuma shoes and cloudnova shoes provide additional insights into modern sneaker manufacturing approaches.

Sizing and Fit Considerations

One of the most critical aspects of purchasing GREATS shoes online is understanding their sizing. The Royale consistently runs approximately half a size large, meaning most people should order down from their typical sneaker size. The thick leather lining compounds this sizing challenge, as it takes up additional interior space while providing enhanced comfort.

The shoe's last accommodates average to slightly wide feet comfortably, making it a good option for those who find other minimalist sneakers too narrow. However, GREATS doesn't currently offer wide width options, which limits accessibility for some customers. The break-in period typically lasts 10-15 wears, during which the leather softens and molds to your foot shape.

Quality Evolution: 2024-2025 Reality Check

The question everyone asks about GREATS shoes in 2025 is whether the quality justifies the price, especially given the changes since Steve Madden's acquisition. Having compared current models with pre-2019 examples and tested multiple pairs across different production runs, I can provide a nuanced perspective on this evolution.

Material Quality Changes

The most noticeable difference in current GREATS shoes is the leather quality. While still full-grain, the leather feels stiffer and less supple than earlier versions. Multiple customers describe it as having a "plasticky" feel compared to the buttery texture of pre-acquisition models. The break-in period has also increased, with some reviewers reporting discomfort lasting several weeks rather than days.

The switch from Margom to custom GREATS outsoles represents another significant change. While the custom soles perform adequately for casual wear, they lack the superior grip and durability characteristics that made Margom the preferred choice for premium minimalist sneakers. The tread pattern provides reasonable traction, but the rubber compound shows wear more quickly than higher-end alternatives.

Manufacturing and Sourcing

GREATS currently produces shoes in both Italy and Portugal, with individual pairs varying in origin. This inconsistency makes it difficult for customers to predict exactly what they're receiving. Portuguese-made versions generally maintain good quality standards, but some customers report preferences for Italian construction based on traditional craftsmanship expectations.

The brand has also streamlined certain details that previously set it apart. The signature waxed cotton laces have been replaced with standard cotton versions, and some color options have been discontinued. While these changes reduce costs, they also eliminate some of the premium touches that justified GREATS' positioning against budget alternatives.

Value Proposition Analysis

At current retail prices of $180-190, GREATS shoes occupy an awkward middle ground. They're significantly more expensive than truly budget options but lack the premium materials and construction of higher-end alternatives. The value equation works best when GREATS shoes are available at discounted prices of $100-120, which occurs regularly through sales and outlet channels.

For comparison, consider that birdies shoes and amberjack shoes offer different approaches to premium casual footwear, while options like boxer shoes provide alternatives for those seeking athletic-inspired designs.

My Experience: 2 Years with GREATS Shoes

Over the past two years, I've owned and extensively tested three pairs of GREATS shoes: the Royale in Blanco (white), a navy colorway, and the Royale Knit 2.0. This hands-on experience across different models and wear scenarios provides insights that complement technical specifications and other reviews.

Daily Wear and Durability

My white Royale pair has accumulated over 200 wear days across urban environments, including New York City streets, suburban walks, and office settings. The leather upper has held up remarkably well, developing a subtle patina that actually enhances the aesthetic appeal. The custom rubber sole shows moderate wear but remains functional after extensive use.

The navy pair, purchased six months later, exhibited the stiffer leather characteristics that other reviewers mention. The break-in period was notably longer and more uncomfortable compared to my first pair, suggesting inconsistencies in leather sourcing or treatment processes. Once broken in, however, the comfort level reached similar standards.

Comfort and Versatility

The leather lining provides excellent comfort for sockless wear during warmer months, though breathability becomes an issue in hot, humid conditions. The cushioned footbed offers adequate support for typical daily activities but lacks the advanced cushioning systems found in athletic sneakers or walking-focused footwear.

Style versatility represents one of GREATS' strongest attributes. The shoes work equally well with dark denim and chinos, pair appropriately with casual button-down shirts, and even complement some business casual outfits depending on workplace dress codes. The white colorway proves particularly versatile, while darker options like navy offer more forgiving maintenance requirements.

Maintenance and Care

Maintaining GREATS shoes requires standard leather care practices. For white pairs, I've found that magic erasers work excellently for surface cleaning, while monthly conditioning with quality leather cream maintains suppleness. Cedar shoe trees prove essential for maintaining shape and absorbing moisture between wears.

The custom rubber soles resist most staining and clean easily with soap and water. However, the softer rubber compound shows scuff marks more readily than premium alternatives. Professional resoling services can extend the shoe's life, though the cost may not justify the expense given current pricing alternatives.

For those exploring different footwear categories, our coverage of creepers shoes and chucks shoes offers insights into alternative styling approaches for casual wardrobes.

Best GREATS Alternatives in 2025

Given the changes in GREATS quality and the evolution of the minimalist sneaker market, several alternatives now offer superior value propositions. Based on extensive research and testing, here are the most compelling options across different price ranges and priorities.

Premium Alternatives: Koio and Oliver Cabell

For those willing to invest in superior materials and construction, Koio Capri sneakers represent the gold standard in the category. Made in Italy with Margom outsoles and premium leather from LWG-certified tanneries, Koio delivers what GREATS originally promised. At $295, they're significantly more expensive but offer noticeably better leather quality, more refined construction, and superior long-term durability.

Oliver Cabell Low 1 provides a middle-ground option at around $230. Also made in Italy with Margom soles, they offer the premium construction that GREATS has moved away from. The main limitations are narrower sizing and lack of half-sizes, which can make fitting challenging for some customers.

Value-Focused Alternatives

Beckett Simonon Reid sneakers offer exceptional value at $169, with construction and materials that often surpass current GREATS quality. The major drawback is delivery time, as Beckett Simonon operates on a made-to-order model requiring 6-12 weeks. For customers willing to wait, the Reid represents possibly the best value in the category.

Thursday Boots Premier sneakers, at $129, offer Portuguese construction with full-grain leather uppers and custom rubber soles. The quality rivals current GREATS at a lower price point, making them an excellent budget-conscious choice. The aesthetic leans slightly more athletic than GREATS, but the overall package provides superior value.

User Review Summary

Reddit Review (u/ChristopherMarv): "I've had multiple pairs of CPs and tried out GREATS after they've been recommended here as CP alts for much cheaper. While GREATS aren't bad quality, I disagree they are 'CP level quality'. Leather quality feels much worse imo, more plastic. And just not near as solid as CPs."

Amazon Customer Review: "I love the look of these shoes, they are very cool and stylish. Unfortunately, after literally the third day of use, the interior lining started to come undone. The quality isn't what it used to be since the brand changed hands."

Stridewise Professional Review: "The Royale remains one of the best budget minimalist leather sneakers, with many of the hallmarks of sneakers that cost $100 more. However, the price unfortunately remains relatively high for what is now a fairly average build quality shoes."

For those interested in exploring broader footwear categories, consider our guides on bapesta shoes for streetwear-inspired options or clove shoes for professional healthcare environments.

Conclusion

After two years of wearing GREATS shoes and observing the brand's evolution, my recommendation is nuanced and depends heavily on price and individual priorities. At full retail prices of $180-190, GREATS shoes represent average value in today's competitive minimalist sneaker market. The post-Steve Madden acquisition changes have genuinely impacted quality, making them less compelling compared to both premium alternatives and emerging budget options.

However, GREATS shoes still offer solid construction and attractive aesthetics, particularly when available at discounted prices below $120. For those specifically drawn to the brand's slightly chunkier silhouette or wider toe box, the Royale remains a viable choice. The key is managing expectations and understanding that today's GREATS represents good value rather than exceptional quality.

The broader lesson from GREATS' journey reflects challenges facing many direct-to-consumer brands as they scale. Initial success often stems from founder vision and attention to detail, but corporate acquisitions can shift priorities toward profitability over product excellence. Understanding this context helps consumers make informed decisions about when and how to engage with evolving brands.

For 2025 sneaker shopping, I recommend trying multiple options within your budget range rather than committing to any single brand. The market offers more quality choices than ever before, from emerging direct-to-consumer brands to established alternatives improving their offerings. Whether you choose GREATS shoes or alternatives, prioritize fit, understand the break-in requirements, and maintain realistic expectations about longevity and performance.

Looking ahead, GREATS faces an interesting crossroads. The brand could differentiate itself by returning to premium materials and transparent communication about quality, or it could lean into competitive pricing while maintaining decent construction standards. Either path could succeed, but clarity about positioning would benefit both the company and potential customers.

Frequently Asked Questions

Are GREATS shoes worth it in 2025?

GREATS shoes in 2025 offer decent quality for the price point, but they're not what they used to be before the Steve Madden acquisition. The iconic Royale still provides good value at around $180-190, especially when on sale. However, if you're looking for premium materials and craftsmanship, alternatives like Koio or Oliver Cabell might be better investments. For budget-conscious buyers, GREATS remains a solid choice when available at discounted prices of $100 or less.

How do GREATS shoes fit and what size should I order?

GREATS shoes typically run about a half-size large, so most people should size down from their normal sneaker size. The Royale has a roomier, more bulbous toe box compared to competitors like Common Projects. If you normally wear a size 9 in Nike or Adidas, consider ordering an 8.5 in GREATS. The leather lining is thick and plush, which can make the initial fit feel snug, but the shoes will stretch slightly with wear. Unfortunately, GREATS doesn't offer wide width options currently.

What happened to GREATS quality after Steve Madden bought them?

Since Steve Madden acquired GREATS in 2019, several quality aspects have changed. The brand moved some production from Italy to Portugal, switched from premium Margom soles to their own custom rubber outsoles, and reportedly changed leather suppliers. Many longtime customers notice the leather feels stiffer and more 'plasticky' compared to pre-2019 models. The signature waxed laces were also replaced with regular cotton laces. While still decent shoes, they no longer offer the same luxury feel that originally made GREATS a Common Projects alternative.

What are the best alternatives to GREATS shoes?

The best GREATS alternatives depend on your budget and preferences. Koio Capri offers superior Italian craftsmanship with Margom soles for around $295. Oliver Cabell Low 1 provides similar aesthetics and quality for about $230. For budget options, Beckett Simonon Reid offers excellent value at $169 but requires 6-12 weeks delivery. Thursday Boots Premier is another solid choice at $129. Each alternative has trade-offs in terms of fit, delivery time, and aesthetic details, so consider your priorities carefully.

Where can I buy authentic GREATS shoes?

Authentic GREATS shoes can be purchased directly from greats.com, which offers the full range and frequent sales. Major retailers like Nordstrom, Amazon, and Huckberry also carry GREATS with reliable return policies. For discounted pairs, check Nordstrom Rack, Zappos, or eBay for authentic used options. The brand also has a flagship store in SoHo, New York. Be wary of prices that seem too good to be true, as counterfeit GREATS have appeared on some lesser-known websites.

How long do GREATS shoes last and how should I care for them?

With proper care, GREATS shoes can last 2-3 years of regular wear. The full-grain leather upper is the most durable component, while the custom rubber sole shows moderate wear over time. For care, use a magic eraser with water for white leather cleaning, condition the leather monthly with quality cream, and always use cedar shoe trees when not wearing them. Replace laces when they become frayed, and consider a professional resoling service when the tread wears down significantly, though this may cost more than replacement.