Coast Guard officer Kenneth Jones wears his heart—and his hometown—on his sneakers. He serves at the Atlantic Area Communications Command Center in Norfolk, but also designs apparel rooted in service and seaside pride.
Jones was raised in coastal Virginia with a father who served in the Navy for decades. Years later, Jones himself joined the Coast Guard. Now, he’s working on the clothing and sneaker line KINDM, named for his kin and “personal kingdom.”
“It’s a kingdom that makes you, you,” he says.
A star of the collection is Jones’ ocean-inspired kicks, featuring the Neptune Statue of Virginia Beach on the insole, a mermaid swimming through waves across the side, and the message “By VA 4 VA Thank You” inside the shoe’s tongue. The standout sneaker’s first version went viral, making it to the Top 10 of a national design contest through footwear company ReverseLand. Jones’ recent drop of the VB Waves custom-designed shoe sold out; Coast Guard members across the country vied for a pair.
“At my job, in the Coast Guard communication center or at home with my family and fashion, I want to be someone who shows up…someone who sticks it out and gives it everything I have,” Jones says.
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This article originally appeared in the August 2024 issue.
