Ron Rider is a big fan of boots.

Though he is already market manager for Romano Martegani and footwear buyer at Franco’s Fine Clothier in Richmond, Va., Rider is taking on even more: He’s building a men’s brand named Rider Boot Co. The collection soft launched this fall and officially debuts in January.

“I don’t want to be a pioneer as far as doing something crazy pattern-wise,” Rider said. “I’m going to take classic patterns, do them on updated lasts, with unique materials.”

The result is a lengthy list of styles and sizes, such as three-eyelet chukkas, wingtips with leather soles and a balmoral cap-toe. Rider has developed every part of the business — from the materials made by Horween Leather Co. in Chicago to production at Calzaturificio Cortina in Northern Italy. He’s offering stock for retailers, single-pair specials and custom shoes. Prices range from $550 to $1,500 for regular calfskin, and $775 to $1,200 for in-stock shell cordovan. (Special makeups will cost $1,600.) Wait time for specials can take up to eight months, while retailers will wait three to four months for orders.

So far, Rider Boot has been picked up by Andrisen-Morton in Denver; Capra & Cavelli in Austin, Texas; Heimie’s Haberdashery in St. Paul, Minn.; and Finn Clothing in Portland, Ore. Also, Leffot in New York will carry three styles, including an exclusive shell cordovan laceup.

“As a retailer, to have an exclusive is great,” said Steven Taffel, owner of Leffot. “To come up with a special color is exciting for me, but also for the clients. They are always looking for something unique.”

Footwear News caught up with Rider at a trunk show at Leffot to find out why now is the perfect time to launch a men’s brand.