In an environment where brands kept the same style in their line for years, British Knights is one of the first brands to recognize that the sneaker business was more about fashion than performance. By introducing a new collection three to four times a year, it became popular among 15- to 24-year-old males in urban communities. The classic, “the shoe ain’t nothing’ without the BK button” became the brand’s mantra in reference to the diamond-shaped BK logo plate which was on every shoe.