EXHIBIT 10.01

                         EXECUTIVE EMPLOYMENT AGREEMENT

         This Agreement is dated as of September 9, 1998 by and between  Michael
Fine (the "Employee") and J. BAKER, INC., a Massachusetts  corporation  together
with any subsidiaries of the Company (the "Company").

         WHEREAS,  the Employee  and the Company  desire to set forth in writing
the terms and conditions of the Employee's employment agreement with the Company
from the date hereof;

         NOW,  THEREFORE,  in consideration  of the mutual  covenants  contained
herein, the parties hereto agree as follows:


         1. Employment.  Under and subject to the terms and conditions set forth
herein,  the Company  hereby  agrees to employ the Employee  during the Term (as
defined in Section 6 hereof) as its  Executive  Vice  President and President of
its JBI Footwear division (the "Division") and/or in such other senior executive
management  position(s)  with the Company,  or any parent or  subsidiary  of the
Company,  as the Board of Directors of the Company (the  "Board") may  determine
from time to time, and the Employee hereby accepts such employment.


         2. Duties.  The Employee  agrees,  during the Term and any extension of
the Term,  faithfully to perform for the Company, such duties as may be assigned
to him from time to time by the Company.  The Employee  further agrees to devote
his entire business time,  attention and energies exclusively to such employment
and to conform to the rules, regulations,  instructions, personnel practices and
policies of the Company and its subsidiaries,  as existing and amended from time
to time.  The Employee may be required to relocate his principal  residence only
to an area in which the Company or a subsidiary of the Company has or determines
to have significant operations.


         3.       Compensation.

         (a) Base Salary.  The Company shall pay the Employee during the Term an
annual  base  salary of not less  than  $400,000,  payable  no less  often  than
monthly, in equal installments.

         (b) Cash Incentive Compensation.  In addition to his annual base salary
as determined pursuant to Section 3(a), during the Term, the Employee shall also
be paid such amounts,  if any, to which the Employee is entitled,  as an officer
of the Company,  under the Company's Cash Incentive Plan (the "Incentive Plan"),
as from time to time such  Incentive Plan may be amended,  participating  with a
"target" level of incentive compensation of forty percent (40%) of base salary.


         4.       Other Benefits.

                  (a)  Fringe  Benefits.  The  Employee  shall  be  entitled  to
participate  in all  benefit  programs  that the Company  establishes  and makes
available to management  generally and in any event shall be entitled to receive
benefits at least  substantially  comparable to those  provided  pursuant to the
present practices of the Company and its subsidiaries.

                  (b) Paid  Vacations.  The  Employee  shall be  entitled  to an
annual paid  vacation of four (4) weeks in each  calendar  year,  to be taken at
such  time or  times as the  Employee  and the  Company  shall  mutually  agree,
provided,  however,  that no more than two weeks shall be taken during any three
month period  unless  otherwise  agreed upon by the  Company's  Chief  Executive
Officer.


         5.  Expenses.   The  Company  shall  reimburse  the  Employee  for  all
reasonable travel, entertainment and other business expenses incurred or paid by
the Employee in performing his duties under this Agreement upon  presentation by
the  Employee  of expense  statements  or  vouchers  and such  other  supporting
information  as the Company may from time to time  request,  provided,  however,
that the amount available for such expenses may be fixed in advance by the Board
after  consultation  with the Employee.  The Company shall also pay or reimburse
the reasonable  relocation expenses of the Employee (consistent with the present
policies of the  Company) in  connection  with a  relocation  of the  Employee's
principal  residence  outside of the greater Boston area required by the Company
pursuant to Section 2 hereof.


         6. Effective Date and Term. This Agreement shall become effective as of
the date  hereof  and the  Employee's  employment  under  this  Agreement  shall
commence  on such date and,  unless  sooner  terminated  as  provided  herein or
extended,  shall  continue for a term (the "Term")  ending on September 9, 2000.
The Employee and the Company have obligations hereunder extending past the Term.


         7.       Non-competition.

                  (a) During the Employee's  employment  under this Agreement or
otherwise and for a period of eighteen  months after the date of  termination of
such employment (the  "Termination  Date"),  the Employee will not,  without the
express  written  consent of the Company,  anywhere in the United  States or any
territory or possession  thereof or in any foreign  country in which the Company
was active as of the Termination Date: (i) compete with the Company or any other
entity directly or indirectly  controlled by the Company (each an  "Affiliate"),
in the Company's Business (as defined in Section 7(c) hereof); or (ii) otherwise
interfere with, disrupt or attempt to interfere with or disrupt the relationship
between  the  Company  or an  Affiliate  and any person or  business  that was a
customer,  supplier,  lessor, licensor,  manufacturer,  contractor,  designer or
employee  of the Company or such  Affiliate  on the  Termination  Date or within
eighteen months prior to the Termination Date.

                  (b)  The  term  "compete"  as used  in  this  Section  7 means
directly or indirectly, or by association with any entity or business, either as
a  proprietor,   partner,  employee,  agent,  consultant,   director,   officer,
shareholder  (provided  that  the  Employee  may  make  passive  investments  in
competitive  enterprises the shares of which are listed on a national securities
exchange if the Employee at no time owns directly or indirectly  more than 2% of
the outstanding equity ownership of such enterprise) or in any other capacity or
manner (i) to solicit,  hire,  purchase  from,  sell to, rent from, or otherwise
conduct  business  related to the  Company's  Business  with any party that is a
customer or supplier of the Company or an  Affiliate  or (ii) operate any retail
store or  licensed  footwear  department  ("Licensed  Department")  which  sells
products related to the Company's Business (as defined in Section 7(c) hereof).

                  (c) The term  "Company's  Business"  as used in this Section 7
means  the  operation  of or  employment  in  either  of  the  following  retail
businesses,  as a principal  business unit, either alone or in combination:  (i)
the  merchandising,  sourcing,  production,  marketing,  distribution or sale of
footwear for any or all of Footstar,  Inc.,;  Wal-Mart,  or Payless  ShoeSource,
Inc.; or (ii) retail stores offering casual clothing for "Big and Tall" men. The
term shall also include any additional  specialty  retail  businesses  which the
Company may  acquire  subsequent  to the date  hereof and which are  operated as
principal business units of the Company on the Termination Date.

                  (d) The term  "supplier"  as used in this Section 7 shall mean
any party or affiliate of a party from which, on the Termination  Date or within
eighteen  months  prior to the  Termination  Date,  the Company or an  Affiliate
purchased  products  sold by the  Company or an  Affiliate  or was in contact or
actively planning to contact in connection with the purchase of products sold by
the  Company  or an  Affiliate  on or before the  Termination  Date or which the
Company or an  Affiliate  was  contemplating  the sale of at some time after the
Termination Date.

                  (e) The term  "customer"  as used in this Section 7 shall mean
any  party or  affiliate  of a party,  that on the  Termination  Date or  within
eighteen  months  prior to the  Termination  Date,  was a  wholesale  vendee  or
prospective  wholesale  vendee of the Company or an Affiliate  or in  connection
with whose business the Company or an Affiliate operated a Licensed  Department,
a retail  store for the sale of casual  clothing  for "Big and Tall"  men,  work
related  clothing and uniforms for medical and laboratory  purposes or any other
specialty  retail  business which the Company  operated as a principal  business
unit on the  Termination  Date,  had contacted in connection  with the potential
operation of such businesses  within two years prior to the Termination  Date or
which the Company or an Affiliate was actively planning to contact in connection
with the potential operation of any such businesses on the Termination Date.


         8.  Confidential  Information.  The Employee will never use for his own
advantage or disclose any  proprietary or confidential  information  relating to
the business  operations or  properties of the Company,  any Affiliate or any of
their respective customers,  suppliers,  landlords, licensors or licensees. Upon
termination  of the  Employee's  employment,  the Employee  will  surrender  and
deliver to the Company all documents and  information  of every kind relating to
or connected with the Company and Affiliates  and their  respective  businesses,
customers, suppliers, landlords, licensors and licensees.


         9.       Termination.

                  (a) Death.  In any event of the death of the  Employee  during
the Term,  his  employment  shall  terminate  and the  Company  shall pay to the
Employee's  surviving  spouse,  or to  the  Employee's  estate  if  their  is no
surviving  spouse,  (i) the Employee's base salary for one year from the date of
death,  and (ii) amounts under the Incentive Plan, if any,  payable with respect
to the fiscal year in which his death  occurs  which  otherwise  would have been
paid to the Employee on the basis of the results for such fiscal year,  prorated
to the date of his  death.  Upon the death of the  Employee,  the  rights of the
Employee's  surviving spouse or estate  hereunder,  as the case may be, shall be
limited solely to the benefits set forth in this Section 9(a).

                  (b)  Disability.  In the event that the Employee  shall become
disabled (as  hereinafter  defined)  during the Term, the Company shall have the
right to terminate the  Employee's  employment  upon written  notice,  provided,
however, that in such event the Company shall (i) continue to pay the Employee's
base salary for one year from the date such termination  occurs, and (ii) pay to
the Employee  amounts under the Incentive  Plan, if any, which  otherwise  would
have been paid to the  Employee  on the basis of the results for the fiscal year
in which such termination occurs, prorated to the date of such termination.  For
purposes of this  Agreement,  the Employee  shall be considered  disabled on the
date when any  physical  or mental  illness or other  incapacity  shall,  in the
judgment  of a majority of the members of the Board,  after  consulting  with or
being advised by one or more  physicians (it being  understood  that one of such
physicians may be the Employee's physician but that the Board shall not be bound
by  his  views),   have  prevented  the  performance  in  a  manner   reasonably
satisfactory to the Company of the Employee's  duties under this Agreement for a
period of six consecutive months.

                  (c) For Cause.  "Cause"  shall mean the  occurrence  of one or
more of the  following:  (i)  Optionee is  convicted  of,  pleads  guilty to, or
confesses to any felony or any act of fraud,  misappropriation  or  embezzlement
which has an  immediate  and  materially  adverse  effect on the  Company or any
Subsidiary,  as  determined  by the Board in good faith in its sole  discretion,
(ii) Optionee engages in a fraudulent act to the material damage or prejudice of
the Company or any subsidiary or in conduct or activities materially damaging to
the property,  business or reputation of the Company or any  Subsidiary,  all as
determined by the Board in good faith in its sole discretion, (iii) any material
act  or  omission  by  Optionee  involving  malfeasance  or  negligence  in  the
performance  of  Optionee's  duties  to the  Company  or any  Subsidiary  to the
material detriment of the Company or any Subsidiary,  as determined by the Board
in good faith in its sole  discretion,  which has not been corrected by Optionee
within  30 days  after  written  notice  from  the  Company  of any  such act or
omission,  (iv) failure by Optionee to comply in any  material  respect with the
terms of his employment agreement, if any, or any written policies or directives
of the Board as  determined  by the Board in good faith in its sole  discretion,
which has not been  corrected by Optionee  within 30 days after  written  notice
from the  Company of such  failure,  or (v)  material  breach by Optionee of his
non-competition  agreement with the Company,  if any, as determined by the Board
in good  faith in its sole  discretion.  In such  event all  obligations  of the
Company hereunder shall thereupon terminate, including the obligation to pay any
amounts under the  Incentive  Plan with respect to the fiscal year in which such
termination  occurs,  but the Employee  shall be entitled to receive any accrued
salary and other amounts  under the  Incentive  Plan accrued with respect to any
prior fiscal years.

                  (d)  Without  Cause.  During the Term  hereof and prior to any
Change of Control of the Company,  the Company may terminate  this  Agreement at
any time  without  cause.  In such  event,  and  subject  to the  provisions  of
subparagraph (e) hereof with respect to the sale or liquidation of the Division,
the Company shall pay to the Employee,  in accordance with the Company's regular
pay intervals for its senior  executives,  an amount equal to the greater of (i)
the amount of Base Salary the Employee would have received  through the last day
of the Term or (ii) one (1) year of Base Salary.

                  (e) Change of Control/Change  of Management.  (i) In the event
the Employee's  employment  with the Company is terminated (A) by the Company or
(B) by the Employee for "good  reason"  within three (3) years after a Change in
Control of the Company  occurring during the Term hereof  (regardless of whether
such Employee's termination occurs after the expiration of the Term), or (ii) in
the event the Employee's  employment is terminated (C) by the Company (except if
such  termination is for "Cause" as defined in subparagraph  9(c) hereof) or (D)
by the Employee for "good reason" within three (3) years after the employment of
Mr.  Weinstein  with the Company has  terminated  during the Term hereof for any
reason including, without limitation, dismissal, resignation,  retirement, death
or termination for any other reason,  then, in such event, the Company shall pay
to the  Employee an amount,  in cash,  (the  "Severance  Payment")  equal to the
greater  of (i) the  amount of Base  Salary the  Employee  would  have  received
through the last day of the Term or (ii) one (1) year of Base Salary.

         In the event the Company determines,  during the Term hereof, to either
sell  the  Division  in its  entirety  as a  going  concern,  or to  discontinue
operation of the Division and to liquidate the  Division's  licenses,  inventory
and fixed assets, then, upon the occurrence of such sale or discontinuance,  the
Company shall exercise all reasonable efforts to offer the Employee an executive
position of  comparable  responsibility  within the  Company.  If the Company is
unable to offer the  Employee  such a  position,  the  Company  shall pay to the
Employee  an amount  equal to the  greater of (i) the amount of Base  Salary the
Employee would have received  through the last day of the Term plus one (1) year
of  additional  salary or (ii) two (2) years Base Salary  payable in  accordance
with the regular pay intervals for senior  executives of the Company;  provided,
however,  that any such  salary in excess of the  greater  of the amount of Base
Salary payable  through the last day of the Term or one (1) year shall be offset
by  any  salary  or  other  compensation  earned  by  the  Employee  from  other
employment;  it being understood that the Employee shall use reasonable  efforts
to find new employment suitable to his training and performance.

         A termination  for "good reason" shall be deemed to have occurred,  and
the Employee shall be entitled to the benefits set forth in this paragraph 9, if
the Employee  voluntarily  terminates his employment after the occurrence of any
of the following  events,  if either the  circumstances  set forth in paragraphs
(e)(i) or (e)(ii) has occurred: (i) the assignment to the Employee of any duties
inconsistent with the highest position  (including status,  offices,  titles and
reporting requirements),  authority,  duties or responsibilities attained by the
Employee  during the period of his employment by the Company;  (ii) a relocation
of the Employee outside the metropolitan Boston area; or (iii) a decrease in the
Employee's compensation  (including base salary, bonus or fringe benefits).  For
purposes  hereof,  "Change of Control of the Company" shall have the meaning set
forth  in  the  Company's  1994  Equity  Incentive  Plan,  as  approved  by  the
Stockholders  of the  Company  on  June  7,  1994  (and  without  regard  to any
subsequent amendments thereto).

         For purposes of this Agreement  "Base Salary" shall mean the Employee's
Base Salary as set forth in subparagraph  3(a) of this  Agreement,  as such Base
Salary may be increased from time to time. If any of the termination  events set
forth in this  subparagraph  (e) shall  occur  during  the Term  hereof or other
applicable time periods,  the provisions of paragraph 7 hereof shall be null and
void and have no further force or effect.

                  (f) In the event the  Employee's  employment  is terminated as
described in Paragraph 9(e)(i) above, the Severance Payment shall be made to the
Employee  in a  single  lump sum  cash  payment.  In the  event  the  Employee's
employment is terminated as described in Paragraph 9(e)(ii) above, the Severance
Payment shall be made to the Employee in accordance  with the Company's  regular
pay  intervals for its senior  executives  beginning  immediately  following the
Employee's termination of employment with the Company.

                  (g) Severance  Payment  Limitation Upon Change of Control.  If
all or part  of the  Severance  Payment  payable  to the  Employee  pursuant  to
subparagraph  9(e) hereof,  when added to other payments payable to the Employee
as a result of a Change of Control, constitute Parachute Payments, the following
limitation shall apply. If the Parachute Payments,  net of the sum of the Excise
Tax, Federal income and employment taxes and state and local income taxes on the
amount of the Parachute  Payments in excess of the Threshold Amount, are greater
than the Threshold Amount,  the Employee shall be entitled to the full Severance
Payment  payable under  subparagraph  9(e) of this  Agreement.  If the Threshold
Amount is greater than the Parachute Payments, net of the sum of the Excise Tax,
Federal  income and  employment  taxes and state and local  income  taxes on the
amount of the  Parachute  Payments in excess of the Threshold  Amount,  then the
Severance  Payment  payable under  subparagraph  9(e) of this Agreement shall be
reduced to the extent necessary so that the maximum Parachute Payments shall not
exceed the  Threshold  Amount.  The Company  shall select a firm of  independent
certified  public  accountants to determine  which of the foregoing  alternative
provisions  shall apply.  For purposes of determining  the amount of the Federal
income and employment  taxes,  and state and local income taxes on the amount of
the Parachute  Payments in excess of the Threshold Amount, the Employee shall be
deemed to pay  Federal  income  taxes at the  highest  marginal  rate of Federal
income  taxation  applicable to  individuals  for the calendar year in which the
Severance  Payments  under  subparagraph  9(e) of this Agreement are payable and
state  and  local  income  taxes at the  highest  marginal  rates of  individual
taxation in the state and locality of the Employee's  residence for the calendar
year in which the Severance  Payments under  Subparagraph 9(e) of this Agreement
are payable, net of the maximum reduction in Federal income taxes which could be
obtained from deduction of such state and local taxes.

         For purposes of this Agreement:

         "Parachute Payments" shall mean any payment or provision by the Company
of any amount or benefit to and for the benefit of the Employee, whether paid or
payable or  provided  or to be  provided  under the terms of this  Agreement  or
otherwise,  that would be considered  "parachute payments" within the meaning of
Section   280G(B)(2)(A)  of  the  Internal  Revenue  Code  and  the  regulations
promulgated thereunder.

         "Threshold  Amount" shall mean three times the Employee's "base amount"
within the meaning of Section  280(G)(b)(3) of the Internal Revenue Code and the
regulations promulgated thereunder, less one dollar.

         "Excise  Tax" shall mean the excise tax imposed by Section  4999 of the
Internal Revenue Code.


         10. Approval of Board.  The Company  represents that this Agreement has
been duly  approved by the Board and is in all  respects  valid and binding upon
the Company.


         11. Key Person  Insurance.  The Employee agrees to take such actions as
may be  reasonably  required to permit the  Company to maintain  key person life
insurance on the  Employee's  life in such amounts and for such periods of time,
if any, as the Company deems appropriate, with all benefits being payable to the
Company.  Upon payment by the Employee of the cash surrender  value,  if any, of
any such policy and any paid but unearned premiums for such policy,  the Company
will assign such policy to the Employee upon termination  (other than because of
the Employee's death) of the Employee's  employment with the Company,  provided,
however, that, in the event the Employee's employment is terminated by reason of
the  disability of the Employee and the death of the Employee may  reasonably be
expected within one year after such  termination as a result of such disability,
the Company shall not be required to assign any such policy.


         12. Notices. Any notice or other communication required or permitted to
be given  hereunder  shall be in writing  and shall be deemed to have been given
and  received  when  actually  delivered,  one  business  day after  dispatch by
telegraphic  means,  two business days after  dispatch by  recognized  overnight
delivery  service,  or five days after mailing by certified or  registered  mail
with proper postage affixed,  return receipt  requested and addressed as follows
(or to such other address as a party  entitled to receive  notice  hereunder may
have designated by notice pursuant to this Section 12):

a)                         If to the Company:

                           J. Baker, Inc.
                           555 Turnpike Street
                           Canton, Massachusetts 02021
                           Attention: President

                           b)       If to the Employee:

                           Michael Fine
                           =====================


         13. Severability. If any provision of this Agreement or its application
to any person or circumstances is invalid or  unenforceable,  then the remainder
of this  Agreement or the  application  of such  provision  to other  persons or
circumstances  shall not be  affected  thereby.  Further,  if any  provision  or
application  hereof is invalid or  unenforceable,  then a suitable and equitable
provision  shall be substituted  therefor in order to carry out so far as may be
valid or  enforceable  the intent and purposes of the invalid and  unenforceable
provision.


         14.  Applicable  Law. This Agreement shall be interpreted and construed
in accordance  with, and shall be governed by, the laws of the  Commonwealth  of
Massachusetts without giving effect to the conflict of law provisions thereof.


         15.  Assignment.  Neither of the  parties  hereto  shall,  without  the
written consent of the other, assign or transfer this Agreement or any rights or
obligations  hereunder,  provided,  however,  that in the event that the Company
sells all or  substantially  all of its assets the Company may assign its rights
and transfer its obligations hereunder to the purchaser of such assets. A merger
of the Company  with or into  another  corporation  shall be deemed not to be an
assignment of this Agreement, and, in any such event, this Agreement shall inure
to the  benefit  of and be  binding  upon  the  surviving  corporation  and  the
Employee.  Subject to the foregoing,  this Agreement  shall be binding upon, and
shall inure to the benefit  of, the  parties  and their  respective  successors,
heirs, administrators, executors, personal representatives and assigns.


         16.  Headings.  This section and paragraph  headings  contained in this
Agreement are for  convenience of reference only and shall not affect in any way
the meaning or interpretation of this Agreement.


         17. Remedies. It is specifically  understood and agreed that any breach
of the  provisions  of Section 7 or 8 of this  Agreement  is likely to result in
irreparable injury to the Company, that damages at law will be inadequate remedy
for such  breach,  and that in  addition  to any other  remedy it may have,  the
Company shall be entitled to enforce the specific  performance  of said Sections
and to seek both temporary and permanent  injunctive relief therefor without the
necessity of proving actual damages.


         18. Waiver of Breach.  Any waiver by either the Company or the Employee
of a breach of any provision of this Agreement shall not operate or be construed
as a waiver of any subsequent breach.


         19. Amendment of Agreement.  This Agreement may be altered,  amended or
modified, in whole or in part, only by a writing signed by both the Employee and
the Company.


         20.  Integration.  This  Agreement  constitutes  the  entire  agreement
between the parties with respect to the subject  matter  thereof and  supersedes
all prior  agreements  with respect to such subject  matter  between the parties
including, without limitation, that certain offer letter dated September 8, 1998
from the Company to Michael Fine, as executed by the parties.

         Intending to be legally bound, the Company and the Employee have signed
this  Agreement  as if under  seal as of the  date set  forth at the head of the
first page.

                                         J. BAKER, INC.


                                         /s/ Alan I. Weinstein              
                                         Alan I. Weinstein
                                         President


                                         /s/Michael Fine                       
                                         Michael Fine