Music creative Nicki Minaj has announced plans to launch a sneaker capsule in partnership with British sneaker brand Løci a Black-owned company that makes use of vegan materials. Themed on Minaj’s theme color of pink, the drop includes the brand’s Origin silhouette offered in multiple, pink colorways. All of the shoes made from bio-leather, a blend of non-food grade corn and recycled textiles.
Taking some design notes from classic court shoes, one of Origin silhouettes that’s been revealed thus far features features a pink and black upper and a black outsole. A raised version of Løci’s distinct logo is sewn on both sides of the shoe, while the shoe’s tongue and the box is adorned with an illustration of Minaj adorned with an intricate head piece. In addition to the black and pink pair, the brand has also revealed an all pink and a pink and white pair.
In the midst of her sold-out “Pink Friday 2 World Tour,” Minaj announced the collection on Instagram where she wished a happy birthday to her husband, Kenneth Petty, and revealed her collaboration with Løci would launch on April 12, 2024.
Headquartered in London Løci was founded in 2021 by Emmanuel Eribo, Philippe Homsy, Frank Eribo, and Mark Quaradeghini with the mission of crafting vegan lifestyle sneakers from recycled, renewable, and biodegradable materials. Each pair is made in Europe, with a pledge to donate 10 percent of profits to wildlife protection organizations.
Minaj is not only a collaborator with Løci, but also an investor in the company, a move that underscores her focus on supporting distinctive talent and Black-owned enterprises. Additional investors incude Leonardo DiCaprio, and former Adidas head of mergers and acquisitions Martin Ott, along with former Adidas vice president of global branding strategy James Carnes.
Priced from $185-$200, Minaj and Løci’s capsule will launch at 1:00 PM EST on April 12th on lociwear.com
