The sneaker game is pretty tight. With colossal brands like Nike, Puma, Adidas and even Converse dominating the market, you'd have to be delusional to dip your toe into the category. But don't tell that to rap superstar Nicki Minaj, who just dropped her first collection with British sneaker brand LØCI.
Minaj is actually now an owner of LØCI so introducing a collaboration is a natural fit. She sure knows how to advertise her new venture rocking a pair to a New York Knicks game over the weekend. She also flaunted her new colorful unisex sneakers on her Instagram Stories causing an even bigger stir. The Barbz is definitely feeling the collab as LØCI's website has already crashed twice with fans trying to be the first in line for the coveted kicks.
If you aren't familiar with LØCI, you will be. The British vegan sneaker brand is a relative newbie debuting in 2021. It also offers apparel and is already a favorite of A-listers. Think Leonardo DiCaprio, who became another investor last year. So why is LØCI attracting so many celebrities? Well, it's simple. Its sneakers are crafted from "next-gen materials," like recycled ocean plastic. Its latest offering is made from bio-leather, "a blend of non-food grade corn and recycled textiles."
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Another plus? Every pair is handmade in Portugal with 10 percent of profits earmarked for conservation charities that protect wildlife. As if Minaj personally designing the cool new collection isn't enough to make you sign up on LØCI's website so you can be one of the first to score a pair...or two.
The Nicki Minaj x LØCI collection drops on Friday (natch), April 12. Our advice? Make sure to register on the burgeoning brand's website so you don't lose this opportunity, especially since the website is currently online. While we're pretty confident that this is only the beginning of Minaj's collabs with the company, you definitely don't want to miss out on her debut offering because these kicks are bound to become collector's items.
