Nicki Minaj to Launch Sneaker Collection With Loci
Stephen Garner
Senior Editor
Nicki Minaj is getting into the footwear game.
The rap artist, who is in the middle of her Pink Friday 2 World Tour, has teamed up with British footwear label Løci on a new collaboration.
Dropping on April 12, the new collection features five styles available in 11 colorways. Each shoe is made from bio-leather, a blend of non-food grade corn and recycled textiles. The collection will retail between $185 and $200.
“Creativity and freedom of expression are at the heart of our brand,” said Emmanuel Eribo, chief executive officer of Løci, in a statement. “That was something that really resonated with Nicki. We’ve given her a blank canvas, so to speak. Together we are not only building products that talk to our own values but also the values of Nicki’s fanbase and the world at large.”
Announcing the collaboration on Instagram over the weekend, Minaj called the new tie-up a “dream come true.”
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“I can’t wait for you guys to see my 1st collection!!!! Thank you to my team for helping me make this dream come to fruition,” Minaj wrote on Instagram.
Løci said Minaj has joined the sneaker label as part owner and collaborator, in a decision that “reflects Nicki’s commitment to supporting unique talent and black-owned businesses while also providing her with a platform to express herself creatively as both an artist and an entrepreneur,” the company stated.
“With her global status and dedicated following, the anticipation surrounding this collection promises exciting prospects for future development and collaborations,” the statement added.
Minaj isn’t the first A-list celebrity to invest in Løci. In October 2022, the vegan sneaker brand raised $4.5 million in a round of seed funding led by actor and environmental activist Leonardo DiCaprio. Martin Ott, Adidas’ former global head of M&A and venture, and James Carnes, Adidas’ former VP of global brand strategy and sustainability, were among additional investors that participated in the round.
Løci previously raised about $1.25 million in a pre-seed round in 2021.
Løci co-founders Eribo and Philippe Homsy launched the brand in April 2021 with a goal to produce vegan lifestyle sneakers made from recycled, renewable and biodegradable materials. Each pair is made in Europe, with 10 percent of profits donated to conversation charities focused on protecting wildlife.
Celebrity fans include Eva Longoria, Jessica Alba, Gabrielle Union, Naomi Watts, Sophie Turner, Ben Affleck and more.
