Black-owned, sustainable UK footwear brand LØCI has announced that American rapper Nicki Minaj has joined the brand as a co-owner and collaboration partner. After only 3 years in the sneaker world, LØCI has already garnered massive celebrity attention and love due largely to their urban-lux approach to footwear. Launched in 2021 by brothers Emmanuel and Frank Eribo, the brand strives to continually invest in next-gen materials, from recycled ocean plastic to their latest introduction of bio leather, all of which are 100% animal-free.
Now, with rap icon Nicki Minaj joining the mission-driven brand as an owner, Nicki will be actively involved in the creative business, allowing for continued growth, and they hope a new generation of fans will come to the brand. Nicki’s first limited edition collection with LØCI will include five distinct styles, available in eleven colourways, all made from LØCI’s next-gen material bio-leather, a blend of nonfood grade corn and recycled textiles.
“I’m absolutely thrilled to join the LØCI family as an owner,” Nicki expresses. “Their mission resonates with mine. Sneakers have undeniably played a transformative role in shaping my unique style, allowing me to boldly express my true self. I wanted to ensure that the culture I grew up with, one of never giving up, was mirrored in my collection. It’s more than just fashion; it’s a lifestyle. I’ll never put out a single pair that I don’t wear. My fans know that about me. It’ll always be ‘Nicki Approved’.”
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Nicki’s first collection will be released on April 12th, 2024, exclusively on LØCI’s website and priced between $185-$200 USD.