Wednesday, May 22, 2024

Nicki Minaj Announces First Sneaker Drop With Eco U.K. Label Løci, Following Pink Friday Vegan Nail Launch


Nicki Minaj will release her first footwear collaboration, partnering with the “urban-lux” vegan sneaker and apparel brand Løci — her second vegan launch in less than a month following her Pink Friday vegan press-on nail debut.

Minaj’s new collaboration with the British eco-footwear label Løci, dropping on April 12, will feature 11 unique pairs of sneakers, showcasing Minaj’s flair for merging street-cool vibes with high-fashion elegance. The highly anticipated collection features designs that reflect the award-winning rapper’s bold and dynamic style. Minaj took to Instagram to share the exciting news, expressing her enthusiasm for her first sneaker collection and inviting fans to sign up for early access. “4/12 = 11 new pairs of my OWN sneaker,” she wrote, highlighting the collection’s diversity and her direct involvement in its creation as owner of the collection. “11 completely different designs for you to choose from. An absolute dream come true. I can’t WAIT for you guys to see my 1st collection!!!!” Her post not only served as a big reveal but also a thank you note to her team and fans, underlining her role not just as a sponsor but as an owner and partner in this venture.

The Leonardo DiCaprio brand is a celebrity favorite with Eva Longoria, Kristen Bell, Ben Affleck, and Robert Downey Jr. among its fans. A pregnant Princess Eugenie was recently spotted wearing Løci during Art Basel in Hong Kong. Last December, the label partnered with Lucy Hale of “Pretty Little Liars” on a collection featuring bamboo, cork, and recycled nylon.

DiCaprio backed a £4 million ($5 million) seed round in 2022. Last year, Løci debuted vegan corn leather as part of its ongoing sustainability commitments. “We believe that the measure of our success lies in the magnitude of our impact,” CEO Emmanuel Eribo, said in a statement at the time. “Today, it is crucial to go beyond creating exceptional products; we are here to drive change. That is why it is always imperative for us to think differently and swim against the tide.”

Løci has expanded into more than two dozen global markets and partnered with luxury retailers including Bergdorf Goodman, Neiman Marcus, and Bloomingdales. Ten percent of all online profits go to various wildlife conservation charities, and 10 percent of all proceeds go toward ocean conservation efforts. Every pair of Løci originals uses 20 plastic bottles. The company says it has also removed a million ocean-bound plastic bottles, turning them instead into material for its sneakers.

The fan reaction to Minaj’s announcement crashed the Løci website, Forbes reported, causing “a seismic 3,500 percent surge” in website traffic. “Partnering with Nicki is a humbling moment for us all,” Eribo said. “Having Nicki Minaj place her faith in us as an owner and her determination to elevate our brand on a global scale is a testament to our shared vision of challenging conventions and making a meaningful impact.”

The new footwear features a regal stamp on the shoe tongue, which nods to her British roots as well as Løci’s and will be available while supplies last — which, given the buzz, won’t likely be very long.

Nicki Minaj with her new shoes.
Nicki Minaj shoes off her new shoes | Courtesy / Instagram

The Løci collab follows Minaj’s recent launch of Pink Friday press-on nails. The vegan and cruelty-free press-on nail brand claims to be the first that allows customers to customize the shape and length of each nail design. The label launched with 11 designs in a range of colorways including matte and chrome bases. Minaj says she spent more than a year developing the company.

“When I became a mom, I couldn’t spend as much time getting my nails done as when I only had to worry about me, so it became a necessity to create fly, quality press-on nails,” Minaj said in a statement. “I told my team when we started Pink Friday Nails that if I don’t want to wear them, I’m not going to even attempt to sell them because our customers aren’t stupid. Pink Friday Nails are the ACTUAL nails I wear designed by my ACTUAL nail tech. And I have VERY small nail beds, so normally press-ons are way too big and don’t hit the same. Our nails come from short to the longest length I wear, in ALL shapes, all sizes, and polishes.”

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