That's 5 | Sneaker Sisterhood

2019. February. London. Offspring has given priority access to women for the release of the Air Jordan 1 Blue Chill’s leading to a big group of female sneakerheads to gather at Selfridges on Oxford Street. This was the start of what is now known as Sneaker Sisterhood, one of the biggest female sneaker collectives in Europe. The catalyst of that women’s release led to a group of about 30 women to create a group chat, and a smaller subset of 4 women to decide to take this group to new heights, providing women from all walks of life a safe space to create, discuss, and meet in the love of sneakers.

Sneaker Sisterhood started off as an Instagram page created by Ja’e (@hausofjae), Chelsea (@chelseadawna), Juelz (@crown_juelzz) and myself, Giulia (@giuliaz12). The page allowed us to showcase diverse women with eclectic collections and different styles – something we felt brands were really missing the mark with. Since then, the page has evolved into a Facebook group where we discuss anything and everything fashion and sneakers, a Clubhouse group where we host live sneaker talks every Tuesday, and a merch store where we work with female creatives to release clothing and accessories. We have had the pleasure to work with brands such as Merrell, Saucony, adidas and Mizuno, and we hope to work with many more in our future.

For the latest instalment of That’s 5, I sat down with my co-founders to discuss their influences and where they see the future of Sneaker Sisterhood.

@Crown_Juelz

Juelz is a photographer and creative from London. She works with children in London and always finds a way to bring her unique style to the forefront of her work.

What influences you?

Music and basketball have played a huge part in influencing me throughout life. There have also been many women that have been essential, especially when I feel more feminine, from Missy Elliot, Tamara Young, Da Bratt, Teyana Taylor, Coi Leray, Aleali May and Vashtie. Comfort, Functionality and style are key for me.

What do you think is overrated?

Any Off-White Nikes especially the Chicago 1s (I’ll give the Sail 4s a hall pass as I think that is a beautiful shoe). Of course, I own a few pairs, but I believe there are better sneakers without collabs that collectors miss out on as they don’t get as much hype.

What do you think is underrated?

Silhouettes such as the Reebok Questions, Griffey’s remind me of Air Max 95s and Uptempos. I love a real hearty chunky sneaker. The old Nike SB and non-SB colourways that dropped before the hype like White Widows, Firecrackers, Flamingos and Pushahead 1 & 2.

What are you most excited about right now?

Sneaker wise I am super pumped for the Lighting 4 release, as a 4s enthusiast I have been waiting for these for so long and really hope I can get my hands on a pair. Once the UK lockdown is semi lifted, I am ready to push forward with the Sneaker Sisterhood working with brands and continuing to support and unite female collectors.

What’s next for you?

I am really looking to push forward with my photography, starting to create a portfolio and would like to have my own exhibition displaying my work in the near future.

@Hausofjae

Jae is a London based creative working in the media industry. Her Jamaican flair and her love of nature shine through as soon as she enters a room.

What influences you?

My Jamaican heritage and nature. The impact that such a small island has had on the world through music and food is just mind-blowing. Nature influences me daily, just stepping out into the garden and enjoying the creations of the universe.

What’s the most overrated?

The idea of “celebrity” and “iNfLuNcErs” – #snore. There is more to life and so many things in the world to enjoy and be concerned about.

What’s the most underrated?

Simplicity. People (even myself at times), love to overcomplicate things. Sometimes just take it easy and do the least!

What are you most excited about right now?

I am excited to be free to roam again. We’ve been in lockdown for a year now and my feet just want to travel. I have also missed connecting with friends and family in real life so I can’t wait for a nice little F&F BBQ!

What’s next for you?

There are lots of things bubbling in my head, so I just need to put pen to paper and make them happen. Then of course continuing to drive The Sneaker Sisterhood to greatness.

@ChelseaDawna

Chelsea is a stylist from London with a love of the 80s, as well as a mother, with an extensive kids sneaker collection!

What influences you?

I was always called a ‘Tom boy’ growing up for my style as you would find me wearing tracksuits and sneakers all the time. The 80s and 90s have been most influential in my style, as well as streetwear culture. It is something that allows me to express myself fully. My son is also a huge influence in my life. He is always there to remind me to continue growing and becoming a better person each and every day.

What’s the most overrated?

Lace swaps. Recently the sail colour laces in every sneaker has taken the world by storm. I think sometimes it works but it definitely feels like overkill right now. Just rock white or black laces, there is nothing wrong with it!

What’s the most underrated?

Going for a walk to clear your mind. Lockdown has really shown me how important it is to get 30 minutes of fresh air is, and how heavily it affects our mental health. If you aren’t currently doing it, I recommend it! Be kind to your mind always.

What are you most excited about right now?

This year for sneakers is already looking crazy.  Some amazing pairs have already dropped like the Neutral Greys Air Jordan 1 85’s, and I am excited about what is yet to come.

I’m also excited to be able to hopefully see my family once lockdown restrictions in the UK have been lifted, and to get back into working in the fashion industry again. In terms of Sneaker Sisterhood, I’m hugely excited to push this forward and bring awareness and attention to women in the sneaker community.

What’s next for you?

I’m looking forward to working with brands again and going back to helping small start up brands with their styling and designing their collections. I love helping people bring their creativity and ideas to life.
I will be starting my own fashion brand, getting back into designing for myself is honestly amazing and long overdue! Just getting back to being creative again and seeing where this new venture will end up, is extremely exciting.

I’m also working on new ways to bring awareness to Mental Health online for everyone. This is something that’s always been very close to my heart and I want to keep working on.

@Giuliaz12

Giulia is an ex-basketball player that now works in the sports and gaming industry. She loves creating content that interlaces sport and streetwear.

What influences you?

It is hard to say as I have about 12 different personalities I dress for! So I could go from wearing flare pants and a roll neck to thinking I am Allen Iverson with baggy shorts and a headband. I’d say my biggest influence is basketball though, and finally seeing WNBA players brought to the forefront really helps me shape my style.

What do you think is overrated?

Fitting in. Growing up everyone is told they need to fit in and be part of the cool crew, but with the Sneaker Sisterhood we have realised it’s okay to be a little different, you will find your crew and your family, that shares the same passions and values as you, and it will be the best feeling in the world.

What do you think is underrated?

Record players and vinyls. There is nothing I love more than my morning routine, playing one of my many records and sipping on my coffee. In terms of sneakers, I have to agree with Juelz, I wish I could see more old school Reebok and Nike basketball silhouettes, especially in Europe as we rarely get those goodies

What are you most excited about right now?

For sporting venues and travel to re-open. I try to travel to the US every year to catch a couple of NBA and WNBA games in the summer, so I hope to be able to do this again soon! Also planning on going to some Euroleague games if we open up soon.

What’s next for you?

I have started a new job in gaming and eSports so looking forward to getting in full-swing with that, as well as building the Sneaker Sisterhood network. I absolutely love meeting new people and I have found us some incredible brand opportunities, so I want to work hard to do more of that and make sure diverse women can be showcased in all their glory.