Global icon Nicki Minaj has joined mission-driven brand LØCI as an owner, with plans to release a limited-edition collection of sneakers that she personally designed. This union reflects the superstar’s long-time desire to not only design and develop her own sneaker collection, but to do so as a key equity owner. Nicki will be actively involved creatively as the business continues to grow and evolve, cementing itself as a premier black-owned business.
LØCI, a UK-based footwear brand launched in 2021 by two brothers, Emmanuel and Frank Eribo, has experienced rapid growth the past few years due to the popularity of their sneakers with celebrities around the world.
Nicki’s first limited edition collection with LØCI will include five (5) distinct styles, available in eleven (11) vibrant colorways made from LØCI’s next-gen material bio-leather, a blend of non- food grade corn and recycled textiles, and are priced between $185-$200 USD.
„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‘.“
LØCI CEO, Emmanuel Eribo adds, “LØCI is all about working with people who believe in our mission and see the world in the way we do. 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.“
