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Nicki Minaj teams up with LØCI on vegan sneaker range

Chloe Burney
03 April 2024

Just weeks after Nicki Minaj launched a press-on nail range, the rapper continues her entrepreneurial endeavours by releasing a collection with vegan sneaker brand LØCI.

According to LØCI’s website: "Minaj has meticulously curated a collection that blends street-cool aesthetics with high-fashion chic."

The superstar took to Instagram to announce the 11-piece collection writing: "4/12 = 11 new pairs of my OWN sneakers. 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!

"...This isn’t a sponsorship. I’m an owner & partner & we will be showing you the first complete collection on 4/12. Love you BARBZ."


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A post shared by Barbie (@nickiminaj)

LØCI is a British vegan footwear brand that launched in April 2021. Each pair of unisex shoes is crafted from 20 bottles of plastic harvested from the Mediterranean and the Atlantic Coast of Africa that were bound for land-fill sites and 10% of the proceeds are donated to planet-protecting causes.

Minaj isn’t the first A-lister to invest in the brand - although she is not yet listed as an owner or investor. In October 2022, actor and environmentalist Leonardo DiCaprio became a strategic investor.

The new LØCI x Nicki Minaj sneakers will be available on 12 April on the brand’s official website powered by UPPFIRST, the community sales engine for creators.

UPPFIRST’s pioneering ecosystem will facilitate the journey from pre-launch sign-up to purchase. The company's approach to community commerce – that’s as intuitive to use as social media, yet as powerful and scalable as the largest online marketplaces – is primed to handle the immense demand a collaboration of this magnitude commands.

"The pre-sale functionality is a game-changer. It embodies our commitment to a more responsible commerce solution, aligning with LØCI's ethos towards more thoughtful production. We take pride in championing a model that not only satisfies customer anticipation but also advances forward-thinking industry practices," said Ed Diner, Co-Founder of UPPFIRST.

Last month, Minaj became the latest celebrity to venture into the business of beauty with the launch of her press-on nail business. Launching with 40 customisable styles - from minimal coffin-shape nails to maximalist almond-shape nails - the brand caters to nail needs of all shapes, sizes and lengths. We await to see if Minaj continues to expand within the beauty and fashion sphere.

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