Sneaker brand notwoways secures £2.3m investment to turbo charge growth

East London sneaker brand notwoways has secured £2.3 million in funding, primarily from a group of influential creators in the UK and Australia, including KSI, Miniminter, Vikkstar, LazarBeam and Lachlan.

The injection of capital will be instrumental in driving the brand’s growth, building a stronger design and production team and increasing the product offer with new silhouettes “in both physical and digital realms”. Building on the brand’s wholesale business is also part of the plan.

The brand was established in 2020 by Founder and CEO, Callum McGinley, and Co-Founder and Head of Design, Rockwell Princely, quickly establishing it as a one-to-watch in the industry.

From its inaugural sneaker, ‘Exuberance’, to its third and latest release, ‘Formula’, the brand continues to push boundaries and drive innovation and will release two additional models in 2023, as well as enhance the technical aspects of existing designs.

Since its launch in 2020, the brand has doubled in profitability year-on-year and is currently valued at around £20 million.

Princely said: “While we may be a young brand, notwoways has already demonstrated a strong trading history, with our products experiencing high demand and achieving rapid sell-through and sell-out times on our own platforms.

“We believe there is tremendous potential for omnichannel sales routes and collaborations both domestically and internationally, and we are excited to explore these opportunities.”

McGinley added: “The core ethos of notwoways is to create exceptional sneakers that bridge the gap between fashion-forward design and technical functionality. We are dedicated to offering our customers a unique blend of style, comfort, and affordability, without compromising on quality.”

There are also plans to “establish a content machine” to entertain and engage the brand’s audience across all social platforms, creating content that drives a high audience engagement and builds customer loyalty.