True To Us And Tobe Footwear Are Women-Led Companies Helping Grow Global Sneaker Markets
Tobe Footwear. Photo by Christie Ann Alice. @christieannalice
By Cassell Ferere originally published on Forbes.com
In a male-dominated sneaker market, women are reclaiming closet space and their mantle as shoe connoisseurs. Many women have matched their taste for sneakers, amassing collections that include staples like Retro Air Jordan 1s, New Balance runners, rare collaborations, and the many flavors of Yeezys. According to BuyShares data, global sneaker revenues are on pace to hit $66.3 billion this year, 2021.
Less than 2019’s revenue which raked in $69.6 billion, it surpasses this year's estimate. 2020 was most definitely the setback of all setbacks for everyone and every business around the world. Sneaker makers are pumping out more styles in more and more colorways. Patents on classic sought-after styles and resale markets have been inflating, and women have a myriad of opportunities to lace up their shoes and get in the game.
TObe Footwear. Photo by Christie Ann Alice.
Pop culture has seeped into the footwear industry forcing sneaker collaborations to peak, and so has its economic and social capital. With over 1 billion shoes sold every year, the sneaker resale market is estimated at $2 billion. By 2025 that amount should reach over $6 billion.
The sneaker market for women has more than doubled since 2016, according to StockX. An increase in female users of the sneaker reselling platform by 100 percent consecutive years indicates how desirable sneakers are to women. The market for exclusive sneakers has also grown for women by 1500 percent. This includes the sneaker models designed for women increasing their inventory numbers in retail.
A shoe designed today will have to be unique enough to turn heads. Beverley Tofuor chose to start her footwear in that spirit, adding her taste for sneaker design into the market. Launching in 2018, the UK-based shoe designer founded Tobe Footwear out of a love for good-quality shoes.
Jourdan Ash, founder of True To Us, holding her pairs of Nike Air Force 1s. Photo by Sarai Garcia.
SARAI GARCIA.
True to Us is an online platform for Black and Brown women to amplify their voices and presence in the sneaker industry and the streetwear culture. Jourdan Ash founded True to Us during the pandemic off the back of an edit test for a potential employer, at the time.
Ash mocked up an Instagram account that set up a platform that later became The True to US platform. She would converge that account into a sneaker and streetwear community for women. True to Us is bridging the gaps between consumer culture and brand identity as more women grow appetites for sneakers and streetwear…
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