Nicki Minaj has officially joined the ranks of investors in the UK-based footwear brand LØCI, alongside Hollywood star Leonardo DiCaprio. With her support and global influence, Minaj is set to collaborate with LØCI on a limited-edition sneaker collection that aims to balance cutting-edge design, sustainability, and ethical production.
Here's ads banner inside a post
A Limited-Edition Collaboration
The unisex LØCI x Nicki Minaj sneaker collection will debut on April 12 and feature five styles in eleven colorways. Retail prices will range from £150 to £170. The shoes are crafted from a blend of bio-based leather—made partly from non-food-grade corn—and recycled fabrics, reflecting LØCI’s commitment to more eco-conscious materials.
In a statement, LØCI CEO Emmanuel Eribo commented on Minaj’s involvement, saying, “At LØCI, we’re passionate about having people believe in our mission and see the world the way we do. Nicki Minaj’s decision to put her trust in LØCI and help elevate our brand on a global scale is a testament to our vision of creating meaningful societal impact.”
Here's ads banner inside a post
Partnering With Uppfirst for a Seamless Launch
To kick off the collaboration, LØCI has teamed up with London-based startup Uppfirst, a new community commerce platform supported by Net-a-Porter co-founder Carmen Busquets. Uppfirst provides content creators and brands with technology that allows them to interact with their audiences while offering unique features such as product pre-sales.
For Minaj’s sneaker drop, Uppfirst’s platform will streamline the purchase process from pre-registration to checkout. Fans who register through Uppfirst will get priority access to the collection. Once the shoes go live online, registrants will receive a notification directing them to a dedicated LØCI page—powered by Uppfirst—to complete their purchase.
Uppfirst co-founder Ed Diner highlighted the importance of this approach, stating, “Our pre-sale function is a game-changer. It underscores our commitment to a more responsible commerce solution, which aligns perfectly with LØCI’s mindful production ethos. We’re proud that it not only meets customers’ expectations but also advances progressive practices within the fashion industry.”
Here's ads banner inside a post
A Vision of Ethical and Sustainable Fashion
LØCI was founded by Emmanuel Eribo in 2021 with the goal of creating sneakers that address environmental and ethical concerns often overlooked in mainstream fashion. Each pair is handcrafted in Porto, Portugal, using vegan leather and recycled materials. In addition, the company donates 10% of its profits to charities dedicated to wildlife conservation.
Since its launch, LØCI has raised over £4 million in funding, reached seven-figure revenues, and expanded into 26 global markets. Its sneakers are currently available via the brand’s website and at select high-end retailers such as Bergdorf Goodman, Nordstrom, Neiman Marcus, and Selfridges.
With Nicki Minaj now on board as both an investor and collaborator, LØCI is poised to further amplify its global footprint. Fans of the superstar rapper and those interested in sustainable fashion alike can look forward to seeing how this limited-edition collection—fusing Minaj’s signature flair with LØCI’s eco-conscious values—will make its mark on the sneaker world.
