Sneakerheads share sole stories

Watching basketball matches on television, and following the star players and their styles was Alwarpet-based Manish Ravi’s entry into the world of sneakers. The 24-year-old student, who got his first pair seven years ago, now owns 130 pairs.
"Finding exclusive sneakers was very difficult back then. I used to send photos to my uncle who lives in the US and he would pick up limited-edition ones for me," he says.
Ravi is part of the growing sneakerhead culture in the country.One that has grown through dedicated groups and interactive online pages. These groups help both new and experienced collectors share information on where to find rare limited edition sneakers, exchange trivia, and engage in discussions on the topic.
Ravi, for instance, has found it easy and useful to connect with fellow sneakerheads across the country through social media platforms such as Instagram. It helps him stay updated about sneaker-related news and also build his network within the community.
Chennai is still in its nascent stage with regard to sneaker collection. However, it is rapidly growing due to the accessibility to retailers and resellers created by the community, says Ravi who has spent more than `30 lakh on sneakers. "Most of my sneakers are exclusive. My most expensive sneakers are the Off-White x Air Jordan which cost me `3.8 lakh," he says.
Bengaluru-based Sole Culture, a sneakerhead community created by enthusiasts Joel Rudolph, Jeffrey Stephen, and James Thomas, is one of the first groups formed for sneaker collectors to bond and share their love for shoes.
"We knew of people who were collectors, but there was no way for all of us to meet. Since Sole Culture began hosting events a few years ago we have seen a huge growth in the number of people coming together to appreciate sneakers," says Stephen.
The first event conducted by the community in 2017 saw about 17 participants, while the last event in February 2021 at Hard Rock Café hosted about 200 enthusiasts. "The events also help in the promotion of other related aspects of the sneaker culture, such as digital art, streetwear and posters," he says, adding that once the number of Covid-19 cases reduces, there are a few events and an upcoming sneaker store in the pipeline for Chennai.
The number of limited-edition sneaker drops by brands such as Nike, Jordan, and Yeezy today is much higher than a few years ago. Q"These brands put out a new collection very often and it is extremely difficult to get your hands on a pair. This is where raffle and resale come into play," says the 29-year-old marine engineer.
Those who are unable to purchase the newly dropped sneakers through raffle or retail usually purchase from resellers who sell them at a price higher than the retail price. "Reselling has become a lucrative business," he says.
Sneaker retail space is dominated by just about one or two major chains in India. Delhi-based Vegnonveg is one of the first and leading multi-brand sneaker stores in India with outlets in Mumbai and Bengaluru as well.
"We curate sneakers for all. Sneakers cannot exist without pop culture, sports, design, and other street-style art forms. While these became popular in India, sneakers also rose in popularity," says Henry Vinoth, brand and culture manager at Vegnonveg. "They are a form of self-expression, each person has a different story."
Omran Hamza, a member of Sole Culture and a sneakerhead from Bengaluru hosted a sneaker-themed sangeet during his wedding celebrations in 2019. "Every guest wore sneakers and for those who did not own a pair, I lent some of mine," says the 29-year-old advertising professional, who wore a black Adidas x Pharrell Williams human race NMD at the event.
Weddings and sneakers don’t end with limited edition brand wear. With companies such as Saree Sneakers, you can customise your pair with initials, hashtags, and designs in hand embroidery. "While most branded sneakers are not female-centric, we produce sneakers mostly for women who enjoy wearing fusion outfits," says Shruti Kasat, founder of Kolkata-based Saree Sneakers.
The brand has created a niche in the footwear market where the options are unlimited, says Kasat, who recently designed a pair of sneakers with a Harry Potter spell knit on them.
Sneakers are no longer just footwear, they are seen as a symbol of expression and status, owing to Black-American NBA and music artists, believes Vijay Sidhhartha, a sneaker collector and director from Mylapore. "Jay-Z brought me into this and I am proud to be a part of this community. And I intend to continue collecting," he says.