GMG has signed a strategic distribution agreement with Sneaker LAB to meet the rising demand for sustainable consumer products across the GCC. GMG, a global well-being conglomerate, has entered into a strategic distribution partnership with Sneaker LAB, the South African-born, biotech-powered fashion care brand, to expand its footprint across the United Arab Emirates. This partnership […]

What began as a small South African concept has grown into a globally recognised brand that bridges science, sustainability, and street culture. Founded by Jo Farah, Sneaker Lab has become a pioneer in probiotic biotechnology for fashion care, leading international collaborations with names like New Balance, Nike, and Dior. In this conversation, Farah reflects on […]

Discover how Jo Farah’s Sneaker LAB transformed sneaker care into a movement where fashion culture meets conscious living. When Jo Farah launched Sneaker LAB in 2012, the fashion industry was on the cusp of being transformed by hypebeast culture. It was the year of Air Yeezy IIs, Virgil Abloh’s PYREX VISION, and collaborations where streetwear […]

On World Cleanup Day on 20 September 2025, Sneaker LAB and Sentinel Ocean Alliance are inviting Cape Town to join a Hout Bay cleanup. Sneaker LAB, the Cape Town-born global sneaker-care brand, is taking its sustainability mission beyond the shelves and onto the shoreline with a community cleanup in collaboration with Sentinel Ocean Alliance in […]

We are well aware that the sneaker care industry has long relied on chemical-heavy formulas to clean, protect, and restore footwear. Those of us in the sneaker community have always held true to the idea that sneakers transcend the footwear category; they are cultural symbols, and sneakers continue to be feats of design and engineering […]