Footlocker is on a new mission. The home of all things sneakers and sportswear wants to be more than just a leading global retailer, but an outlet . To achieve its goal, the company launched a multi-faced incubator called Greenhouse.
Broken up in three facets, Greenhouse core values focus on empowerment, inclusion, and innovation. Inclusivity has been an ongoing issue in fashion and American society, but through collaboration the initiative aims to open the doors for more voices to be heard and uplift the next generation of creatives through big business. “From launching new brands to working with some of the biggest and brightest creatives in the world, the DNA of (Greenhouse) is rooted in youth culture and all of its iterations,” said Mel Peralta, Team Lead at Greenhouse.
The first set of collaborators for Greenhouse will include Los Angeles streetwear brand Diet Starts Monday, designers Dao-Yi Chow of Public School and Nicole McLaughlin, VFILES, Alife and Parisian-based brand Paperboy. Each project will range from apparel, footwear, art, and more, and will be available through the Greenhouse app. More collaborative projects will be announced at a later time.
“The idea for Greenhouse is the product of a year and a half of a collaborative effort to invite a community of our culture into our ecosystem and to have dedicated focus on them,” says Jed Berger, Foot Locker CMO. “We did that by creating a new team and by honing-in on our brand and product diversity, while still developing a space that lives without the pressures what some people perceive Foot Locker Inc. to be. Greenhouse is where it becomes less about the register and more about cultural relevance for the youth, without just borrowing from the culture but truly supporting and giving back to it.”
Footlockers new incubator launched on September 17. Download the app here.