In the ever-evolving world of sneaker culture, few stories resonate as deeply as that of SneakerDenn. Discovering Sneakers in 2018 he rose as a key figure for collecting rare and vintage sneakers. From signing up for raffles during the sneaker boom of 2019 to selling shoes to Virgil Abloh, the journey has been anything but ordinary. Today, we dive into the origins of Sneakerdenn and OutSoul, exploring the moments that inspired its creation and the stories behind the sneakers that have become a defining aspect of his burgeoning brand.
Can you tell us about the origins of Sneakerdenn and what sparked your passion for vintage sneakers?
Ive always been interested in footwear… it was my favourite thing to shop for but I was never conscious of sneakers or sneaker culture or anything like that. I really became aware in my fourth year of uni, my final year, when I was living in Camden. I’d walk by Offspring, Size? on Camden High Street, JD Sports, all that stuff started kind of playing with my mind. And then once I started, I dove into it pretty quickly and pretty deeply.
It was a time when the sneaker scene was incredibly hyped, driven by raffles and the overall sneaker boom around 2019. That was when I began signing up for raffles, marking the start of my journey. My first pair of Jordans came in early 2019, a Jordan 1, followed by a Jordan 4 and an Air Force 1, specifically the A-Cold-Wall collaboration. This led to my “Dunk awakening,” largely influenced by closely following Virgil Abloh.
I remember seeing some drops on the SNKRS app, like the Staple Pigeon Dunk. I was like, “Wait a minute – what is this?” It looked like a Jordan 1, but it was different. It wasn’t heavily covered by the media and was still somewhat slept on, so I started digging into Dunks and understanding skate culture.
I also saw Virgil rocking Dunks around that time, just before his Off-White collab on the three colorways, the Pine Green, UNLV, and Michigan Dunks. There were rumours he’d do a Dunk collab, and even in my short time in the sneaker scene, I knew Virgil’s impact on trends and the market was massive.
When I heard about the Virgil Off-White Dunks, I figured Nike would really push that model. I was really interested because it was similar to what people were into at the time (Jordan 1s) but a little different. There was so much to discover with Dunks, especially with older releases. Wearing Dunks made you stand out from the crowd. I dove into it and discovered all this history. I was finding cool pairs at really affordable prices online, so I trusted my instincts and started buying them up.
Then, right before COVID hit, around February 2020, I started my Instagram page. I was kind of getting banned on Depop because I was trying to avoid the 10% fee. Depop was where I initially started selling Dunks, but I transitioned to Instagram. I started posting cool pictures, and it all coincided perfectly with the Dunk craze of 2020. I was in the right place at the right time.
How did the concept of the brand OutSoul come about? And what are the key values and ideas that you aim to communicate through it?
My main interest in the whole vintage dunk space was rooted in all the stories connected to different pairs and eras. A lot of these stories are pretty niche, and I’ve always preferred focusing on the untold stories rather than the more obvious ones.
With OutSoul, my goal was to tell those stories through a brand, through clothing, not just about the pair, but sneaker culture as a whole. The logo, for instance, represents the sole of the Dunk and the Jordan 1, which aligns with the origins of sneaker culture. You could say sneaker culture really took off in 1985 with the Jordan 1, and not long after, the Dunk. So the logo itself reflects the brand’s mission: to explore sneaker history and tell stories through familiar elements, but without making them too obvious.
Your recent PlayStation theme drop is intriguing. What inspired you to pay homage to the PlayStation Air Force One? And how did you then approach the design process?
When I started out, I was looking for cool stories within sneaker culture to highlight. I did a few drops that I thought were interesting, like the Peter Moore T-shirt, which I was happy with, but it was definitely very niche. If my goal is to reach a wider audience, I have to think about how many people would actually connect with a Peter Moore shirt if they don’t already know the story behind it. You can explain the story, and people might appreciate it more, but it’s hard to convey that depth online, especially since not everyone has the patience to dive into it.
So, I started thinking about which stories from sneaker history would resonate more widely. The PlayStation Air Force 1, for instance, is one of the most iconic pairs in the culture. It’s the perfect mix of mainstream pop culture, through PlayStation, and niche sneaker culture, since it’s an iconic yet rare pair that few people know the full history behind. Many have heard of the PlayStation Air Force 1, but not everyone knows details like when it released, how many pairs were made, or the story behind Kobe Bryant’s reaction when he opened the box—an authentic, memorable moment in sneaker culture.
This story resonated with me because it combines retro gaming vibes with what’s true to the brand, which is sneakers. So, I took inspiration from the iconic gradient on the PlayStation Air Force 1, that light blue-to-pink fade, and built on it. I even found an old PlayStation hockey jersey and thought it would be perfect to rework it into a PlayStation Air Force 1-themed piece.
From there, I leaned into the retro PlayStation vibe for the pop-up experience, creating a “teenager’s room” setting with vintage TVs, posters, and that whole nostalgic atmosphere. It was the ideal blend of mainstream appeal and niche relevance, and it worked out really well.
How do you decide which vintage sneakers to archive and showcase? Do you follow a particular theme, era or is it just the unique stories behind each pair?
For me, it always starts with what I personally discover and get excited about, and then I want to share that. For example, I’ve never owned a Freddy Krueger or a Paris SB, not because I couldn’t, I could own and post them if I wanted. Sometimes, if a Paris SB crosses my path, I’ll post it because it’s something that’s always popular. But those aren’t the stories that really excite me. They’ve been told and, sometimes, even mistold. It’s a bit oversaturated—how many Freddy Krueger posts have you seen on Instagram in the past couple of years? Probably too many.
What truly interests me is adding value to the space by sharing the lesser-known stories behind niche pairs. It doesn’t even have to be ultra-niche, but something unique, like the Kanye Reebok samples. That’s one set of pairs I always wanted to track down because very few people have posted them or told their story properly. That’s the kind of thing that excites me, digging up rare pairs with a story that hasn’t been overexposed on social media.
What are some of the most interesting vintage sneakers in your collection? And is there any that hold particularly special meaning for you?
Those Kanye pairs are wild, definitely some of my favourites. I keep them in what I call my “vault category” so not really for sale. Sure, everything’s for sale at some point, but these are pairs I truly cherish just for owning. I feel like they add value to my ability to curate unique pieces. These are items I know I might not come across again, so they’re especially meaningful to me.
Some highlights of my collection include the Kanye S. Dots, and I recently picked up the Colette Gold and Pink Diamonds & Dollars BBC Ice Creams, which are virtually impossible to find. Another favorite of mine is my size 13.5 1985 Jordan 1 Chicago. I haven’t posted it yet, but it’s definitely one of those extra-special pairs that I’m not looking to sell.
The Ari Mentals are also up there. They’re not as hard to find, but I love the story, the design, and the execution. Plus, I have a personal connection with Ari himself, a legend in the sneaker world, who I had the privilege of interviewing. Having connections with the creators or people behind these shoes adds so much meaning.
Recently, I also managed to secure my grail, the OG FLOM. I never thought I’d get my hands on it, but it’s finally on its way. It’s exciting. And being a huge Futura fan, I’ve even had the chance to connect with him, which makes some of these pieces even more special. So, yeah, those are definitely up there as personal favorites.
OutSoul seems to be bridging the world of sneakers and streetwear. How do you see this relationship evolving in the future? Do you have anything lined up particularly?
My goal is definitely to bridge the gap between sneakers and streetwear. While sneakers are inherently part of streetwear, there isn’t really a brand that speaks authentically to both sneaker culture and style. There are a few “sneakerhead” brands out there, but they tend to lean tacky. I want to create something that elevates sneaker-inspired streetwear—pieces that people can wear with pride, that feel cool and connected to sneaker culture without shouting, “I’m a sneakerhead.”
Outsoul is designed to appeal to a broader audience. A non-sneakerhead can wear it, and it’s accessible enough to appeal to the mainstream. But at the same time, it speaks directly to people who love sneakers, giving them something that resonates on a deeper level.
And as for upcoming projects, we’re bringing this idea to life at events like ComplexCon. Every activation includes a sneaker element. For example, at our recent event in Paris, we had a PlayStation sneaker display featuring about ten pairs, including official collabs and PlayStation-inspired pairs. So, there’s always a link between our collections and sneakers, and I always make sure to display the pairs that connect with each theme. For me, streetwear and sneaker culture will always go hand in hand.
Who has been the most surprising person to rock one of your garments so far?
So, I recently shared a recap, and one moment really stood out for me. I don’t know if you’re familiar with Ireti – she’s based in London, originally from Nigeria, and she’s doing amazing work connecting African creatives with a global audience. She’s behind Street Souk, which is basically Africa’s answer to ComplexCon, the main streetwear cultural event there.
We have a good relationship, so I sent her some jerseys to connect with some of the talent she supports. Fast forward to the last day of Fashion Week, and I was totally exhausted, so I called it a night. The next morning, I woke up to videos from friends of Odumodu Black, one of Africa’s biggest artists right now, performing wearing the black OutSoul jersey. I totally missed it, and it was surreal seeing him in my design especially knowing Ireti made it happen.
Other cool moments included Wisdom Kaye, who’s huge in the fashion space, coming by the pop-up and picking up some gear. He’s been spotted wearing it, and that’s an honor because his style and content are on another level. Duke Dennis, one of the top streamers right now, also wore the jersey.
What I love most is that these guys are wearing it because they genuinely like it- not because they’re sneakerheads but just because they vibe with the product. That’s exactly what I’m aiming for: for sneakerheads to connect with it on a story level, and for the mainstream to appreciate it simply as a dope product.
How do you see the vintage sneaker market changing with its current downturn?
The sneaker market overall has definitely gotten tougher for everyone, even though vintage might be faring a bit better than the mainstream. It’s not as rewarding as it used to be, which plays a role in my wanting to focus on other things. I’ve been in the sneaker game for about four years now, and while the business side is important, I don’t want to stagnate just as a sneaker seller.
That’s part of why I’m expanding into other areas, like growing OutSole and creating content on Instagram and YouTube. With sneakers being less profitable, it naturally takes up a bit less of my priority now. This shift gives me space to create and explore new things, which keeps me moving forward.
Finally, what’s next for SneakerDenn? Are there any upcoming projects or collections or anything you’re particularly excited about and can share?
While nothing is set in stone yet, I’m actively working on various projects for 2025. My goal is to bring sneaker culture to life through engaging experiences that people can enjoy in the real world. I hope to partner with larger brands and platforms to realise these projects, whether at events like Paris Fashion Week or in the U.S. I plan to continue with independent pop-ups while collaborating with others who are doing exciting work in the space.
