About Sneaker LAB

The Lab began in Cape Town in 2012, when founder Jo Farah set out to transform the everyday act of cleaning into something more meaningful. At a time when sneaker culture was exploding worldwide, the brand recognised that sneakers had become cultural currency, and caring for them meant preserving identity, creativity, and community. From that starting point, we explored how biotechnology could reshape fashion care. By harnessing the power of beneficial microbes, we created cleaning solutions that were effective, safe, and sustainable. What began as a sneaker-specific formula proved that science could change habits — and opened the door to something bigger. Since then, we have grown into The Lab — an expanded vision offering full-spectrum fashion care across sneakers, apparel, denim, headwear, and accessories; reflecting Jo’s belief that extending the life of what we love can be both a personal act of mindfulness and a shared, global responsibility. Today, The LAB continues to innovate across science, sustainability, and culture. With distribution in over 65 countries and 8 global partners, and collaborations with brands such as Nike, Dior, Sneaker Freaker and more, we are building a future where caring for what you wear also means caring for the planet.Read their story