We're Evolving

For thirteen years, we’ve been part of a quiet counterculture.

While the world chased hype and novelty, we focused on what was already here. On the sneakers that had been worn in. The jackets that carried seasons. The denim that softened with time. We believed then, as we do now, that care is a cultural act, and that how we look after what we own says everything about how we move through the world.

What began as Sneaker LAB, rooted in biotechnology and a sneaker care solution, has grown into something broader, more considered, and more connected. We’re proud to introduce the next chapter of our journey.

We are evolving into The Lab.

Our transition to The Lab represents a natural evolution in how we think about fashion care. As we’ve grown across borders, cultures, and communities, we’ve come to understand that care doesn’t stop at sneakers. It extends to apparel, hats, denim, and the everyday pieces that form the backbone of personal style.

This evolution reflects a broader, more inclusive vision for fashion ownership and self-expression. One where extending the lifespan of what we already own is not a compromise, but a conscious choice. One where caring well becomes a way of preserving meaning, identity, and value over time.

Appreciating the things we covet has never been the problem. Cherishing what we already have, and taking responsibility for its longevity, is where true stewardship begins.

Our formulations harness the power of beneficial bacteria to clean and protect at a microscopic level, delivering high performance with a low environmental footprint. But the science is only part of the story.

What truly drives us is the belief that fashion care can be a daily act of consciousness. A way of resisting throwaway culture. A way of honouring the stories carried in what we wear. A way of extending the life of garments and the systems that support them.

Every product we create, every initiative we support, and every partnership we form is guided by our core principles: Clean. Care. Protect. These pillars remain unchanged, even as our name and scope evolve.

Our new logo and visual identity reflect this shift. Minimal, deliberate, and timeless, it sits at the intersection of science and fashion, technical but human, clean but not sterile. It’s designed to stand the test of time, just like the values it represents.

While the look has evolved, our purpose has not. We remain committed to redefining fashion care, fostering a global community rooted in quality and shared knowledge, and building solutions that serve both people and the planet.

This rebrand is not a finish line. It’s a continuation. It isn’t the end of Sneaker LAB, it’s the start of something better. It’s a quiet strength that shapes the future; one choice, one action, one intention at a time.

This is The Lab.
Led by science, committed to care.