About Us

The Lab exists to redefine fashion care.

Our story

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.

Our vision

To revolutionise care for personal belongings through innovative, environmentally responsible products, fostering a global community that values quality, sustainability, and shared knowledge.

The Lab is pioneering a new standard in fashion care - where science, sustainability, and style converge. Our innovative formulas, that are Green Tag certified, harness the power of nature’s beneficial bacteria to deliver high-performance care while minimizing environmental impact.

At The Lab, we believe that fashion care is more than just maintenance - it’s a movement. A movement away from disposable culture, toward intentional ownership and long-lasting expression. We equip our global community with the tools to extend the lifespan of what they love most that spans footwear, apparel, headwear, denim, and accessories - designed to clean, care for and protect wardrobes for the long term.

Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care.

Our guiding principles

We care — about people, communities, and the planet we share.

Innovation in Care

We push the boundaries of cleaning science, creating solutions that care for your belongings with precision and expertise.

Community & Education

We empower our community through knowledge, sharing insights that make mindful care accessible to all.

Environmental Responsibility

Every formula is designed to protect the planet, combining performance with sustainability at every step.

We Are Global

Shipping to over 60 countries

Operating for more than 12 years.
We employ and empower South Africans by manufacturing locally.

7 Global distributors

The Lab is built on a culture of care that goes beyond the basic cleaning and maintenance of garments. We care deeply for the environment and the communities that we serve, as we advocate for responsible, environmentally conscious practices in every aspect of our operations.

3,500 doors worldwide

Caring for the planet through our eco-conscious products that extend the lifespan of possessions and reducing waste.

Our Global Partnerships

Our Culture

The Lab is built on a culture of care that goes beyond the basic cleaning and maintenance of garments.

We care deeply for the environment and the communities that we serve, as we advocate for responsible, environmentally conscious practices in every aspect of our operations. For us, care is an expression of quality, respect, and responsibility towards our customers’ wardrobes and the world that we all share.

We work with a team of specialists to protect what you love so it lasts.

The Lab is built on a culture of care that goes beyond the basic cleaning and maintenance of garments.

We care deeply for the environment and the communities that we serve, as we advocate for responsible, environmentally conscious practices in every aspect of our operations. For us, care is an expression of quality, respect, and responsibility towards our customers’ wardrobes and the world that we all share.

Collabs.

Dior.

We collaborated with Dior on their Iconic Gifts collection, curating sneaker care kits designed to clean, protect, and maintain the luxury sneakers of Dior clients—delivering world-class performance and craftsmanship to keep every pair as iconic as the day it was first worn.

Learn more See all collabs

Sneaker Freaker.

We partnered with Sneaker Freaker to create a dedicated sneaker care kit that celebrates the culture. Designed for collectors, enthusiasts, and tastemakers, each kit offers effective cleaning and protection while honouring the artistry, history, and energy behind every pair featured in the Sneaker Freaker universe.

Learn more See all collabs

Lids.

In collaboration with LIDS, we created exclusive kits that combine practicality with premium care. Our kits protect and maintain every piece in your collection, reflecting LIDS’ commitment to style and sport.

Learn more See all collabs

Crocs.

The "Crocs Cleaning Wipes"

These eco-friendly Sneaker Wipes represent a significant step towards a more sustainable future for Crocs maintenance, aligning with both companies’ commitment to reduce their environmental footprint and to prolong the life of your beloved Crocs.

Learn more See all collabs

Karl Lagerfeld.

We’ve stepped into partnership with Karl Lagerfeld for the creation of a fully customized Sneaker Care Kit.

This complete Sneaker Care Kit offers sleek matte finishes along with our recyclable packaging and environmentally friendly products from our Sneaker Care range that provide elevated care for your Karl Lagerfeld sneakers.

The Karl Lagerfeld X Sneaker LAB Sneaker Care Kit will be offered as a gift to select Karl Lagerfeld customers in Europe.

Learn more See all collabs

Nike.

Our sneaker care kits are stocked in Nike stores globally, supporting athletes and enthusiasts alike. Designed for performance and longevity, these kits maintain the look and feel of the engineered precision of Nike’s sneakers.

Learn more See all collabs

FOM.

The Sneaker LAB x FOM Footwear Cleaning Kit includes our essential Sneaker Cleaner, Premium Brush, and a Sneaker Wipe – enabling quick, effective, and convenient cleaning for an on-the-go lifestyle.

Learn more See all collabs

G-Star.

In celebration of craftsmanship and conscious care, The Lab has teamed up with G-Star RAW to create a custom Denim Refresh - designed exclusively for South Africa.

This collaboration redefines what it means to look after your denim. Made with our signature biodegradable formula from our biotechnology, the Denim Refresh keeps your denim clean, fresh, and longer-lasting - without harming the planet.

Learn more See all collabs

“The Lab has built an incredible range of products. I have been using them for the last 3 years and my shoes still look brand new!”

Sportscene

“The Lab has built an incredible range of products. I have been using them for the last 3 years and my shoes still look brand new!”

Sportscene

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