Why Sneakersnstuff, which has finally landed in Japan, is supported by sneaker lovers around the world . | feature

Sneakersnstuff" has finally landed in Japan, and is supported by sneaker lovers around the world.

Sneaker Journal" is a Series that takes up various events related to sneakers and delves into them from a HOUYHNHNM perspective. This time, we interview Erik Fergalind and Peter Jonsson, who lead the Stockholm-based sneaker store "Sneakersnstuff (SNS)," which landed in Japan at the end of last year. The store already has stores in major cities around the world, but why open a store in Tokyo now at this time? What is the point of having a physical store when it is now commonplace to buy sneakers online? We asked them during their visit to Japan.

Photo_Shin Hamada

Interview & Text_Issey Enomoto

Edit_Hiroshi Yamamoto

The interior is stunning. Full of tricks that make you want to visit.

SNS" is very particular about its interior design, isn't it? Now that it is commonplace to buy sneakers online, what do you think is the meaning of having a physical store?

The elaborate interior is breathtaking. All the fixtures are one-of-a-kind, created especially for this store.
They are all exciting to look at.

Purikura in the store! The store is also full of other playful gadgets.
I won't reveal the details because it would be a spoiler. I urge you to visit and experience it for yourself.

Eric:When SNS first started, sales were about 50-50 between online and brick-and-mortar stores. But now, online sales account for more than 801 TP10T. We know this, and the reason we dare to set up a physical store is because we want to express our concept in a more realistic way. We also want our customers to have a special experience when they visit our store. We don't want to just display and sell limited edition sneakers.

Do you change the interior design and product mix in different cities?

Peter:Yes, we are changing it. Depending on the store, you can have a drink at the attached bar or relax with a cup of coffee. Of course, the interior of "SNS TOKYO" is also very special, and the product mix is completely different from that of other cities.

Eric:We are always open to everyone. We don't want to put a barrier between us and our customers. We want everyone who loves sneakers to come to our store. We want everyone who loves sneakers to visit our store and enjoy an experience that can only be had here.

The backyard stockroom is completely visible from the outside.
Such a situation shows the open attitude of "SNS.

The goal is "world domination" through sneakers!

What is your vision for the future of "SNS"?

Eric:Our goal is, to put it mildly, "world domination" through sneakers. Of course, this is not something that can be achieved immediately. We would like to take our time while respecting the local culture.

Finally, this may be a silly question, but do you two still like sneakers?

Peter:Yes, of course.

Eric:It has been and always will be all about sneakers for us.