Sneaker culture is a male-dominated space. Its boom traces its origins to basketball and hip-hop, where the likes of Michael Jordan, Travis Scott, and Kanye West have created the most lucrative and sought-after silhouettes in history. But fast forward 38-something years since the Air Jordan 1 baptized the hype in 1985, sneaker culture has steadily become more inclusive.
In a 2023 report by international market research firm YouGov titled “The Sole Obsession: Inside the World of Sneakerheads,” 53% percent of today’s sneakerheads are male, compared to 47% for females. Previously, between 2016-2017, the women’s market grew five times compared to the men’s.
YouGov credits the growing diversity to social media, which has made trends, limited releases, and high-profile collaborations more accessible to the public. Brands have been quick to capitalize by tapping into either pop-culture influences or female athletes; Adidas and Jenna Ortega, PUMA and Fenty/Rihanna, and Nike’s well-received line with the WNBA’s Sabrina Ionescu are just a few examples in recent memory.
In the Philippines, women in sneakers is also a growing trend. Enter content creator Dani Alvarez (@StreetbyDani) who created Shoesters (shoe-sister: @shoesters.ph): a community of female sneakerheads. Dani first got into sneakers during her stint as a basketball varsity player in high school and college. Mixing in a pandemic and her filmmaking degree, the 31-year-old has created a female-centric platform that shares the same hype and reverence for the culture.
Complex Philippines talked to Dani about her best cops, her fellow Shoesters, and what women have to offer the sneaker community.
℅ Dani Alvarez
This is a hard question to answer. My Jordan 1 Low Travis Scott x Fragment has a special place in my heart because it was my first sneaker raffle win so imagine my excitement then.
Another favorite is the Ambush Nike Dunk High because I am a big fan of Yoon Ahn of AMBUSH and love how she designed her collab with Nike. But each pair in my collection is unique, making choosing favorites tough. So let’s just say, all of them. (laughs)
A lot of doors have opened. One of my dreams since I was a kid was to work with big sneaker brands like Nike, Jordan & Vans. Now, I get the chance to promote their products and be invited to exclusive events
Most importantly, I also get to meet other dream chasers who share the same passion. That's what inspired me to start Shoesters, a safe space and community for women in the sneaker world. I discovered the incredible power of connection and support.
℅ Dani Alvarez
Being a female sneakerhead is a journey filled with empowerment, creativity, and a unique sense of style. Our diverse approach to fashion adds an extra layer of excitement to the community. Whether we gravitate towards vibrant colors, bold designs, or a more minimalist aesthetic, each sneakerhead brings their own flavor to the mix.
There is a lack of smaller sizes in exclusive releases, but there’s hope as brands are recognizing the demand for true women’s sizes and more inclusive colorways. We’re slowly gaining more visibility and respect as passionate sneaker enthusiasts.
I got the idea to build a community when I was doing a YouTube video about female sneakerheads. I then started a Facebook group, sent invites, and now we talk about the latest releases, give style tips, and even sell our preloved kicks. We also do meet ups at Sneaker Expos, take group photos, and catch up when we can.
From there we just kept growing. Being a Shoester is a privilege because it's more than just a community; it's a sisterhood united by a common love. The sense of bonding and togetherness among members is truly remarkable.
We have exciting plans for more events. We hope to collaborate with sneaker stores and brands in the future. I envision our community growing bigger and stronger much like our sneaker collections.
So to all my Shoesters out there, keep rocking your kicks with confidence. Life's too short not to indulge in great shoes! Join our growing community and let's make memories, buy sneakers, and spread positive energy one sneaker at a time
℅ Dani Alvarez
℅ Dani Alvarez
℅ Dani Alvarez
Shoesters – Dani Alvarez
Shoesters – Dani Alvarez
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