Tapping into a new venture, Nicki Minaj described it as “an absolute dream come true.”

In an Instagram post, the “FTCU” rapper announced her collaboration with Løci for her first-ever sneaker collection. What’s more, she made it clear that she had ownership in the partnership rather than just having her name and likeness used.

“Thank you to my team for helping me make this dream come to fruition,” Minaj wrote in the caption. “This isn’t a sponsorship. I’m an owner & partner & we will be showing you the first complete collection on 4/12. Love you, BARBZ. THANK YOU.”


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Following Minaj’s announcement, the Barbz, her fanbase, created a big spike in traction for Løci. According to Forbes, the company’s website crashed after a 3,500% surge in traffic.

Launched in 2021 in London, England, Løci is a Black-owned vegan luxury sneaker brand, according to a press release. Founders Emmanuel Eribo, Philippe Homsy, Frank Eribo, and Mark Quaradeghini created Løci to champion sustainability through cruelty-free shoes using recycled plastic bottles and bio leather.

“Partnering with Nicki is a humbling moment for us all,” Løci Co-founder and CEO Emmanuel Eribo shared with Forbes. “Having Nicki Minaj place her faith in us as an owner, and her determination to elevate our brand on a global scale is a testament to our shared vision of challenging conventions and making a meaningful impact.”

Minaj’s sneaker line with Løci features 11 new sneaker designs and will be available on April 12, per the Instagram announcement.

While Løci is set to bring in an influx of customers thanks to its Minaj collaboration, the shoe brand has already been on a steady path of success. In 2022, the company raised a £4 million ($5 million USD) seed round and secured an investment from actor Leonardo DiCaprio, as shared in the press release. Moreover, in Løci’s first year, it raked in seven figures in sales.

Løci not only achieves significant funding for its company but also intentionally prioritizes helping the planet. The press release mentions that the company focuses on monthly production cycles to reduce waste and donates 10% of online profits to wildlife conservation charities.

Additionally, in 2022, Løci had “removed over 982,000 plastic bottles, land and ocean-bound, that are spun into a premium, durable material,” which is used for its sneakers.