CUSTOM-made, crocodile sneakers coated in gold may not be your boilerplate shoe but APL is hardly your boilerplate antic brand.
Athletic Propulsion Labs (aka APL) is a Los Angeles-based affluence achievement sneaker characterization consistently apparent on the Kardashians, Jessica Alba and alike Oprah.
But APL’s ambit includes a akin of affluence alike the best acclaimed ancestors in America doesn’t own — $US20,000 ($AU28,000) runners.
Dubbed the “Lusso Supreme”, the crazily big-ticket APL shoes are corrective with 24 carat gold and carefully fabricated to order.
“We don’t alike accept a brace of them,” said APL co-founder Ryan Goldston. “They are on affectation in the office. They’re fabricated to order,” he said, abacus that the crocodile covering is soured from the “same acreage that Hermes uses for Birkin bags”.
“We were attractive for an addition in the affluence space, area we could absolutely actualize article and own the market.”
While Ryan and his adolescent APL co-founder, accompanying brother Adam Goldston, would not acknowledge specifics about sales of the $A28,000 sneaker, he said the cast had canicule area they had awash “multiple pairs through our website”.
The Goldsten brothers are in Melbourne to barrage APL’s newest accord — this time, with Australian fettle assertive F45.
Sold alone at F45 studios in Australia, the $270 shoes are advised with the gym chain’s 45-minute workouts in mind.
Based in an all-white flat in city LA, APL — which the Goldston twins started in their academy abode at the University of Southern California — has a huge celebrity following, and accept been beat by aloof about every Kardashian.
“One of the men’s buyers at Saks Fifth Avenue told us there were guys advancing in allurement for the shoes that Kim Kardashian was wearing, apropos to APLs,” Ryan said.
“Their appulse stems that far (to men). They were like, ‘I apperceive you backpack APL … I appetite the ones that Kim was wearing.’
“It was abundant for them (Saks) to accompany it up and acquaint us.”
Adam angelus in: “We’ve never paid anyone a dollar to abrasion our shoes”.
“That’s how we congenital the brand,” he said. “We’ve congenital relationships with them (celebrities) at this point, but a lot of them bought the artefact aboriginal … we’re not actively aggravating to acquisition bodies to accord shoes to.”
While abounding added antic brands are logo-focused, allotment of the address of APL is the attenuate branding.
“Most bodies don’t appetite to be a walking billboard,” Adam said.
“On our shoes, if you attending at them from the side, there’s no huge branding on it.”
The technologically-driven APL designs are so avant-garde that their shoe was banned from the NBA.
“We accept a patented technology that is a compression spring-based arrangement that sits in the forefoot, and that technology which is alleged ‘load and launch’ instantly makes you jump higher,” Ryan said.
“We did all the testing … guys off a academy campus got a up to a 3.5 inch (8.9cm) access instantly. And so that technology is what they (NBA) banned because they said it provided an disproportionate aggressive advantage.”
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