The moment I stepped into Zouk, I was greeted not by blinding lights and booming sounds, but rather the sight of various locally designed streetwear, and a plethora of sneakers in every brand.
The place was bustling – besides the local streetwear vendors, there were also individuals selling their loots and even a booth for complimentary tattoos. Towards the end of the event, cheers rang through the place as the highlight of the day – the lucky draw – took place. Winners walked home with Adidas Yeezy Boost and Air Jordan XI Gamma Blue among other exclusive sneakers.
This was my first time at Sole Superior last year, a premier sneaker and streetwear convention in Singapore.
When I heard from my friends that only two guys were behind such an impressive event, I knew I had to find out more.
Jon And Dexter
Sole Superior was founded by two sneaker lovers – Jonathan and Dexter.
Contrary to what many may think, both of them are not in the sneaker business. Jonathan is a father to a three-year-old, and is currently between jobs. Dexter, on the other hand, is a teacher by day.
When asked about what ignited their love for sneakers, Jonathan says that he had started skateboarding in 1993 after watching Spike Jonze/ Tamra Davis’ direct Sonic Youth’s music video for 100%. He attributes his personal style and love for sneakers to that.
Meanwhile, Dexter’s love for sneaker began through basketball and watching the AND1 mixtape videos.
“AND1 incorporated sneakers, hip hop and flashy skills so it was basically an embodiment of sneaker collecting for me. Plus they had shoes with spinners on them!”
Their passion for sneakers is clear – they currently have more than 150 pairs of sneakers each. Admittedly, space is becoming a concern. Jonathan says that he’s planning to cut the number by half to make more space for his child.
Equipped with so much knowledge about sneakers, I wanted to know what their favourite ones were. It turns out that it is an upcoming collaboration – Novesta x Sole Superior Sea Masters.
This collaboration is meaningful for the pair as they got to make their very own pair of sneakers with a global brand that they “hugely respect” – something that Jonathan says they never considered possible when they first began organizing Sole Superior 5 years ago.
Dexter echoes his thoughts.
“Its surreal seeing the Sole Superior brand name on a sneaker collaboration – moreso with a sneaker brand who prides itself in creating affordable and functionable shoes, which is always a huge plus for me in this overpriced sneaker market.”
Beyond the collaboration, Jonathan mentions that he has an “an eternal soft spot for Jordans and Nike SBs”, but pragmatism with age and family commitments call for restraint. These days he collects the rare sneakers that are gifted to them from time to time. (Jon: Shoutout to New Balance, Vans and Reebok for the love)
Dexter loves the Nike Air Force 1s, but also likes a variety and so he has a little of everything. He mentions that his soft spot is for Converse, as it was “THE shoe of my childhood days”. Chuck Taylor high tops were his go-to for school.
The Birth of Sole Superior
It all started with two guys who were waiting in line for sneakers 7 to 8 years ago. They became friends, and would chat about sneakers. This eventually led to talking about other global sneaker convention-like events, and wondering why there wasn’t something like that in Singapore.
“We did our homework, checked with community “stakeholders”, used some life experience and took a calculated gamble. I hope we did okay.”
The first Sole Superior was “two guys literally doing everything” – this included sleepless nights and financial stress. Jonathan says that this process remains the same 5 years later.
Dexter elaborates, and mentions that it usually it starts with a “brainstorm session over beer and grub”. From there it follows a long list of settling the venue, poster designer, brands, vendors, logistics and operations.
Fortunately, they have been receiving support from the staff at Zouk for 4 consecutive years – for which they say that Sole Superior would not have been possible otherwise.
The first edition of Sole Superior saw more than 1,400 attendees, although this number has increased tremendously over the past 4 years. Last year’s Sole Superior saw a total of more than 4,000 attendees.
Growing Together
Jonathan and Dexter attribute the event’s growth to their partnership.
Dexter says, “I think Jon and I have very different skill sets that complement each other. I for one know nuts about music, programming and merchandise so Jon handles a lot of that while my events and design background makes it easier for me to the logistics and design side.”
Jonathan feels the same.
“Dexter is one of the most calm, easy-going, laid back, generous persons I know- which makes him a wonderful partner to have. We take criticism and compliments towards Sole Superior in stride; we listen to feedback, constantly reassess our strengths and limitations and try our best to improve from there.”
Over the past 4 years, many incidents have happened – but a few remain etched in the hearts of Jonathan and Dexter.
Jonathan recalls how DJ Soda bought a ticket to the 2014 event with her friends while on holiday in Singapore and uploaded several videos and photos onto Instagram.
However, his favourite moment was having a few teenagers thank him for the amazing event when they won some lucky draw prizes.
“They were just stoked that they could tell their friends they got into Zouk during the school holidays.”
For Dexter, his favourite moment was to finally get “seeded (sponsored) shoes”, which he says is always a dream for sneakerheads (those who have a passion for sneakers).
“Huge shoutout to all the brands who have generously gifted us these lovely kicks. *DJ Khaled voice* We appreciate you.”
Beyond the grandeur, what some may be unaware of is that the entire planning team consists of only the pair. However, Dexter mentions that there are a loyal group of friends who selflessly help them out on the event day “with all the nitty gritty things”.
Apart from that, Jonathan says that he’s thankful to have had the opportunity to work with our local talents.
“We’re very proud of our curation of Singaporean music acts, local artists and designers. Of those whom we’ve worked with many have gone on to really great heights, international acclaim and put out amazing work. It’s really a blessing and honour to have had the opportunity to work with amazing Singaporean talents.”
Lastly, I ask if there are any plans for Sole Superior’s expansion.
Jonathan says that they certainly will not rule out the possibility of working with the right partners – but for now they will take things as they come.
“If anything I’d like to see Sole Superior hosting sporadic pop up events on a smaller, more intimate scale with quality programming and curation; stuff that’s enriching, creative, fun and cool.”
Meanwhile, Dexter hopes to organize an event where all of the brands are featured strongly. He explains that they want to put on a good show for their guests, and brands play an inevitable part in that.
“So in the future, I do want Sole Superior to grow into an all-encompassing representation of the local street culture.”
Sole Superior 2017
This year, Sole Superior is back in its 5th edition at the new Zouk Singapore.
To celebrate turning 5, both Jonathan and Dexter have lined up various highlights to make sure that you have an unforgettable time.
This includes more than $30,000 worth of products to be given away, and an opportunity for attendees to give back to the community – charity fundraising and sneaker donation drives will be happening during the event.
Beyond the Novesta x Sole Superior Sea Masters, there will also be a release of the exclusive “head-to-toe” capsule of other Sole Superior collaboration merchandise. This includes a list of both local and international brands, and features the likes of New Era, XLARGE, Freshly Pressed Socks and Pras The Bandit.
Finally, making its debut this year is the official Sole Superior Afterparty, which features Fool’s Gold Records artist Falcons among other surprise musical guests.
For more information on this premier sneaker and streetwear convention happening in Singapore, click here.