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Global superstar Nicki Minaj and UK-based sustainable footwear brand LØCI have unveiled their highly anticipated second collaboration, DØPAMINE, a limited-edition sneaker line blending avant-garde design with eco-conscious engineering. Launched on April 7, 2025, the collection builds on the success of their inaugural drop, reinforcing Minaj’s growing influence in the sustainable fashion space and LØCI’s rapid ascent as a leader in vegan footwear.
The DØPAMINE Collection: Bold Aesthetics, Bolder Impact
Priced at $145, the five-colorway lineup features chunky, sculpted EVA midsoles for cushioning, dynamic oversized lacing, and multi-textured uppers crafted from LØCI’s proprietary next-gen material. Each pair repurposes 20 recycled ocean plastic bottles, diverting waste from landfills and oceans—a direct response to the 11 million metric tons of plastic entering oceans annually (Ocean Conservancy, 2024).
“DØPAMINE signifies that rush when you’re at your highest self,” said Minaj, who serves as both creative director and equity owner in LØCI. “These sneakers are for walking, running, and transcending—on your terms. I’m proud to create something fly and fearless that also respects the planet.”
Nicki Minaj’s Expanding Fashion Empire
Minaj’s partnership with LØCI, founded in 2021 by brothers Emmanuel and Frank Eribo, underscores her strategic pivot from music to multifaceted entrepreneurship. Since their first collaboration in 2024, the brand has seen a 200% surge in sales, fueled by Minaj’s 150 million-strong “Barbz” fanbase and celebrity co-signs from Cardi B, Offset, and Naomi Campbell.
“Nicki’s vision challenges us to push boundaries,” said LØCI CEO Emmanuel Eribo. “She doesn’t just endorse—she innovates. DØPAMINE isn’t just a shoe; it’s a movement.”
The launch taps into the $25.3 billion vegan footwear market, projected to grow at 7.5% annually through 2030 (Grand View Research). As 68% of Gen Z consumers prioritize sustainability (McKinsey, 2024), brands like LØCI are outpacing traditional competitors by merging ethics with streetwear appeal.
Key competitors include:
- Allbirds: Known for merino wool runners but criticized for limited bold designs.
- Rothy’s: Focused on recycled plastics but lacking in unisex, high-impact styles.
- Cole Haan: Recently launched vegan lines but trailing in celebrity cachet.
LØCI’s edge lies in its celebrity-driven hype and Minaj’s knack for viral marketing. The DØPAMINE drop was teased via TikTok snippets of Minaj styling the sneakers with haute couture, amassing 12 million views in 48 hours. While luxury brands like Stella McCartney dominate high-end sustainable fashion, LØCI and Minaj are democratizing access. At $145, DØPAMINE sneakers cost 40% less than average luxury vegan footwear ($240–$400), per Statista. The brand’s use of ocean plastic also aligns with tightening EU regulations mandating 30% recycled content in textiles by 2027.
Early adopters praise the collection’s versatility. “I wore them to the gym and a rooftop party—they’re comfy and turn heads,” shared influencer @SneakerheadSophia in an unboxing video. The “Pink Friday” colorway, a nod to Minaj’s debut album, sold out within hours. LØCI plans to expand into apparel, leveraging Minaj’s design input. “This is just the beginning,” teased Eribo. “We’re redefining what eco-friendly looks like—loud, proud, and unapologetic.”
The DØPAMINE drop reflects a broader shift where celebrity influence drives sustainability. As Minaj noted, “Fashion shouldn’t cost the earth. With LØCI, we’re showing you can have it all—style, comfort, and a clear conscience.” With the second collection’s instant sell-out, LØCI cements its status as a trailblazer, proving that eco-consciousness and streetwear swagger aren’t just compatible—they’re the future.
