Chalhoub Group’s Web3 sneaker label SOL3MATES launches first physical brand SIROCCO

Luxury retailer Chalhoub Group’s web3-native sneaker label, SOL3MATES, in collaboration with French designer Kacimi Latamène, announces the launch of its first physical brand, SIROCCO. The new brand’s first drop is now available for pre-order on SIROCCO1.xyz, with delivery expected in May 2024.

Drops of SIROCCO will be season-less and limited in quantity. The inaugural drop, fully made-to-order, is capped at 500 pairs of sneakers, priced at $340 each. The sneakers will be available in two colourways ‘Blanc’ and ‘Noir’. The first drop is completed by two distinctive apparel pieces, designed by Kacimi Latamène, as a preview for his future SIROCCO apparel collection.

“Rooted in Dubai, SOL3MATES operates under Chalhoub Group, serving as a visionary platform for indie sneaker designers to bring their creative visions to fruition. The initiative breaks the mold of traditional sneaker brand collaborations by sharing ownership with the designers. The artists focus on their creative work and community, while SOL3MATES manages all other aspects. In this aspect, SOL3MATES is for designers what a record label is to music artists,” explained Nick Vinckier, Director of Corporate Innovation at Chalhoub Group.

The SIROCCO sneaker silhouette incorporates aesthetics that pay tribute to Latamène’s muse Zaha Hadid. The name SIROCCO refers to one of the eight Mediterranean winds that comes from the Sahara and can reach hurricane speeds in North Africa and Southern Europe, a tribute to the designer’s origin. The silhouette gives the illusion of being in constant motion, even when still.

A portion of the pre-order revenue from SIROCCO, 5%, will be channelled back to the owners of a SOL3MATES NFT, emphasising the brand’s commitment to its community. Owners of such SOL3MATES OG NFT will enjoy additional privileges – a discounted pre-order rate of 80$ along with free worldwide shipping. Sneaker enthusiasts will find each pair equipped with an NFC-tag, facilitating ownership claim and authenticity verification. This feature renders each pair uniquely numbered and verified on the blockchain, paving the way for the future of authenticity and resale in the sneaker industry.

More drops of the new SIROCCO brand by Kacimi Latamène and SOL3MATES can be expected later in 2024, which follows the seasonless trend. The second drop will include presence at selected retailers around the world such as Level Shoes in Dubai, Gallery Mexico and Atmos Japan.