About us

OUR STORY

The beginning of our story was never meant to follow the rules.

SNEAKERMASK™ was born in 2017 from the obsession of a sneakerhead who loved his kicks so much, he couldn’t bear to throw them away, even when they were completely destroyed. Instead, he gave them a second life. What was once dirty, dusty, and worn out became something bold, reimagined, and impossible to ignore: a face mask crafted from the soul of a sneaker.

From that one experiment, a movement began.

What started with masks soon evolved into a full-blown rebellion against fashion norms. The same creative mind behind the first mask began upcycling all kinds of athletic gear, transforming it into armor, hoods, gloves, jockstraps, harnesses, socks, and more. Every piece is handmade. Every piece tells a story.

This is a small queer business built by queer hands for queer people. We don’t design from the outside looking in, we are part of the scene, part of the world, part of the fantasy. We know what sportswear fetish is because we live it. We’ve felt it in the locker room, seen it in the club, and brought it to life in every stitch.

At its core, SNEAKERMASK™ is about reclaiming sportswear. The fashion industry has always tailored athletic aesthetics to please straight men, but we take it back, twist it, and reframe it for the queer gaze. We turn performance into provocation. We build garments not just to fit bodies, but to express identities.

Over the years, our work has spoken for itself. With well over a thousand sneaker masks sold, and more than two thousand SocksJocks and SocksMasks in circulation around the world, what began as a personal fetish has grown into a trusted name in queer gear. And trust matters: over 60% of our buyers come back for more. They’re not just customers, they’re part of the community. Part of the movement.

Global collaborations with Nike, Footlocker (Europe HQ), and Asics (Spain) catapulted SNEAKERMASK™ onto the world stage. Standout projects with artists like Travis Scott (who wore our custom-made gloves on his world tour), Kalash Criminel (who wore our TN mask in a music video), and Jamil Baida (whose video featured extras wearing the TN mask) each added their own raw energy to the vision.