Lisa and Jessica Kistermann had conceptualized the idea of embarking on a sneaker brand while they were studying in London. Here’s how their inclusive and progressive vision is getting them noticed.
London based sneaker brand Crime London is grabbing the headlines these days for its ultra-snazzy sneakers that have won the hearts of many. Started in 2012 by sisters Lisa and Jessica Kistermann, the brand exudes inclusivity in style and the entrepreneurial spirit of the duo who aim to capture the mood of East London through their sneakers. The makers of the brand, the Kistermann sisters had conceptualized the idea of embarking on a sneaker brand at a young age when they were studying in London. They realized how there is a vacant spot for premium quality sneakers, available in a wide variety of sizes and styles at a reasonable cost. Moreover, the sister duo realized how the sneaker market is mostly male-dominated where the coolest of the sneakers are mainly available in US size 8 and above. They comprehended that the sneaker market needed more inclusivity to include even those customers who fit into small sizes but could not find sneakers, which are primarily women! At the same time, the sisters wanted to bridge the gap between street style fashion and upscale fashion with the help of sneakers. So, they embarked on the journey of making these stylish shoes for all, rather than catering to a certain section. Since then, there’s no looking back as the winning duo of sneakerhead sisters have taken a leap of faith with their creative and progressive concept.
The sister duo realized how the sneaker market is mostly male-dominated where the coolest of the sneakers are mainly available in US size 8 and above.
Their artistry, design concept, and craftsmanship spliced with the labour of love and hard work resulted in Crime London that has gained immense success since its inception in 2012. The brand stands for its quality where the shoes are made with utmost care in Indonesia using the finest quality of Italian materials. Besides the refined craftsmanship, the sisters have adopted rigorous digital promotion strategy and are tapping on influencers to aid the growth of their brand. They have smartly devised ways to garner attention from millennials and Gen Z who make their prime customer base. Having a breakthrough into a male-dominated sneaker industry has got Kistermann’s great attention with many celebrities wearing their sneakers, from females to males, ticking with the inclusive vision of the business moguls. From American celebrity Sophia Richie to Victoria Secret Model Alessandra Ambrosio, Russian model Irina Shayk to Italian dancer Stephano De Martino, the sneakerheads are just growing!
The brand stands for its quality where the shoes are made with utmost care in Indonesia using the finest quality of Italian materials.
One would ask how Lisa and Jessica Kistermann are able to flourish their business so well? While their vision and promotional strategy make for a winning combo, there’s more to the brand. The sisters have grown into a multi-cultural family having an Italian mother, half Greek- half-German father and went to an American school. So, pluralism has been the backbone of their vision where they have tried to mix culture with design. Moreover, the ability to be inspired by various cultures and communities have made them aware of the preferences of a wide range of customers that Crime London heralds.
While their vision and promotional strategy make for a winning combo, there’s more to the brand.
Today, what started as a small idea has resulted in a well-established brand with many showrooms in Europe and the fashion capitals. Not just the physical presence, the brand with its promotional strategy has garnered immense online visibility with a 192k following on Instagram and an active Facebook page. It is this whopping popularity of the brand and its online visibility that has kept the sneaker business afloat even in tough times of the pandemic. The social media account of the brand often provides something surprising to its loyal customers due to which the customers stick to the brand. Be it low cut neon pink sneakers, the peppy yellow lace ones or the black sportswear sneakers, there are a plethora of designs suited for everyone’s taste. Moreover, Crime London claims to have the capacity to deliver 25,000 shoes in a single day with the ability to process over 500 orders! With such an inclusive vision, robust promotional strategy and systematic logistics, the brand has a long way to go!
The social media account of the brand often provides something surprising to its loyal customers due to which the customers stick to the brand.