Pam Pam Profiles | Sneaker Sisterhood
It’s been almost four years since we last spoke with the team behind Sneaker Sisterhood and in that time they’ve continued to build one of the most genuine communities in sneaker culture. What started as a space for women to connect through a shared love of sneakers and fashion has grown into something much bigger from run clubs and basketball events to creative workshops and meaningful collaborations. Still rooted in community, authenticity and real connection, Ja’e, Giulia and Juelz are proving that Sneaker Sisterhood is about far more than just shoes.
For anyone new to you, how would you describe what Sneaker Sisterhood is all about today?
Ja’e: Today is still very much the same as day one, Sneaker Sisterhood is all about bringing women from different walks of life together within a safe space where they feel seen and empowered. If anything we’ve become a lot more intentional in how we drive the movement forward..
Giulia: We’re as interested in the stories behind the people as we are in what’s on their feet. Whether that’s through events, content or conversations, the goal is to create something that feels both culturally relevant and genuinely welcoming, not performative, not tokenistic, but real.
Juelz: Bringing women together through a common interest of sneakers and fashion, but also where possible giving them opportunities to be successful in their profession or craft. For example with the creatives we’ve worked with to deliver our workshops, or talent behind the lens.
It’s been nearly 4 years since we last caught up. How's Sneaker Sisterhood been evolving in that time?
Ja’e: Wow - time flies! I feel like we’ve really gone from strength to strength. We’ve tapped into different areas that our community members enjoy that circle back to sneakers, we’ve done creative workshops, sports watch parties, and last year we started a run club called, ‘We Run This’!
Giulia: A lot has changed, both externally and internally. When we started, it was very organic, just responding to what felt missing. Over time, we’ve become more intentional about what we build and why. We’ve expanded the way we show up, from community moments to brand partnerships, but the biggest shift has been in our confidence. We’re clearer on our voice now, and more protective of it. Not every opportunity makes sense, and that’s something we’ve learned the hard way. Growth for us hasn’t just been about scale, but about sharpening what we stand for.
Juelz: Huge developments, from us personally, and our own crafts, but also what we’ve done for the community, from photo shoot meets ups to run clubs and all women basketball events.
There are three of you behind it, how do your different perspectives come together (or clash) when building the platform?
Ja’e: We’re all so different but similar at the same time, but the diversity amongst us allows us to thrive. We add cultural flavour from different corners of the world (Jamaican, Italian and Nigerian), and our life/work experiences bring distinct ideas to the Sneaker Sisterhood table. Even when we clash, it’s not a bad thing, it can spark the beginning of amazing things.
Giulia: We each bring a different lens, whether that’s creative, strategic or community-focused, and that tension is actually productive. Of course, we don’t always agree. But we’ve learned that the best ideas usually sit on the other side of those disagreements. There’s a level of trust where we can challenge each other without it becoming personal, and that’s what keeps things evolving rather than becoming static. If anything, the balance stops us from becoming an echo chamber.
Juelz: We understand each other and we know each other’s strengths and weaknesses which allows us to support each other. Like a basketball team we know our roles but are willing to grow and push each other.
Looking back, what are a few moments that have really stuck with you?
Ja’e: When a community member comes up to us at an event, or DMs us on the impact our community has had on them personally. Those moments are really wholesome and gives us more reason to keep pushing.
Giulia: It’s rarely the big, polished moments. It’s the smaller ones; seeing someone come to an event on their own and leave with a group of new friends, or hearing that someone felt comfortable in a space where they normally wouldn’t. Of course, there have been standout collaborations and milestones that validated what we’re doing, but the moments that stay with us are the ones that remind us why we started in the first place. Those are harder to measure, but they matter more.
Juelz: Earlier this year running an all women basketball day with The Black Prince Trust and Jordan brand. As a basketball enthusiast it was great to see many amazing athletes in one place and it was not just about playing basketball but about real community, learning and recognising what our women want and need from organisations like ours, and brands alike.
How have you seen things progress or change for women in sneaker culture over the past few years?
Ja’e: It’s been great to see more women step into the space with confidence. When we just started there was more overt negativity towards women that were showcasing their passion for the culture, especially online, which sadly made others shy away. It’s still somewhat a “boys club”, but definitely more allyship.
Giulia: There’s definitely been progress in terms of visibility: more women being featured, more campaigns, more acknowledgment from brands. But visibility doesn’t always equal equity.
What’s been more encouraging is seeing women build their own platforms, communities and businesses within the space, rather than waiting to be included. There’s a shift from participation to ownership, which feels important.
That said, there’s still a gap between how women show up in culture and how they’re valued within it. We’re moving forward, but not as quickly as people might think.
Juelz: We are here and present in a lot more spaces than you’d think. And not just the girly girls; all of us. We are so diverse and multifaceted. Some of the best releases apparel and footwear wise have been from female designers. Grace Wales Bonner with Adidas, Nike x Homecoming Tns by Grace Ladoja and Seventh Store owner Bukki Oja.
What are your holy grails?
Ja’e: Atmos ‘Animal Pack’ 95s
Giulia: Kobe 1 Melos, Kith x Air Pippen 1 ‘Chimera’, Stüssy ‘Cherry’ Dunks, AJ1 ‘Shattered Backboard’ (the OG release)
Juelz: Nike Dunk SB low Pushed 1
What’s been the biggest challenge in keeping things true to yourselves as everything grows?
Ja’e: I would say in a time where trends change every 2 seconds it can be tempting to keep up to have that viral moment and stay “relevant”. We always do our best to be intentional about how we curate, create, and deliver our content and projects.
Giulia: Saying no. As you grow, more opportunities come your way, but not all of them align with your values. It’s easy to get caught up in visibility or scale and lose sight of why you started. We’ve had to learn to be quite disciplined about protecting the integrity of what we’re building, even if that means turning things down. That’s not always the easiest choice, especially in a space that moves quickly, but it’s what allows us to stay authentic.
Juelz: N/A
Slightly off-topic but is there anything you’ve been watching or reading lately that you’re all loving?
Ja’e: I’ve been reading the manuscript of the first of three novels. So far, so good!
Giulia: I’m new to Substack and I’ve been diving deep into some really amazing topics and essays written by all sorts of people; from musicians to artists to psychologists. It’s probably my current platform at the minute. Also dabbling in a bit of writing myself, mostly around culture, sneakers and sports!
Juelz: I am currently re-reading Eleven Rings by Phil Jackson and I am watching (sort of rewatching) Shadow and Bone on Netflix.
Looking ahead, what’s next for Sneaker Sisterhood?
Ja’e: N/A
Giulia: We’re thinking a lot about depth over noise. Expanding, but in a way that still feels intentional. There’s a focus on building more tangible experiences for the community; spaces where people can connect in real life, not just digitally. At the same time, we’re interested in developing more of our own ideas, rather than always reacting to what’s happening around us.
Ultimately, the goal is to keep building something that feels meaningful, not just for now, but something that has longevity.
Juelz: Keep shining, would love to collaborate/work with brands outside of London and England in person.
Make sure to follow the journey on Instagram at @sistersneakerhood, and show some love to the incredible women behind it all : Ja’e @hausofjae, Giulia @giuliaz12 and Juelz @crown_juelzz