About Us and Our Mission in Sustainable Care

Full-width banner opening the About Us page, with a bold visual that sets the tone for The Lab's mission, values, and global care story.

The Lab exists to redefine fashion care.

Third visual in The Lab origin story, focusing on the growth phase expanding beyond sneakers into hats, denim, and apparel care markets

Our story

The Lab began in Cape Town in 2012, when founder Jo Farah set out to transform the everyday act of cleaning into something more meaningful. At a time when sneaker culture was exploding worldwide, the brand recognised that sneakers had become cultural currency, and caring for them meant preserving identity, creativity, and community.

From that starting point, we explored how biotechnology could reshape fashion care. By harnessing the power of beneficial microbes, we created cleaning solutions that were effective, safe, and sustainable. What began as a sneaker-specific formula proved that science could change habits — and opened the door to something bigger.

Since then, we have grown into The Lab — an expanded vision offering full-spectrum fashion care across sneakers, apparel, denim, headwear, and accessories; reflecting Jo’s belief that extending the life of what we love can be both a personal act of mindfulness and a shared, global responsibility.

Today, The LAB continues to innovate across science, sustainability, and culture. With distribution in over 65 countries and 8 global partners, and collaborations with brands such as Nike, Dior, Sneaker Freaker and more, we are building a future where caring for what you wear also means caring for the planet.

Our vision

To revolutionise care for personal belongings through innovative, environmentally responsible products, fostering a global community that values quality, sustainability, and shared knowledge.

The Lab is pioneering a new standard in fashion care - where science, sustainability, and style converge. Our innovative formulas, that are Green Tag certified, harness the power of nature’s beneficial bacteria to deliver high-performance care while minimizing environmental impact.

At The Lab, we believe that fashion care is more than just maintenance - it’s a movement. A movement away from disposable culture, toward intentional ownership and long-lasting expression. We equip our global community with the tools to extend the lifespan of what they love most that spans footwear, apparel, headwear, denim, and accessories - designed to clean, care for and protect wardrobes for the long term.

Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care. Led by Science, Committed to Care.

Our guiding principles

We care — about people, communities, and the planet we share.

The Lab innovation principle brought to life, showing how research and development drive every new formula and product improvement.

Innovation in Care

We push the boundaries of cleaning science, creating solutions that care for your belongings with precision and expertise.

Community & Education

We empower our community through knowledge, sharing insights that make mindful care accessible to all.

The Lab's environmental commitment is reflected through sustainable ingredient sourcing, responsible packaging, and eco-conscious production.

Environmental Responsibility

Every formula is designed to protect the planet, combining performance with sustainability at every step.

We Are Global

Global presence visual showing where The Lab products are available, from specialty sneaker shops to major retailers on six continents

Map of The Lab distribution network showing how retail partnerships across continents bring premium care products to customers

Shipping and logistics visual from The Lab About page showing worldwide delivery networks bringing premium care products to every door

Shipping to over 60 countries

Operating for more than 12 years.
We employ and empower South Africans by manufacturing locally.

7 Global distributors

The Lab is built on a culture of care that goes beyond the basic cleaning and maintenance of garments. We care deeply for the environment and the communities that we serve, as we advocate for responsible, environmentally conscious practices in every aspect of our operations.

3,500 doors worldwide

Caring for the planet through our eco-conscious products that extend the lifespan of possessions and reducing waste.

Our Global Partnerships

Team members collaborating in a creative workspace that embodies The Lab culture of innovation, open thinking, and shared drive

Our Culture

The Lab is built on a culture of care that goes beyond the basic cleaning and maintenance of garments.

We care deeply for the environment and the communities that we serve, as we advocate for responsible, environmentally conscious practices in every aspect of our operations. For us, care is an expression of quality, respect, and responsibility towards our customers’ wardrobes and the world that we all share.

Wide shot of The Lab team environment showing the open collaborative workspace where new products and creative ideas take shape daily

Secondary banner on the About page reinforcing The Lab's ethos with a visual that connects sustainability, biotechnology, and fashion care.

We work with a team of specialists to protect what you love so it lasts.

The Lab is built on a culture of care that goes beyond the basic cleaning and maintenance of garments.

We care deeply for the environment and the communities that we serve, as we advocate for responsible, environmentally conscious practices in every aspect of our operations. For us, care is an expression of quality, respect, and responsibility towards our customers’ wardrobes and the world that we all share.

Collabs.

Dior.

We collaborated with Dior on their Iconic Gifts collection, curating sneaker care kits designed to clean, protect, and maintain the luxury sneakers of Dior clients—delivering world-class performance and craftsmanship to keep every pair as iconic as the day it was first worn.

Learn more See all collabs

Sneaker Freaker.

We partnered with Sneaker Freaker to create a dedicated sneaker care kit that celebrates the culture. Designed for collectors, enthusiasts, and tastemakers, each kit offers effective cleaning and protection while honouring the artistry, history, and energy behind every pair featured in the Sneaker Freaker universe.

Learn more See all collabs

Limited edition Sneaker Freaker x Sneaker Lab tissue box that became a cult collectible within the global sneaker care community

Lids.

In collaboration with LIDS, we created exclusive kits that combine practicality with premium care. Our kits protect and maintain every piece in your collection, reflecting LIDS’ commitment to style and sport.

Learn more See all collabs

LIDS and The Lab are joining forces to give cap collectors a dedicated hat care range in a bold campaign for headwear enthusiasts

Crocs.

The "Crocs Cleaning Wipes"

These eco-friendly Sneaker Wipes represent a significant step towards a more sustainable future for Crocs maintenance, aligning with both companies’ commitment to reduce their environmental footprint and to prolong the life of your beloved Crocs.

Learn more See all collabs

Crocs paired with Sneaker Lab cleaning wipes in a co-branded campaign, bringing easy footwear care to Crocs fans around the world.

Karl Lagerfeld.

We’ve stepped into partnership with Karl Lagerfeld for the creation of a fully customized Sneaker Care Kit.

This complete Sneaker Care Kit offers sleek matte finishes along with our recyclable packaging and environmentally friendly products from our Sneaker Care range that provide elevated care for your Karl Lagerfeld sneakers.

The Karl Lagerfeld X Sneaker LAB Sneaker Care Kit will be offered as a gift to select Karl Lagerfeld customers in Europe.

Learn more See all collabs

Karl Lagerfeld and Sneaker Lab are merging high fashion with practical sneaker care in a partnership bridging luxury and streetwear.

Nike.

Our sneaker care kits are stocked in Nike stores globally, supporting athletes and enthusiasts alike. Designed for performance and longevity, these kits maintain the look and feel of the engineered precision of Nike’s sneakers.

Learn more See all collabs

NICE and Sneaker Lab are teaming up to merge sneaker retail culture with premium footwear care in a campaign shot with bold energy

FOM.

The Sneaker LAB x FOM Footwear Cleaning Kit includes our essential Sneaker Cleaner, Premium Brush, and a Sneaker Wipe – enabling quick, effective, and convenient cleaning for an on-the-go lifestyle.

Learn more See all collabs

FOM and Sneaker Lab were brought together by a shared love of sneaker innovation, blending comfort-first design with cutting-edge care

G-Star.

In celebration of craftsmanship and conscious care, The Lab has teamed up with G-Star RAW to create a custom Denim Refresh - designed exclusively for South Africa.

This collaboration redefines what it means to look after your denim. Made with our signature biodegradable formula from our biotechnology, the Denim Refresh keeps your denim clean, fresh, and longer-lasting - without harming the planet.

Learn more See all collabs

G-Star RAW meets Sneaker Lab, where raw denim craftsmanship connects with innovative biotechnology cleaning for premium results.

“The Lab has built an incredible range of products. I have been using them for the last 3 years and my shoes still look brand new!”

Sportscene

“The Lab has built an incredible range of products. I have been using them for the last 3 years and my shoes still look brand new!”

Sportscene

Unlocking Nature's Cleaning Power: Biotechnology in Our Formula

What is Biotechnology? Biotechnology is the harnessing of biological processes and organisms to develop products and technologies that benefit society. It's a fusion of biology and technology, draw...

Oct 22, 2025

Enter The Lab Episode 7: Cam'ron Frances

“ENTER THE LAB” is the content series where we showcase the talented, innovative and expressive individuals within our community. The aim is to connect with the person in front of the cam...

Dec 11, 2025

Leading the Way in Green Fashion Care

We believe that fashion care should not only be effective but also environmentally responsible. That's why we are proud to announce that our cleaning solutions have received the prestigious Green T...

Nov 5, 2019