Shoe store in Minneapolis tries to change the trend of dangerous advertising for collector’s sneakers

MINNEAPOLIS — Long queues and scrambles for collectors’ sneakers are standard traffic inside Studiiyo23 near Hennepin Avenue in Lowry Hill.

“Anything of value, people will want to covet,” said Moh Habib, owner of Studiiyo23, which focuses on selling luxury sneakers and other apparel.

Habib is successful because there are so many ads for sneakers right now, but it comes with the setbacks of owning a store like this.

“We were actually attacked five times in seven months,” said Habib, who had to remodel his store and tighten security after all the break-ins. We have reinforced the glass doors and doors.”

All the break-ins demonstrate how popular his merchandise is right now.

“Anything of value, there will be a section of society that pursues it in a negative way,” says Habib.



The most you’ll pay for a pair of collector’s shoes in a small boutique, like Studiiyo 23, is $250. That same shoe on the resale market will cost anywhere from $300 to over $1000 which is why so many people want to get into the resale and make a quick buck.

“The most expensive shoe I’ve seen at retail is $30,000, $40,000, or $50,000 for a pair,” says Habib.

A shoe war could be the cause of a Shooting at the Nike Store inside the Mall of America back in August this year.

A shoe resale ended fatally in Plymouth last week, when a 19-year-old suspect shot and killed Yaseen Johnson, 17 years oldwhen he refused to deliver the designer shoe he had just bought from the suspect.

Habib hopes he can turn the story around the sneaker hype from struggle to philanthropy. Studiiyo23 is collecting toys to donate to Family Alternatives, an agency that supports children in foster care. Customers need to bring a toy to put their name on the raffle for a chance to buy a rare pair of collector’s Air Jordan shoes at a discount on Wednesday.

“Even if I don’t win, I’ll bring presents to the kids,” said one customer who brought a Lego set to the toy drive at Studio23.


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