Sneakersnstuff opened its doors in the Södermalm neighborhood of Stockholm in 1999. To celebrate the 20th anniversary of that moment, SNS has teamed with adidas Originals to drop the adidas Stadt “Södermalm”. To help launch the kicks, the SNS team has written this letter…
It’s been almost 21 years since we moved in. We were two young men living for sneakers and who dreamt about selling sports shoes based on their looks and not their function.
As usual, when you move somewhere new, you begin with tearing things down, renovate, cause noise and disturbances. On the first day, our neighbor came down to welcome us to the neighborhood with smoothies and to offer support and that’s the way it’s always been here: if someone needs help, everybody helps.
You weren’t much more than a quiet, residential hood when we moved in. Guldapan had just opened up. The bank refused to open an account for us as they didn’t believe that opening up a sneaker shop in a dodgy, non-central area would ever work.
We’ve seen you grow with us as we’ve grown with you. Going from being a residential neighborhood to becoming a vivid part of the city filled with warmth and love. When we’ve looked for where to open up shops in other cities such as London, Berlin, Paris, New York, Los Angeles, and Tokyo, we’ve asked ourselves where that city Södermalm is. SNS wouldn’t have been the same if it hadn’t opened anywhere else than on Söder.
There’s really no place like home. We want to thank you Södermalm and thank all the people we’ve gotten to know here over the last 21 years, you mean everything to us. As a token of our love and appreciation, we’ve developed a shoe dedicated to the best neighborhood in the world. Only available at SNS and releasing November 23rd globally. But we are of course giving you a chance to get your hands on it before everyone else. Friday, Nov 22nd at 11 AM, we’d like to welcome new and old friends to SNS Stockholm. We hope we’ll see all of you – people we haven’t seen in years, old friends, new faces – there.
We love you Södermalm. Thank you for the 20 years, and we hope to stay here forever.
/Erik, Peter & staff
The adidas Stadt “Södermalm” will launch at SNS Stockholm on the 22nd of November. The sneaker will then release at SNS locations in Berlin, Paris, London, New York on the 23rd of November. SNS is now taking raffle sign-ups for the online release of the sneaker trough its app.