Queens native and Nike alumna Sarah Sukumaran is shifting the paradigm for women sneakerheads.
ICYMI, women’s sneakers are a pretty big deal. Major brands like adidas and Nike are starting to take note of the fact that the market are a rapidly-growing sector — that shows no signs of slowing down. Despite the expansion of readily available inclusive products and women’s-only exclusives in recent years, one glaring thing has been missing from the sneaker industry: a women’s-specific sneaker brand.
“The thing I knew from the jump that I really wanted to emphasize and focus on was brand. When you're competing against the Nikes and the Adidas’ of the world, you just can't have something that falls by the wayside,” says Sukumaran. As a result, Lilith is a unique but wholly authentic representation of who she is as a person; this is not just another cookie-cutter DTC brand.
Clearly, Lilith is a brand that doesn’t shy away from activism, representation, and blurring the boundaries between what’s considered feminine and masculine. What’s more, it doesn’t pander to the sneaker industry’s traditional “understanding” of female consumers and what they want. You might be thinking, “Has it really taken until 2021 for there to be a women-led sneaker brand?” And as exasperating as it is to admit, yes it has.
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