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British GQ visits Sneaker Pharm's Dale Street atelier to explore Manchester's independent makers, footwear restoration and the value of specialist repair.

There are thriftier ways to deal with trainerflation too. Vinnie Tao, founder of Manchester-based shoe care boutique Sneaker Pharm, has noticed more customers choosing to repair worn-out pairs rather than replace them. 

“I think that’s being driven by a combination of economics and sustainability,” he says.

Learning how to clean suede shoes can be tricky. Unlike canvas (which is generally quite hard-wearing and able to shrug off harsh products) and leather (which can be wiped clean most of the time), suede is absorbent and soft and sensitive. And when it gets dirty, it can be a real pain in the ass to spruce up again.

I’ve always been interested in music, and I think fashion goes hand in hand with it. Music introduced me to so many subcultures and cool pockets of different styles, and I’ve always been drawn to the expression of individuality.

What happens when a lifelong sneaker lover refuses to throw away his favourite shoes — and ends up building a full sneaker restoration business instead?

On this weeks episode, I’m sitting down with footwear wizard Vinnie Tao from Sneaker Pharm. Vinnie loves shoes. Restoring them, tweaking them, Frankensteining em. 

Anything that’ll give them a longer, better or more loved life. He’s an appreciator of great design and the value that can create in an object and I’m buzzing to chat to him about his combined love of footwear culture and sustainability.

Luxury shoes have long been resoleable and considered an investment piece that,  properly cared for, can last a lifetime. Trainers (or sneakers if you prefer) have been the dominant segment in the footwear sector for a while now and look set to hit almost £70 billion in revenue in 2025. Luxury sneakers are established as a go-to fashion item and the re-sale market pushes lots of models into a luxury price range. So, why aren't we taking care of them like they're major investments? 

The event in question was an activation for KEEN’s latest model, the Jasper Zionic, you’ve probably heard us banging on about it before no doubt. 

But that’s for good reason, the shoe perfectly blends lifestyle with the outdoors, largely due to it being a combination of two models – the Jasper and the Zionic.

Wall-to-wall shelves hold hundreds of pairs of trainers in various states of disrepair. Different brands, sizes and stories, they sit waiting for Vincent’s magic treatment to help bring them back to life.

You might recognise Vinnie Tao from Nike’s 50th anniversary celebration campaign, but real ones know that he’s been serving the sneaker industry for years. 

A man in Manchester has made it his mission to save your stained and damaged trainers from the bin.

Trainer cleaner Vinnie Tao set up Sneaker Pharm to help combat the environmental impact of fast fashion by reviving ruined kicks.

He uses eco-friendly products to get them as near to box fresh as he can to make people "think twice about what you're doing with the items you buy".