At a time when the world was chasing hype, Sneaker LAB chose substance. When everyone was obsessing over what was next, it focused on what was already here. Over the past thirteen years, the South African-born biotech brand built a global following by teaching people to make what they love last.
Now, it’s evolving. Sneaker LAB has officially reintroduced itself as The Lab, marking a new chapter in its mission to redefine how we care for what we own. What began as a probiotic sneaker care brand became a rebellion against disposability. And now, The Lab is expanding its reach to unite science, design, sustainability and care under one mission to empower conscious consumers across sneaker, apparel, hat, and denim care.
How Care Connects Culture
Care is a decision to move with intention — to look closer, choose better, and act with awareness. It starts small, everyday, but it reaches far. It connects us to what we wear, how we live, and the world around us. It’s about responsibility, but also creativity. How we extend the life of what we own. How we support the community. How we shape culture through the choices we make. We believe care is more than a habit — it’s a mindset. One that values process over perfection. Impact over excess. Meaning over trend.
This message is part of a larger shift. A reminder that even in fast-moving spaces, care holds weight. It makes things last. It brings people in. And it leaves things better than it found them. It’s not always loud, but it’s always present — in what we create, in how we treat others, in what we choose to stand for. Care shapes the future one choice, one action, one intention at a time. It’s a lens, a value system, and a quiet kind of strength.
Care isn’t the end of the story — it’s the start of something better. And it’s always evolving.
Capturing the Journey
At the center of this unveiling is a cinematic reflection of The Lab’s journey. The film looks back to move forward, tracing the brand’s thirteen-year story through archival moments, collaborations, and community.
“This isn’t about change – it’s about evolution,” says Matthew Tyler, Head of Marketing at The Lab. “It’s a love letter to the community that built us, and a promise: we’re growing to better care for what you love.”
The brand’s new teaser video builds on that message. Instead of chasing newness for its own sake, it lingers on the things we hold onto — the broken-in sneaker, the lived-in jacket, the hat that’s been through seasons. It frames wear as memory, and care as culture.It also acknowledges that none of us have this perfectly mapped out. We’re all
navigating what conscious consumption looks like in real time, and The Lab leans into that truth rather than pretending to have all the answers. That’s the point. Care isn’t a destination. It’s an ongoing practice, a willingness to look closer, and a decision to evolve with intention.
A New Logo for a New Era
“We had to create a brand identity and logo that can stand the test of time,” notes Gerard
Addison, Creative Director. “We’re on a mission to redefine fashion care, and to position ourselves in the space, we need to look the part.”
The new logo reflects the brand’s stripped-back confidence: minimal, deliberate, and timeless. It sits in that sweet spot between science and fashion, where it’s technical but human, clean but not sterile. It’s less about visual noise and more about clarity. While the visual identity is new, the brand’s foundation remains rooted in its core principles of Clean. Care. Protect. Every product, project, and partnership within The Lab extends from these pillars with the goal of becoming the number one fashion care brand, in the world, for the world. The brand’s formulations clean and protect at a microscopic level, using beneficial bacteria to deliver high performance with low environmental impact. But the greater impact lies beyond science. It lies in reframing care as a daily act of consciousness, a cultural choice that challenges throwaway habits and creates connection.
This rebrand is the culmination of thirteen years of revolutionising care for personal belongings through innovative, environmentally responsible products and fostering a global community that values quality, sustainability, and shared knowledge. The Lab is more than a new name. It’s a new way forward.
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