The founder of sportswear brand Gym King, James Parker, is launching a new fashion footwear brand with former Big Brother participant Alex Cannon.
Loyalti will feature 12 “streetwear designs” across five styles, and will debut in 25 Footasylum stores across the UK this August. It is set to roll out to an additional 10 to 15 selected independent retailers thereafter.
Wholesale prices range from £30 for entry-level styles to £44 for a premium trainer, for retail at between £75 and £110. Loyalti will also be available through its own website and to Gym King’s existing customer base.
Parker said: “The Gym King brand is built on a strong family and friend ethos, which in turn has united our followers and community.
“We believe that we have hit on that idea through the creation of Loyalti, which is set to introduce a relatable brand to a market dominated by big, faceless corporates. Loyalti will provide true styling for true individuality.”
He added Loyalti’s celebrity/fashion crossover, combined with the influence of Cannon and following of the Gym King label, will give it a unique position in the footwear sector.
Social media and celebrity influencers have been central to the success of Gym King, which is stocked in more than 300 retailers, including Asos and Footasylum in the UK.
Turnover hit £10.5m from 1 January 2016 to 30 June 2017, up from £800,000 in the year from 8 March 2015 to 31 December 2015.