Our beloved sneakers, as pretty and pampered as they may be, are also the most susceptible to all the dirt, damage, and destruction from the pavement below us—and in most cases, we don’t even notice it until it's too late. Scary, right? So, to Google and YouTube we go, scouring the net for any DIY home remedy to bring them back to a copacetic condition.
And then came 34-year-old Jason Markk, the former DJ and LA-based sneaker rejuvenator who introduced his own line of biodegradable sneaker-cleaning products and innovative drop-off dry cleaning for shoes, garnering global recognition from outlets like VICE to Monocle. Now, after a slew of high-profile collaborations, Markk has decided to take on a beloved Japanese classic: Hello Kitty, right on the um, heels, of her 40th birthday. We caught up with Jason just after the launch of the collaboration in OC stores and online—read about it below.
Shop all Jason Markk here
CHARLES ELLIS: Why Hello Kitty? Why now?
JASON MARKK: It was an honor to work with Hello Kitty. It's such an iconic brand and has so much heritage. We were introduced by a mutual friend.
Do you think she's aged well?
Hello Kitty is vibrant and youthful as ever; she's not going anywhere.
With a case for sneakers to have the "worn-in" look these days, why are people still so obsessed with keeping their kicks clean?
It's really preference. For me, the only sneaker that comes to my mind when I think of the "worn-in" look is the Converse Chuck Taylor. For the most part, because sneakers are such a significant part of the outfit, people want them looking clean and fresh. I think clean kicks give a sense of confidence.
You've carved out a unique, and much-needed niche for sneaker fans—how did the idea to go into the business come about?
I think this came from being a DJ and hustling gigs by the age of 15. It just so happened that I loved sneakers, and one day I realized the need for a better, more specialized sneaker-cleaning product. Now I'm super stoked and proud to be carried at Opening Ceremony! The brand is dope and I think our products fit well.
Where do you call home?
I was born and raised in the South Bay, Harbor City/Torrance to be exact—just twenty minutes south of downtown LA. It's a great laid-back beach community, and a nice place to raise a family. But for the last three years or so, my wife and I have been living in downtown LA. We stayed in the Fashion District for a couple years, but now [we] live in the Arts District. We absolutely love it.
What's a highlight of your career thus far, or one moment that told you this was the perfect direction for your career?
I'd say opening our first flagship store in downtown LA and introducing a new service model. We offer a drop-off sneaker cleaning service—think dry cleaning, but for sneakers. It was a little scary at first, and I wasn't completely sure if people would take to it, but it's been really busy. It's become just another errand in people's lives—like dropping clothes
And then came 34-year-old Jason Markk, the former DJ and LA-based sneaker rejuvenator who introduced his own line of biodegradable sneaker-cleaning products and innovative drop-off dry cleaning for shoes, garnering global recognition from outlets like VICE to Monocle. Now, after a slew of high-profile collaborations, Markk has decided to take on a beloved Japanese classic: Hello Kitty, right on the um, heels, of her 40th birthday. We caught up with Jason just after the launch of the collaboration in OC stores and online—read about it below.
Shop all Jason Markk here
CHARLES ELLIS: Why Hello Kitty? Why now?
JASON MARKK: It was an honor to work with Hello Kitty. It's such an iconic brand and has so much heritage. We were introduced by a mutual friend.
Do you think she's aged well?
Hello Kitty is vibrant and youthful as ever; she's not going anywhere.
With a case for sneakers to have the "worn-in" look these days, why are people still so obsessed with keeping their kicks clean?
It's really preference. For me, the only sneaker that comes to my mind when I think of the "worn-in" look is the Converse Chuck Taylor. For the most part, because sneakers are such a significant part of the outfit, people want them looking clean and fresh. I think clean kicks give a sense of confidence.
You've carved out a unique, and much-needed niche for sneaker fans—how did the idea to go into the business come about?
I think this came from being a DJ and hustling gigs by the age of 15. It just so happened that I loved sneakers, and one day I realized the need for a better, more specialized sneaker-cleaning product. Now I'm super stoked and proud to be carried at Opening Ceremony! The brand is dope and I think our products fit well.
Where do you call home?
I was born and raised in the South Bay, Harbor City/Torrance to be exact—just twenty minutes south of downtown LA. It's a great laid-back beach community, and a nice place to raise a family. But for the last three years or so, my wife and I have been living in downtown LA. We stayed in the Fashion District for a couple years, but now [we] live in the Arts District. We absolutely love it.
What's a highlight of your career thus far, or one moment that told you this was the perfect direction for your career?
I'd say opening our first flagship store in downtown LA and introducing a new service model. We offer a drop-off sneaker cleaning service—think dry cleaning, but for sneakers. It was a little scary at first, and I wasn't completely sure if people would take to it, but it's been really busy. It's become just another errand in people's lives—like dropping clothes