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Minneapolis shoe store is trying to change the trend of dangerous hype about collectible sneakers

MINNEAPOLIS – A line out the door and a run to get your hands on collectible sneakers is standard traffic inside Studiiyo23 on Hennepin Avenue in Lowry Hill.

“Anything of value, people will want to covet it,” said Moh Habib, owner of Studiiyo23, which focuses on selling luxury sneakers and other apparel.

Habib succeeds because there’s so much sneaker craze right now, but there are setbacks to owning a store like this.

“We’ve actually been hit five times in the span of seven months,” said Habib, who had to remodel his store and step up security after all the break-ins. “We have reinforced the windows and the doors”.

All the break-ins prove how desirable his merchandise is right now.

“Anything that has value, there will be a segment of society that pursues it in a negative way,” Habib said.

Minneapolis shoe store is trying to change the trend of dangerous hype about collectible sneakers


The maximum you’ll pay for a collectible shoe at a boutique, like Studiiyo 23, is $250. That same shoe on the resale market will cost anywhere from $300 to over $1000, which is why so many people want to get involved in resale and make a quick buck.

“The most expensive shoe I’ve seen at retail is $30,000, $40,000, or $50,000 for a pair,” Habib said.

A fight over shoes is probably what led to a filming at the Nike Store inside the Mall of America in August of this year.

A shoe resale ended in a fatal way in Plymouth last week when a 19-year-old suspect shot and killed Yaseen Johnson, 17when he refused to hand over the designer shoe he had just purchased to the suspect.

Habib hopes he can turn the narrative around the sneaker hype by shifting from combat to philanthropy. Studiiyo23 collects toys to donate to Family Alternatives, an agency that supports foster children. Customers must bring a toy to get their name in a raffle for a chance to purchase a rare collectible Air Jordan shoe dropping Wednesday.

“Even if I don’t win, I bring gifts to the kids,” said one customer who brought a Lego set for the toy drive at Studiio23.


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