Our vision is to establish ourselves as a leading lifestyle store in Asia
Limited Edt is Singapore’s leading sneaker boutique with stores all across the country, each offering a different concept. Stocking a wide range of lifestyle and sports footwear from various brands such as New Balance, Adidas, Vans, ASICS, Nike, Saucony, Puma, Under Armour, Converse etc, Limited Edt caters to the needs and wants of the sneaker-wearing community. In an interview with Fibre2Fashion, Founder Mandeep Chopra discusses sneaker styles and the company’s retail store concept.
Streetwear and sneaker culture have seen tremendous growth and popularity in recent years. What factors do you think have contributed to this surge?
Several factors have contributed to the remarkable growth and popularity of streetwear and sneaker culture in recent years. Social media has been a significant driver, effectively making the world a smaller place. Consumers are now more informed than ever, with easy access to a broad range of products.
The influence of music and popular culture has also been substantial. Prominent figures in these realms often endorse streetwear and sneakers, adding to their allure. Furthermore, streetwear and sneakers have become deeply ingrained in youth culture, prompting even high-end fashion brands to associate themselves with this trend. From the Supreme collaboration with Louis Vuitton several years ago to more recent partnerships between leading fashion and sports brands—such as Gucci and Adidas, Dior and Jordan, and Louis Vuitton and Nike—the integration is quite evident.
Can you tell us about the inspiration and vision behind the establishment of Limited Edt and how it all started?
I started to work in my family’s sporting goods business in 2000, and my visit to Tokyo and New York where sneakers were coming to the fore greatly influenced me. Also, I had started carrying a lot of lifestyle range in one of our family sporting goods stores and started to build a following, and in January 2002 when one of these launches had a small line, I knew a dedicated store could work. One year later Limited Edt (LE) was born.
LE was founded in 2003 and the journey has taken us from the first standalone sneaker boutique in Singapore to the most established sneaker boutique chain in Southeast Asia with unique concepts which cater to different niches in sneakers and streetwear from skate, basketball to high end ready to wear streetwear.
Our vision is to establish ourselves as a leading lifestyle store in Asia, aspiring to be innovators and tastemakers for the region and beyond.
Limited Edt has multiple stores with unique concepts. Could you elaborate on the philosophy behind each store’s concept and how they cater to different customer preferences?
The world of sneaker and streetwear is very vast, and we have different concepts to cater to subgroups like our Hall Of Fame basketball doors which focus on those who play the game as well as the culture around the sport. We have sneaker exhibits there that tell the story of the evolution of basketball sneakers much like a hall of fame for basketball sneakers. Then we have our LE.WAY skate stores for those who gravitate to skate and skate culture housed in a street alley concept. Our most fashion forward door is called CHAMBER, and it houses many high-end streetwear and fashion brands as well as lifestyle products. Lastly, our flagship Limited Edt stores represent all these things we love and give consumers a curated selection of sneakers, streetwear and any products that resonates with our consumers from toys, tech, books etc. There are two current concepts for these big format store; One is a space age futuristic setting, and the other is an earthly, green concept. Our first India store will be an adaption of this space and sci-fi concept.
Your store carries a diverse range of footwear brands. How do you select the brands and products to offer in your stores?
We carefully select brands and products that cater to a variety of end uses, from skateboarding and basketball to fashion-forward lifestyle items. Many of the products we offer transcend their original sporting context and have become lifestyle staples. We take pride in featuring products inspired by various realms such as music, sport, art, fashion, and street culture.
Sneaker culture has evolved significantly over the years. How has Limited Edt adapted to these changes and remained a prominent player in the industry?
We have always tried to be a step ahead and adapt. We have adapted and matured to provide for the high-end segment with our CHAMBER store while staying true to our roots by providing and curating the most sought after sneakers from the biggest brands as well as upcoming brands and brands going through a revival.
Sneakerheads are known for their passion for limited edition releases. How do you manage the demand and anticipation for such releases?
The most sought-after limited-edition sneakers are typically allocated to us, but it is rare that we receive enough to meet the high demand. We strive to distribute these releases as fairly as possible to reach end consumers. We also have a membership programme that offers exclusive releases to members, or allocates a portion of limited editions to them. Managing the distribution of these highly anticipated releases is perhaps the most challenging aspect of our work. We are committed to ensuring fair access to products and transparent launch methods that give all consumers an equal opportunity.
Could you highlight some of the premium footwear brands and exclusive collections that can be found at Limited Edt, and what makes them special?
Over the years, Limited Edt has collaborated with global brands like Adidas, ASICS, Android Homme, New Balance, Nike, PUMA, Reebok. Most of these collaborative projects revolve around Singaporean culture, talents and design. Many of these sold-out collaborations have become cult classic and have been seen on A-list celebrities the likes of Justin Bieber, Samuel L. Jackson, Swiss Beatz and more.
Being the first Dunk High release this year, Limited Edt launched the Spartan Green and Michigan Dunks with a 2-week activation that lasted from September 18 to October 2.
Limited Edt is proud to present another collaboration with New Balance, this time with good friend, Mark Ong of SBTG. Entitled ‘Urban Islander’, the pack features the New Balance 327 and the 900 sandals, Hawaiian shirts, towels, and a bag.
Another unique collaboration is one inspired by Peranakan heritage – one of the many cultures in vibrant Singapore. It is the third and final collaborative project between Adidas Originals and Limited Edt using the Limited Edt-designed batik flower pattern. ‘Wear your pair out in the sun and watch as the sneaker transforms into a rich blue colour, revealing the batik flower pattern in all its glory.’
Can you share some memorable partnerships and the impact they have had on your brand’s image?
Our first collaboration with New Balance in 2007 was important as was the first collaboration with a Southeast Asian store, which got worldwide attention. There have been many memorable launches and collaborations over the year and our most recent one in 2022 with Adidas on the Adidas Forum special boxset was very special too as we did a NFT launch with all proceeds going to charity. We also gave away this box set to some friends all over the world, and the normal box version sold out within minutes. These launches and collaborations have allowed us to fly the Singapore flag and we want to expand on that and be a catalyst for growth in other markets as well.
Your store has a strong presence in Singapore. Are there plans to expand your brand beyond Singapore, perhaps into other regions?
Limited Edt is constantly future-proofing its operations. In 2015, we invested in interactive screens and software that allow customers to virtually ‘try on’ coveted shoes, enter ballots for limited releases, and watch promotional videos. Notable launches using our in-store ballot screens include collaborations like Nike x ACRONYM Prestos and the Nike x Fear of God collection.
Earlier this decade, we expanded into the ready-to-wear and lifestyle market through our new concept, CHAMBER. This experiential space, designed for events and brand activations, continually evolves to offer consumers a fresh retail experience with each visit. Our aim is to lead the global brick-and-mortar retail sector by creating innovative and experiential narratives that leverage music entertainment, modular retail, and future-proof digital activations, all while offering a carefully curated selection of brands.
We have plans to expand our brand beyond Singapore, building on the goodwill we have established in the region. While we have been exploring various countries in Southeast Asia, the prospect of opening a store in India is particularly exciting. With my family based there and the market showing immense potential, we have decided to open our first store outside of Singapore in India. The country offers numerous opportunities that we are keen to explore.
Can you share some of your personal favourite sneakers or collections that have been featured at Limited Edt over the years?
The original Nike Yeezy collections was a ground breaker. The launch of Adidas’s Yeezy line also stands out; the demand was so high that the crowds we encountered were unprecedented. Another memorable release was the Dunk Low SB x SBTG in 2005. For that launch, consumers queued up for up to three days in a car park in the mall where our original store was located.
What’s next for Limited Edt? Are there any exciting plans, projects, or future goals you would like to share with your customers and fans?
Yes, we want to spread our wings out of Singapore and focus on India and Southeast Asia to begin with. We are currently working on some thrilling products and collaborations that we cannot wait to unveil. One such collaboration is our upcoming Urban Islander collection with SBTG, set to launch in December. The collection will feature a special New Balance collaboration sneaker as its highlight.
Our overarching aim is to continue building and contributing to the sneaker and streetwear community, sharing our love and passion for these unique forms of expression.
How do you see the future of sustainable practices evolving within the sneaker industry?
I foresee sustainable practices becoming increasingly important in the sneaker industry. Nearly every major brand I am aware of is taking sustainability seriously. Many are already producing sneakers that feature eco-friendly materials and ethical production methods. This focus on sustainability is unlikely to wane, especially as today’s consumers become more environmentally conscious and are drawn to brands that share these values.
Trends in fashion can be cyclical. Are there any classic streetwear or sneaker styles that you see making a comeback in the near future?
Indeed, fashion trends often come full circle. At the moment, we are seeing a resurgence of 2000s running styles and indoor football designs, such as the Samba. Brands like PUMA are also reintroducing classic models like the Mostro and GV Grand. Given the cyclical nature of fashion, trends can shift rapidly, so it is always interesting to see which classic styles make a comeback.
How do you see the relationship between brick-and-mortar retail and e-commerce evolving in the context of the sneaker industry in the coming years?
The relationship between brick-and-mortar retail and e-commerce has co-existed harmoniously for quite some time, and I do not anticipate any major shifts in the near future. Consumers are primarily focused on obtaining limited-edition products, and while many appreciate the convenience of online shopping, the tactile experience of in-store shopping still holds appeal for others. Both platforms are important for getting products into the hands of consumers. What needs to evolve is the overall shopping experience, regardless of whether it is in a physical store or online.
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