Jo Farah on Building a Probiotic-Powered Global Brand
By Shoes & Accessories, Jul 2025
From sneaker care to wearable tech, South African entrepreneur Jo Farah is redefining how we think about sustainability, science, and style. As Sneaker LAB steps into India, he talks to Shoes & Accessories about innovation, global expansion, and what’s next in the clean-living revolution.
Pioneering with Probiotics in Fashion & Footwear Care
Sneaker LAB was the first to introduce live probiotics into sneaker care. What inspired this unconventional yet innovative approach?
We weren’t just trying to create another shoe cleaner — we were trying to change the game. I was inspired by nature’s own intelligence. Why use harsh chemicals when we can harness the power of beneficial bacteria? Probiotics are nature’s cleaners — they work on a microscopic level and continue working long after application.
Can you explain how probiotics work in cleaning and preserving sneakers, and why this method is more sustainable than traditional alternatives?
Unlike traditional cleaners that act like antibiotics, probiotics introduce beneficial microbes that outcompete harmful bacteria. They clean on a microbial level, are non-toxic, biodegradable, and water-based — better for the planet and your skin.
How did the fashion and footwear industry initially respond to this scientific innovation?
At first, there was scepticism. But once brands saw the science, the efficacy, and the sustainability story, they leaned in. That’s when the shift began — from curiosity to conviction.
Scaling a Sustainability-First Brand from South Africa to 65 Global Markets
Tell us about the early days of Sneaker LAB — what were some of the initial challenges and breakthroughs when launching from South Africa?
Starting in South Africa meant we had to do more with less. Retailers didn’t know what to make of us. We were creating a new category. But that challenge became our superpower — we focused deeply on product quality, storytelling, and showing impact at a community level.
What were the key strategies or partnerships that helped the brand go global?
Strategic partnerships. Working with respected global brands gave us credibility and reach. And we built strong distribution channels by finding people who shared our mission — not just sales goals.
How have you balanced your sustainability ethos while scaling rapidly across different markets?
We made tough calls. We said no to shortcuts, even if they looked profitable in the short term. Our brand DNA is clear: clean, ethical, effective. That doesn’t change.
India Launch & Connecting with the Sneaker/Streetwear Community
What motivated Sneaker LAB’s entry into the Indian market?
India is a cultural powerhouse. The youth are vibrant, connected, and conscious. India’s streetwear and sneaker scenes are exploding. It’s the perfect time to show up.
How do you see the Indian sneaker and streetwear scene evolving, and how is Sneaker LAB positioning itself to become part of this culture?
It’s evolving fast — from niche to movement. Indian sneakerheads are passionate and globally influenced. We want to be part of the culture — through collaborations, events, and storytelling.
Are there plans to collaborate with Indian designers, artists, or streetwear influencers?
Absolutely. We are already engaging with Indian artists, designers, and cricket figures. One of our proudest collaborations is with AB de Villiers — a global sporting icon whose values align with ours. His humility, integrity, and connection with Indian audiences make him the perfect bridge between performance, culture, and sustainability.
On innovation and what next ?
” It’s not about being first, it’s about being meaningful. Every product must improve lives, reduce harm, and leave the world better than we found it.”
Global Credibility Through Iconic Collaborations
Sneaker LAB has been embraced by leading global brands like Dior, Karl Lagerfeld, and Nike. How did these partnerships come about?
They approached us — because we’re leaders in fashion care. These houses were looking for sustainable solutions to elevate their aftercare experience. We had established ourselves as the cutting-edge biotech brand in the space.
What role have such collaborations played in building credibility and trust for a science-driven product in the fashion world?
They were catalytic. Working with Dior and Karl Lagerfeld helped us move from niche to the luxury mainstream. It validated our approach in the highest echelons of fashion.
How do you maintain brand identity while working with such diverse fashion and sport houses?
We’re not just a supplier — we’re a partner in storytelling. Every collaboration amplifies our core: science, sustainability, and design-forward thinking.
The Indian Consumer & Clean, Design-Forward Living
From your perspective, how is the Indian consumer mindset evolving in terms of eco-consciousness and design appreciation?
Consumers here are becoming more eco-aware — especially the younger generation. They want better materials, better ethics, better design.
Do you see a growing demand in India for clean and sustainable care solutions beyond sneaker care—perhaps in home or apparel care as well?
Without a doubt. That’s why we launched GoodBasics — our probiotic home care range. Clean living isn’t just a trend. It’s a shift in consciousness.
How is Sneaker LAB tailoring its messaging and design to resonate with Indian sensibilities?
We’re listening. India is full of beauty and contradiction. We work with local voices to ensure our messaging feels rooted, not imported.
The Entrepreneurial Journey & Future Vision
From Sneaker LAB to GoodBasics and now EXO, your ventures span biotech, home care, and wearable tech. What ties all these innovations together?
They all aim to elevate human potential. Whether it’s a cleaning spray or wearable nanotech, the goal is to use science in a way that is ethical and impactful.
What advice would you give to Indian entrepreneurs aiming to build global, sustainability-led brands?
Start small but start true. Don’t wait for perfect conditions. Be relentless. And remember — sustainability is not a niche anymore. It’s the future.
