In light of International Women's Day on 8 March, we take a a deep dive into sister duo Lisa and Jessica Kistermann’s buzzy sneaker brand ‘Crime London’ and how they are paving the way forward for their fellow female entrepreneurs.
When it comes to bossing sneakers, Lisa and Jessica reign supreme. The founders of the footwear brand Crime London are building a business empire in a highly competitive industry one sneaker at a time, cementing their position among the female trailblazers in the world of streetwear.
Crime London exhibits a diverse range of contemporary, minimal designs that hit the perfect price point between casual and luxury. A sneaker born to keep a foot in both worlds, deftly filling in an existing void by bridging the gap between streetwear and high-end fashion.
The bold and eclectic mix of kicks have become part of the regular sneaker rotation of some of the globe’s most influential artists and celebrities including Tyga, Nicky Jam, Sofia Richie and Hailey Bieber, all spotted rocking Crime London in their street style looks.
The Kistermann sisters know how to keep us on our toes when it comes to their personal style – and their sneakers play a big part in their versatile approach to dressing. The duo regularly reveals ‘fits and looks with distinct street-glam rarely seen before, with a huge range for any occasion – super edgy and feminine at the same time, though the ensemble always circles back to the statement shoe.
“We love to contrast and mix things up, and build our ‘fits from the feet up, balancing out a strong look with comfy pieces and an element of sportiness,” explain the siblings, keenly aware of their style’s unique display on how streetwear and luxury can co-exist. “Most of our outfits are usually based around a pair of kicks, as that’s really all we wear. With Crime London, you can wear our sneakers with sweatpants, a dress or even a bikini and they look great regardless.”
Crime London’s forward-thinking design – which features a sleek lacing system, lightweight performance soles, and a wide range of diverse premium Italian materials – ensures the sneakers meet all of today's aesthetic and functional requirements while also shifting in becoming a more eco-responsible brand. The season’s newest drops nearly always result in instant sell-outs. For Summer 2022 Crime London’s “Excuse Me While I Kiss The Sky” collection contrasts statement streetwear, neon colors and playful patterns with the simplicity of timeless pieces which, in addition to being ultra-comfortable, are aimed at an endless range of people.
“Our company is very focused on product more than hype, and it will always be,” says the sisters. “The quality, the design and technology are very important to us.”
Still, it's been nothing short of an arduous task to make a name for the burgeoning brand in a space that belongs to multi-billion-dollar corporations like Nike and Adidas. But this doesn't mean the opportunity to shine isn't there, with the Kistermanns’ independently run Crime London existing as living proof of that notion. The young digital entrepreneurs, creatives and activists wholeheartedly believe there’s a distinct difference from these massive iconic brands we’ve all relished since youth, and new designer sneakers. The fashionable nonchalance of Crime London’s sneakers thoroughly sets them apart from rival brands. In an instant, any outfit accessorised with a designer sneaker goes from adequate to lust-worthy. We’re talking beyond looks featuring tailored attire or incredible vintage denim; even those rooted in athleisure staples, like leggings and sweatsuits, become enviable with the right high or low-top in tow. As such, it makes sense that shopping for the best designer sneakers is an exciting endeavor to add that pep in your step, making Crime London one of the most popular sneaker brands of today.
With the recent passing of industry stalwart and close friend of the sisters, Virgil Abloh, the Kistermanns muse on his impact on fashion and their friendship.
“‘For the kids,’ is what he used to say,” reminisces the siblings. While the Kistermanns’ admiration for their dear friend only grew over the years as Abloh continued to achieve historic professional success, the relationship between the Louis Vuitton designer and the sneaker siblings was originally fostered by a mutual interest: their love for music. “He’d talk about his hip-hop musical discoveries, we’d share new tracks and upcoming DJs. We’d meet at parties, in Paris around 2012, and always find our way chilling in the DJ booth.”
The sisters attended his last menswear show for Louis Vuitton in Paris this past January, his last dance we'll all remember
Now, the perennial cool girls aim to move Crime London beyond a glam street-style accessory and into a paradigm-shift in the surrounding culture, channeling worldwide sneaker mania into a positive change.
“We have strengthened Crime London’s identity by creating, in addition to the collection, many special projects that represent us, because we want our brand to be a community,” said Lisa and Jessica. “We have been thinking about the long-term and strengthening the foundation of our brand in terms of product and storytelling, trying not to grow too hastily. We are happy with where we are today because we’re taking the exact path we have been working towards.”
As the modern world of footwear continues to evolve – the in-demand industry is expected to hit a massive $440 valuation in 2026 – the Kistermanns’ innovative shift of sportswear staples into a luxury reinterpretation is anticipated to play a major role in the sector’s continued advancement, making Crime London one of the most promising sneaker brands to watch out for in the modern future.
Visit crimelondon.com for more.
