A CEO & Sneakerhead Talks Trainers
A CEO & Sneakerhead Talks Trainers

A CEO & Sneakerhead Talks Trainers


Moses Rashid is the man behind The Edit Ldn, which is fast becoming the place to buy and sell limited-edition sneakers online. He told us about the opportunity he saw, the brands and collabs to look for next, and gave us an all-time top 10…
Photography @MOSESRASHID

My love of fashion and sneakers goes back to my childhood. I think it’s rooted in the fact you can tweak and change things day to day depending on your mood and vibe. With sneakers in particular, my passion came from a really young age, growing up watching the Chicago Bulls, that affiliation with Michael Jordan and seeing that culture grow. As I’ve got older, everything’s been amplified through digital means – it’s definitely fair to say I’m an addict now.

I remember buying my first pair of Jordans. They were Jordan Chicagos and I got them in the mid-90s. It was a really big deal for me – I don't think anyone where I grew up (in Exeter) was wearing that kind of thing at the time. The obsession was so real that I remember going to the store and settling for the last pair in stock – they were two sizes too big. I bought them anyway and used to shove socks into the end of the shoes just so I could wear them. 

The hype around trainers is something I’d trace back to the 90s. To me it was a culture that turned into a commodity. Even back then, you would have people queuing up overnight to cop a pair of shoes. There’s also an element of status too. I compare it to driving a nice car and passing someone else in the same car. Sneakers are a similar thing, particularly in the US where people will literally stop you in the street and say, “Hey bro, I love your kicks!” I guess it’s this idea of community and appreciation for something rare. Take that to the present day, amplify it with social media and it's moved to a whole new level. Throw in the way attitudes towards dressing have shifted since Covid – even in the City you’ll see plenty of men and women wearing suits with trainers to work – and the market for sneakers is getting even bigger. 

It’s important to cut through the noise. While a lot of trainer culture is based around hype, it’s important to not be overly focused on that. Right now, for example, consider the Tiffany Air Force 1s. When you take away the exclusivity of the fact there’s only 1,000 of them out there, are they really worth the investment? They’ll probably retain value since they're made in a limited quantity, but always question if you’re actually going to wear them. Are they as cool as you think they are? Do you genuinely like them?

The Louis Vuitton Air Force 1s were a recent collaboration I got excited about. I actually really loved the plain white colourway because they’re really understated – you probably wouldn't even realise they’re LV until getting super close, and that’s kind of what I love about them. There was also a drop recently – the Jordan 1 Low Union – which had almost zero hype attached to it, but I was really excited about them. They’re quite a simple canvas skate shoe which is a style I used to be really into as a kid. From Nike to Dior, several brands are leaning towards this shape now – I saw a lot of people in this skater-shoe silhouette at the Moncler Genius Show too. 

Always question if you’re actually going to wear them. Are they as cool as you think they are? Do you genuinely like them?"

Adidas is one of the brands that’s going to pop off (even more) this year. If you’d asked me six months ago, I might have had a different answer, but the brand’s had a bit of a revolution off the back of the Adidas Sambas. It’s great because they’re still a relatively accessible shoe – and actually one of our biggest sellers on The Edit Ldn. I predict we’ll start to see Adidas slowly bring back other similar, older silhouettes now. New Balance is a similar story, with last year being all about the 550s of course. Now we’re going to see more grandad-style shoes like the 992s, as well as functional, outdoorsy styles like some of Salomon’s which have also come through in a big way this year. Even brands like LV and Prada are adopting elements of this aesthetic.

I’ve built and sold businesses for years. I’ve done digital marketing, property and worked with big brands, but deep down I’ve always been a huge sneakerhead. The idea for the store came to me at a sneaker festival – picture something a bit like a car boot sale. As I was buying a pair of kicks (which weren’t cheap) I asked a very simple question: “Do you have a plastic bag?” The guy said no. It blew my mind that I was paying a premium but couldn't get that in terms of service. I walked away that day and really reflected on the market as a whole and realised there was a gap for a premium offering that offered exclusive, rare trainers but with a service that fits the bill too. That was my lightbulb moment.

The Edit Ldn launched in January 2020. We’re three years young, but have had a really impressive growth rate year on year and I chalk this up to the reasons we’re different. We’re an e-commerce marketplace that works end-to-end and connects buyers to sellers, but experience and service are a core bit of the business – 30% of our revenue comes from off-site activities such as personal shopping. Finally, we also work largely with concession stores around the world from Harrods to Galeries Lafayette

We’ve signed a global deal with the Chicago Bulls. From sponsoring their walking series to being a presenting partner at Paris Fashion Week, all the way through to access to the players for personal shopping events, it's a multifaceted partnership we’re very excited to be a part of. 


Jordan 1 Retro High OG Chicago Lost and Found

Michael Jordan's very first shoe with Nike has been re-released – but with a twist. Inspired by the original Chicago style that totally changed the game back in 1985, this one comes with white and black laces which can be switched up. A great everyday staple for every sneaker collection.

Available at TheEditLdn.com

Jordan 1 Retro Low OG SP Travis Scott Reverse Mocha

Working on top of an earthy brown suede base, crisp white leather panels wrap around the rest of the upper for a contrast in both materials and colours, with creamy laces tying everything together. This shoe is perfect for spring and summer, and looks cool with just about anything.

Available at TheEditLdn.com

Louis Vuitton Nike Air Force 1 Low White

This combination of low and mid-tops added something extra to this line and to Virgil Abloh’s previous collabs. For me, it was the classic White AF1 with the understated embossed LV logo across the shoe that caught my attention. If you know, you know.

Available at TheEditLdn.com

Jordan 1 Retro High Off-White University Blue

Virgil Abloh put all his signature style cues across this high-top silhouette, while a sewn-on tongue sits across the sidewall and “AIR” insignia is stamped to the midsole. That vibrant blue colourway contrasts nicely against the white mesh. To me, it’s the deconstructed theme that makes this pair so appealing.

Available at TheEditLdn.com

Jordan 1 Retro AJKO Low SP Union

Staying relatively faithful to the original model, the upper is almost entirely in the material of the original. The velcro-affixed Swoosh, however, is swapped out for suede, with both grey and blue options used to obscure the UN/LA print layered over the adhesive. It's such an easy sneaker to throw on every day – and at a reasonable price point while just oozing cool.

Available at TheEditLdn.com

Jordan 1 Low X Travis Scott Fragment Design

This colourway is reminiscent of the legendary Fragment Design AJ1 released in 2014, with premium white, blue and black leather throughout. The staple design from Scott's Jordan drops is the backwards swoosh, which features on the lateral side of each shoe. This one comes with a set of pink laces which just make the sneaker pop.

Available at TheEditLdn.com

New Balance 9060 Joe Freshgoods Inside Voices Penny Cookie Pink

There's no doubt the New Balance 9060 Joe Freshgoods Inside Voices Penny Cookie Pink was one of the coolest collabs of last year. Made in collaboration with a Chicago fashion icon, it takes on one of New Balance's latest silhouettes and perfectly fuses the classic with the contemporary.

Available at TheEditLdn.com

Yeezy Boost 700 Wave Runner

This colourway has had a few re-releases – and for good reason. The shoe features grey and black suede overlays, premium leather with blue mesh underlays, neon green laces, and a signature chunky midsole with encapsulated Boost technology. Translation: these may look bold but they are comfy and versatile as hell.

Available at TheEditLdn.com

Nike SB Dunk Low Travis Scott

With a mix of patterns across the top, and dark navy paisley panels flanked by intricate plaid and a khaki toe box, these are finished with Scott's signature Cactus Jack branding at the tongue. They’re pretty loud, but they go with almost everything.

Available at TheEditLdn.com

Jordan 4 Retro Military Black

If you could only buy one pair of AJ 4s this season, make it the Jordan 4 Retro Military Black. Directly inspired by Tinker Hatfield's legendary Military Blue release from 1989, this pair gets a monochromatic makeover that will work with every fit you decide to throw on.

Available at TheEditLdn.com

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