Hooked Trainers Pop-Up @BOXPARK Shoreditch


9 May 17

From Tuesday 9th – Sunday 14th May we’ll have Trainer Re-Seller brand ‘Hooked Trainers’ in our unit 26 pop-up! We caught up with founder of the brand Daniel Wilmot to gather more insight into the brand:


Tell us about who you are and what you do?

It all started after trawling through forums and pages buying and selling my own personal collection. After uni the real world slapped me in the face, I decided to give it a go properly and set up Hooked. With the support of my Grandad, Mum and dog Ralph, it grew from that to now having near 250000 followers on a major selling app. The next stage is pop-ups and then whoever knows.

The company philosophy is to give our followers current shoes, but at prices competitive to retail prices. We pride ourselves highly on giving amazing responsive customer service by being accessible and willing to help anyone, even if it means pointing them to competitors. It’s all about our followers, they got us here and we owe it to them so much. We recently started doing monthly giveaways, the chance to pick any trainer we have in stock (check our Instagram)!! The beauty and uniqueness of our shop which will be different to normal retail trainer stores is that we will only hold one size in one pair and once thats sold its sold! A new pair will come onto the shelf in its place ensuring that the selection is ever changing and fresh.


Which song best sums up your brand?

This question is a hard one! Naturally, I was searching for a footwear-related song as that would be the greatest representation of my brand but there is a severe lack of good songs! Perhaps, i might have to record my own in store and get it in the charts! The best one i could find is Drake, Future – Jumpman ! I’m a big Jordan fan and il be sure to bring some J’s down to the shop so keep an eye out for them!  


What can we expect from your stay at BOXPARK?

I think this week will offer the chance to engage on a more personal level with our followers which I’m looking forward too! People can come in and try some trainers, browse some clothes, have a drink and talk shoes & streetwear. I think its important to capture some of our community values of being approachable and fair, that have served us so well online, in this new retail environment. I’m just super excited to see how the product will sit on the shelves. Hopefully that should create all the necessary noise!

Which piece from your current collection is your favourite?

I know it’s cliché but I can’t say I have a particular favourite pair! I go through phrases of trends and styles, I like to mix it up, so having the capacity to do that with a wider range of lots of favourites is how I tend to go! At least thats how I tend to try justify the extensive collection!


What’s the best reason to come to Shoreditch for a shopping spree?

I think Shoreditch has the best balance of shops to the audience it stands to serve. It also offers the perfect platform for smaller independent brands and shops looking to grow their brand/dream! Well as we originate from Birmingham, I’m not sure we are best served to offer many tips on Shoreditch. But, I would say my tip is to engage with the people in the shops! You’ll get much more out of your experience down there as a result!


What does the future hold for your brand?

The growth in just 18 months has been exceeded all expectations so its hard to predict! Hopefully, in five years time we will be providing a wider range of pairs and sizes and being more accessible worldwide. We will have a bigger online prescience as well as a regular popups which we will hopefully turn into a permanent shop. Regardless, we will just take everything as it comes and continue to focus on the values that have so far served us so well!