When Christian Prescott left high school, he thought he was destined to be a tradie. But thanks to a part-time sales job at Timberland, Christian found his real calling was footwear.
The 24-year-old now runs Aotearoa's first professional sneaker-cleaning business and the charity Clean for a Cause.
Christian Prescott Photo: YouTube screenshot
Christian says the idea for a sneaker-cleaning service came to him after several Timberland customers asked about it.
“To be honest, it probably took about three years to get it right,” he tells Jesse Mulligan.
Listen to the full interview here
The prices of high-end sneakers are driven by increasing demand and limited supply, Christian says.
“Sneaker culture in New Zealand is huge but it’s massive around the world, definitely in the last three years, it’s really taken off.
“It definitely has influence with the music and sporting arena, probably with big players in the NBA.
“Nike and Adidas create a lot of hype by releasing limited numbers of pairs, and then it just goes crazy on the aftermarket.
“So a retail pair will probably around $300-$500 and then once it falls into the aftermarket where everyone has full reign, it can almost double and triple.
“Some pairs have got to $10,000 sometimes.”
Considering the hefty sums some are forking out for footwear, a sneaker cleaning service like Christian’s gives collectors the confidence to actually wear their shoes.
His cleaning service costs anywhere from $85 to hundreds of dollars for high-end products like Nike Air Jordans.
A pair of Nike Air Jordans Photo: Travis Essinger / Unsplash
Off the back of Auckland’s relentless Covid lockdowns last year, Christian says he was keen to give back, especially to his community in South Auckland, through Clean for a Cause.
“Using my skills and resources at Sneaker Clean, I was able to come up with this idea where I can get people to donate their sneakers, I’ll professionally clean them, I’ll package them and gift them to kids in need.
“So last year, in December we were able to gift 500 pairs to kids just for Christmas.
“For a lot of these kids, these sneakers that they’ve received are probably the first branded sneakers they’ve ever got or probably the first pair of sneakers they get to call their own really.”
Christian hopes to get further sponsors for his charity at the upcoming 'Outsole' Sneaker Donation Event on 11 June.
“People will be able to come and bring the sneakers through the sneaker drive, and also you’ll be able to buy, sell, trade sneakers there, there’ll be a lot of vendors there. We’re looking to have about 1000 pairs on sale. There’ll be streetwear, music, food, should be a real fun day.
“We’ve never really had anything this size here in New Zealand, [in terms of a] sneaker convention, so it’s more just celebrating the culture and bringing the community together to raise awareness around our charity.”
Christian has even sold sneakers from his own personal collection to fund the event.
“I’ve sacrificed quite a lot financially for myself to be able to continue this kaupapa, so at the moment I’m probably sitting at about five pairs.”
Photo: Christian Prescott