Loja Kings is a renowned brand that originated in the heart of São Paulo in the mid-90s. It all began with a record store called New Records, situated within the popular Galeria do Rock. Initially catering to the avid Hip-Hop and urban culture enthusiasts, the store quickly gained popularity amongst the crowd frequenting the gallery.

However, with the rise of technology and the decline in physical media consumption, the founder of New Records recognized the need for a new avenue to showcase urban culture in the form of fashion. In December 2007, the first Kings Sneakers store was born, filling this gap in the market. The brand's creator, Igor, grew up surrounded by urban culture and passionately embraced it.

Starting with a meager loan of R$300, Igor embarked on a journey to offer forgotten products, which quickly gained traction. Today, Kings Sneakers boasts over 112 stores in shopping malls across the country, with its success lying in the brand's unwavering belief and passion for urban culture