Sole What

Sole What was founded by Edwin Choong — known in Malaysia's sneaker community by the online handle Mini — who opened the store's first location on September 29, 2007. At the time, dedicated sneaker culture in Malaysia lagged behind neighboring markets such as Singapore and Thailand, and Choong set out to give the country its own specialist retail voice rather than leaving collectors to import through those markets. Sole What is generally credited as Malaysia's first store built specifically around limited and special-edition sneaker releases, rather than general athletic footwear. As the store built a track record with local collectors, major brands including Nike and Adidas began allowing it to carry limited and special-edition releases directly, a level of access independent sneaker retailers typically earn only over years of sales volume and community trust. The business grew from its original store into a small multi-outlet chain across the Kuala Lumpur area, with locations that have included Mid Valley Megamall, The Gardens Mall, The Starhill and Sunway Carnival Mall, alongside an online store. Sole What's product range now spans sneakers, apparel and accessories from brands such as Nike, New Balance, Reebok, Puma, Saucony, Vans and Converse, continuing its original focus on Malaysia's sneaker and streetwear community.