Leonardo DiCaprio invests £4 million into vegan trainers (sneakers) company

Mail on line ^ | 26 July 2023 | RICHARD EDEN and STEPHANIE TAKYI

[dennisw]

As bosses praise his 'genuine love for the brand' By

His eye for youthful beauty is no secret. But now Leonardo DiCaprio can combine business with pleasure whenever he hotfoots it to London.

In recent weeks, the Oscar winner, 48, has been repeatedly spotted at the trendy Chiltern Firehouse restaurant with Coventry-born supermodel Neelam Gill — who, incidentally, is the same age as 28-year-old model Gigi Hadid, with whom he was linked last year. But it’s not just a beautiful woman bringing him to the capital.

I can reveal that the star, said to be worth £230million, has put a hefty part of his fortune into British firm LØCI, which crafts vegan trainers (or sneakers, as it calls them in a nod to the U.S. market) from recycled bamboo, foam and rubber.

The company also recycles 20 plastic bottles into every pair it makes. LØCI was founded in 2021 by a quartet of Londoners including Emmanuel Eribo and its footwear has been spotted on the feet of, among others, actress Lily James and Princess Eugenie.

‘Leonardo DiCaprio is one of our investors,’ Eribo, 40, tells me, praising the £4million investment the Hollywood actor has put into the fledgling business.

‘He’s an absolute star and sees the world the same way we see it. It’s been an absolute blessing having him on the team. You can’t ignore it’s a British brand and he’s betting on it.

‘He didn’t need to do this — there’s definitely something in there that is tugging on him.

‘I have not seen him wear another pair of shoes [except ours] the last 50 occasions he’s been snapped

‘If I could say things about Leo, I’d probably use two words: genuine and kind. You can care about the world and still want good things,’ adds Eribo.

[dennisw]

What virtue signaling. Save the planet Leo. Go tell DeCrapio that my Asics Venture 8 are 100% synthetic so are vegan too. At one fourth the price.

[Libloather]

We first caught wind of the Løci brand when we saw them on Mila Kunis’s feet. It’s clear she gushed over them to her husband because, soon after, Ashton Kutcher followed suit. Within weeks we saw the likes of Gwenyth Paltrow, Dwayne Johnson, Olivia Wilde, Ben Affleck, and Kristen Bell wearing them around LA—you get the picture.

https://reviewed.usatoday.com/style/content/loci-shoe-review-classic-sneakers

[Tax-chick]

4 million pounds is chump change to Mr. DiCaprio. Maybe the business will be a success. There’s a market for the weirdest things.

[Vaquero]

Vegan sneakers. I would not expect carnivorous activity from a pair of shoes

[Clutch Martin]

Pineapple fibers are turned into textiles.

Cotton and flax are plants too! I wonder if the press knows that inconvenient truth?

[Fresh Wind]

I will worry about what my shoes are made of when I start eating them (because bugs don’t appeal to me).

[LouAvul]

He's typical for that degenerate crowd. Pollutes the environment like a 19th century factory and then preaches to the working man to stop driving to work.

I despise that creep. Never thought he could act, either. I guess the girls thought he was cute.

[Deplorable American1776]

I get my sneakers from WalMart for $25 each. It might not be anything special, but I’m saving money. Besides, I can mow with them on my feet and get them wet, can they do it with them?

[Nifster]

And while I do put my foot in my mouth occasionally I have never and will never eat my shoes

[bray]

Young airheads dig them.

[butlerweave]

Are there enough vegans out there to get his 4 million pounds back ,do they wear them or eat them ,LOL

[dennisw]

Løci seems to be the fashion sneaker brand that’s doing something a little bit different and, we’re here for it. To learn more about the brand, Løci sent us a pair of the Løci Classic ($195) and the Løci Atom ($245) to test. After two months of constant wear, our testers say they are better than Vejas, and we say they’re one of the most compelling sneaker brands around.
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So we can see how much Løci trainers cost. My favorite Asics gel Venture 8 goes for $50 on Amazon and they are 100% Vegan and 100% synthetic materials.