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| The Lab | |
|---|---|
| Type | Private |
| Industry | Fashion |
| Founded | 2012 |
| Founder | Jo Farah |
| Headquarters | Cape Town, South Africa |
Area served | Worldwide |
| Key people | Jo Farah (Founder and CEO) |
| Products | Fashion care |
The Lab (formerly known as Sneaker LAB) is a South African company that manufactures biodegradable fashion care products. The company markets its products as using biotechnology, specifically "pro-bacteria," which are intended to clean at a microscopic level and continue working after application, breaking down dirt and stains.
The Lab was founded in Cape Town, South Africa, by entrepreneur Jo Farah in 2012 as Sneaker LAB. Farah previously worked in marketing for footwear brands like Nike, Adidas and Puma.
Farah planned to develop a product using "pro-bacteria" known as probiotics for cleaning. The company's approach using probiotics for cleaning initially faced market skepticism, which led to a focus on creating a product that was both effective and sustainable.
When the South African retailer TFG Limited placed an order for 500 units, they sold out in a few days, which led to increased growth for the company.
In 2014, The Lab began a period of international expansion, entering new markets and partnering with global distributors. The company's products became available in over 65 countries and it has 8 global distributors. It received investments from the investment firms Buffet, KLT and Smollen Group regarding its global expansion. The same year, as part of its green philosophy, the company collaborated with the organization WeForest to plant trees in an effort to offset its carbon emissions.
The company received Global GreenTag certification, which verified that its products met specific environmental criteria.
The Lab has collaborated with fashion and footwear brands like Christian Dior, Karl Lagerfeld, Off-White, Axel Arigato, and Nike.
In February 2018, the company opened its flagship store in Braamfontein, Johannesburg in South Africa. It opened another store in Los Angeles in June of the same year. It also partnered with the Peninsula School Feeding Association (PSFA), a non-profit organization dedicated to fighting hunger among young learners in the Western Cape province of South Africa. Through the company’s partnership with PSFA, they give 167 children at Ysterplaat Primary School, 60 children at Portia Primary, and 200 children at Simons Town School daily breakfasts and lunches. The same year, the company collaborated with the brand Denimlab to launch a denim care product line. This partnership resulted in a product line designed to clean denim while preserving its color and integrity, utilizing Sneaker LAB's signature pro-bacterial formula as a gentle alternative to traditional detergents.
In 2020, The Lab ventured into hatcare and launched its Hatcare Kit. This product line was introduced to provide a sustainable cleaning and protection solution for headwear. According to statements by Farah, the venture was a natural extension of its focus on accessories, particularly within streetwear culture.
In 2023, the company was named the official global care partner for New Balance. This partnership also resulted in the launch of "Sneaker Laundry" services (known as Shoe Care Bars in Japan), a dedicated in-store station where customers can get their New Balance sneakers professionally cleaned using The Lab's products in three New Balance retail locations in Japan. The same year, The Lab collaborated with Nice Kicks, an online platform and retail brand on a sneaker cleaning kit with a portion of the proceeds from the sales split between WeForest and Caritas of Austin, a nonprofit organization that provides rapid rehousing services to families and individuals who are experiencing shorter-term homelessness. During this time, the company launched its Apparel Care line. The product line is marketed with the stated purpose of extending the lifespan of clothing, which the company aligns with a broader goal of sustainability. The products are formulated to clean and refresh garments, which can reduce the frequency of full washes.
In 2025, The Lab partnered up with South African cricketer AB de Villiers and launched in India for their first campaign in the country . The same year the company was one of the sponsors for Blisters for Bread, a fundraising event for The Peninsula School Feeding Association (PSFA) in association with Lucky Star, held on Sunday, 31 August 2025 in Cape Town. A partnership between the company and the headwear retailer Lids resulted in the creation of a product line focusing on hat care.
In November 2025, Sneaker LAB rebranded itself as The Lab.
The Lab's sustainability efforts include a probiotic-based cleaning solution. The formulations contain over 35 million CFU/ml of naturally occurring probiotics, which are intended to break down dirt and odors.
Studies conducted under the Globally Harmonised System (GHS) of Classification and Labelling of Chemicals showed that the products do not exhibit acute oral, dermal, or inhalation toxicity. They were also found to be non-toxic to the environment and non-irritating to skin and eyes.
For packaging, The Lab uses bottles made from up to 40% upcycled plastic, which are also recyclable. The products have received Global GreenTag certification.
The company's products are certified by The Vegan Society and are PETA-approved, ensuring they are not tested on animals and do not contain animal-derived ingredients.
In addition, The Lab has partnered with WeForest to plant trees to offset carbon emissions and supports GoldYouth.org, a non-profit organization focused on youth development.
The Lab's product line includes a variety of solutions for cleaning, protecting, and maintaining footwear. Some of their products include: