Facebook post by University for the Creative Arts - UCA

A former UCA foundation student Rockwell Princely has teamed up with a YouTube sensation Callum McGinley to launch the latest must-have trainer brand Notwoways. Rockwell, who gained his foundation diploma from UCA in 2015, launched Notwoways a year ago in collaboration with Callum McGinley, otherwise known as Callux. The brand concept is simple – produce one type of trainers, in a number of colourways and at an affordable price, then sell them in limited-edition ‘drops’ each season. Success came immediately, with their first drop of 750 pairs selling out in 63 seconds. Their second drop was bigger – 2,100 pairs – and sold out in three minutes. It took just 11 minutes for their 5,000-pair third drop to sell out completely. Among their customers are YouTuber K.S.I, former NBA player Wilson Chandler, and footballers Morgan Gibbs-White, Angel Gomes and Adebayo Akinfenwa. “It’s been truly incredible,” said Rockwell. “The method of shock drops and then the customer receiving the product the next week has really worked for us. It’s risky, as you never know what the true demand is versus a pre-order system. We just don't want the customers to wait months to receive their purchase. “Reaching out to my friends in the sneaker community and getting their approval helps, especially for the culture. Our audience is a mixture of original sneakerheads, new sneakerheads, resellers, non-sneakerheads, fans and even just family – I love it!” Read more at uca.ac.uk/blogs #WeareUCA #MakersofUCA #fashion #creative #fashionstyle #sneakers #trainers #callux #sneakerhead #sneaker #kicks #sneakerheads #nicekicks #sneakerfreaker #sneakerholics #sneakernews #sneakeraddict #shoes #sneakerdistrict #trendysneaker #sneakerlove