About the brand

Sj Lifestyle

SJ was born out of frustration with the sneaker market, considered too expensive for what it delivers. Backed by more than 70 years of footwear expertise through its parent company, the brand set out to challenge this system by creating quality sneakers at a fair price. Accessibility lies at the core of its mission: everyone should be able to wear good shoes without sacrificing their budget. Each model is developed by an in-house research and development team, constantly exploring innovations in comfort, durability and style. SJ is also committed to the planet by incorporating recycled and responsible materials. More than just a sneaker brand, SJ promotes a new approach: ending the excesses of fashion and giving consumers back their freedom to move.