WHO WE ARE

In the mid-1990s, within Galeria do Rock in the heart of São Paulo, a record store called New Records was established.

At that time, the store became popular among those immersed in Hip-Hop and urban culture who frequented the gallery's corridors. For over a decade, this modest shop—displaying the number 34 on its facade—remained resilient and true to its roots.

However, by the mid-2000s, as technology accelerated, record sales became increasingly niche and were confined to a small group of physical media enthusiasts. It was during this period that the narrative of New Records began to evolve into what would later be known as the “Macaco” story.

In December 2007, the founder of New Records recognized a gap in the market for urban culture expressed through fashion. Thus emerged the first “Macaco” store, Kings Sneakers. Born and raised in downtown São Paulo, Igor not only grew up immersed in urban culture but also became deeply involved in it.

The beginning was arduous and challenging. He embarked on this journey with R$300 borrowed to purchase products overlooked on outlet shelves—and success soon followed.

Success multiplied. A proprietary brand was born. The gallery corridors eventually became too confined to contain the brand's influence, and since 2014, Kings Sneakers franchises have proliferated across shopping centers. Today, Kings Sneakers boasts more than 153 points of sale.

The secret? A passion for what one truly believes in.