The beloved Los Angeles-based Gift Shop unboxed a new chapter in its history last week.
Momotoys, who opened their studio in Los Angeles in 2024, have created a haven for toy collectors. Those looking for a quick dopamine boost can visit their by-appointment studio for some of California’s best curation of toys and collectables. Their ability to encapsulate the joys of yesteryear through vintage toys is impressive. As is the way they tastefully connect that gap between toy collectables and streetwear, and fashion.
Momotoys’ in-store apparel has become an identifier for cool kids in the fashion world. Their playful hats are reminiscent of the ever-nostalgic Y2K era, which is enjoying quite the resurgence currently in the vintage and fashion community. Their mascot, Momo, can be found through several accessory pieces, and even became the focal point of Momotoy’s collaboration with VANDYTHEPINK earlier this year. The capsule was a match made in heaven, as the same utter joy that Vandy displays with his projects is the same joy that can be felt through Momotoy’s curation and the merch collections.
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Clarks has identified with the joy that has made Momotoys such a staple of Los Angeles. Now, the brands have connected for a special project on the iconic Wallabee. From Momotoys’ side of the coin, the collaboration came at the right time.
In a conversation with SoleSavy, the team behind Momotoys shared that the project was something they “always had in mind.” And, much like their projects in the past, “happened organically.”
For the creatives behind Momotoys, the Wallabee “played a role in the streetwear culture of growing up. It was the shoe you wore when you wanted to dress up, but you still wanted to be able to mix it up with your fits day to day.”
In its own right, the Wallabee has become an immovable force in the world of fashion. From being a staple in the transformative era of Hip-Hop, to being Walter White’s signature shoe, to becoming a fall essential for fashion creators on the internet, the Wallabee has always had a presence in popular culture. Understandably so when you consider the shoes’ versatility, plethora of color ways, and perhaps most importantly for aging millennials like myself, their comfort.
That versatility is perhaps why it made the most sense for Momotoys to put their touch on the iconic shoe. There is no need to reinvent the wheel; in fact, that really isn’t their style. What is, though, is celebrating the past- and reaching into that piece of nostalgia that will bring a smile to your face. That could be through stocking a 1997 Tomy Pikachu plush toy in their studio, or it could be through celebrating the joys of the past with Clarks.
“Just like our curation, the collaboration screams nostalgia to people. I think that’s why the Wallabee silhouette relates so much to our core branding. It all goes back to the fine balance of being playful and nostalgic, and that’s where we want to be as a brand,” explained the Momotoys team.
This special collaboration launched last weekend exclusively at ComplexCon. Through a special activation within Momotoys’ booth, fans were able to try their luck at purchasing the collaboration through a gachapon system. This method was not only a fun way to release the shoes, but also further honored Momotoys’ roots in collectables and toys.
Like any gachapon, Momotoy’s activation had a top prize: their collaborative Clarks Wallabees. For $40, fans could try their luck on the machine. Some participants ultimately won a ComplexCon exclusive hat, while others went home with a piece of sneaker history- and a new chapter for the beloved Momotoys.
For Momotoys, their activation was a long time coming. “We’ve attended ComplexCon for the past couple of years as partners with brands. This year, thankfully, we had the opportunity to show what we do as the brand,” they explained. “We wanted to let everyone experience what it’s like to shop with us in our studio in Los Angeles. Since we are by appointment only, people are too shy to book an appointment with us. We did a pretty solid job of bringing the vibes and curation of the studio to ComplexCon this year.”
This collaboration gave Momotoys the platform to connect the ever-meshing worlds of collectables and sneakers. Through channeling the power of nostalgia and the joy of collecting, Momotoys is constantly able to put smiles on the faces of those in need of a pick-me-up. And, boy, do plenty of us need that right now.
The limited Momotoys x Clarks Wallabees collection is not expected to see a wider release. That said, this successful collaboration is surely only the beginning of more to come.
Be on the lookout for Momotoys’ second book releasing via -ISM this Holiday season. You can book a visit to their Los Angeles studio via Momotoys’ Instagram.
