‘over the long-run, the race will indeed go to the slower, steadier animal’ Bejan, 2018

We believe in a culture that encourages ambition, courage and growth. We strive to make a positive impact on the world and believe that one’s starting point should not restrict or pre-determine where one finishes.

Launched during lockdown 2020 but in conception for many years prior, STEDDI was founded by Troy Ikoku, to contribute to the role that the subcultures of contemporary art, skate and music contribute to mainstream fashion. Designed to inspire, the STEDDI Brand is deeply entrenched in its London roots and enhanced by Troy’s Nigerian heritage and own personal journey, which began in the Netherlands, where he spent his early years. It
represents a powerful demographic with rich potential, underpinned by luxury fabric and meticulous design.

As with the well-known fable, the STEDDI tortoise represents the achievement that comes with focus and steadfastness. It mirrors the tortoise’s counter-intuitive success by being able to combine affordability with luxury, understated yet bold design, and exceptional detailing with durability.

Diligence in Pursuit

STEDDI

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STEDDI

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