Elliott Usher launched The Sole Guyy business when he was just 16 years old
Elliott Usher, founder of The Sole Guyy(Image: CREO COMMS)
A fashion business led by a teenage entrepreneur which helps UK retailers source the world’s rarest trainers has expanded. The Sole Guyy was officially launched by Elliott Usher when he was 16, leaving St Robert of Newminster Catholic School in Sunderland after taking his GCSEs to turn his passion for Air Jordan trainers into his own venture.
Now, 18-year-old Elliott has expanded his online business into a new 472sqft head office and warehouse at the North East BIC in Sunderland, following a third successive year of growth. Since its launch in 2023, the firm has sold over 7,000 pairs of footwear, ranging from rare Nike Air Jordans and P-9000s to sought-after Asics Gel Keano 14s and Gel 1130s.
The opening of the new office and warehouse will give his company the space is needs to continue building, as it looks to further increase sales and turnover in 2026.
He said: “Last year was our best yet with turnover hitting a record high and a number of new retailers joining our roster. We also made the strategic decision to focus solely on Asics and Nike as opposed to supplying several brands, which was somewhat of a risk but has proven to be one worth taking.
“Looking forward, our aim is to build on this momentum in 2026 by onboarding more customers and expanding our product range and this new unit will be key to achieving that.”
The Sole Guyy has operated from the BIC since 2023 when Elliott, who initially set the business up from home while aged just 13, opened his first dedicated office. He invested £50 of his birthday money to start the firm, but at the time was studying at home during the Covid-19 lockdown.
Elliott Usher, The Sole Guyy, supplies fashion and leisure retailers with rare trainers(Image: CREO COMMS)
He spent around three years researching online trends, worked to pick up skills and knowledge needed to run his own business, then took the leap of faith to launch the online store, initially sourcing and selling high-end ‘hype trainers’ with prices ranging from £50 to as much as £6,000.
After securing a loan from the North East Fund last year to help scale the business, he said he has bold ambitions for the future.
Elliott added: “We were almost at capacity at our previous premises at the BIC, so we approached the team about the possibility of expanding into a larger unit. We’ve been based here since we set the business up in 2023 and the team couldn’t have been any more accommodating.
“As well as helping us move into the new unit, they also pointed us in the direction of funding providers who could help grow the business, which has been a real help. We’ve since secured a business loan thanks to that support, which alongside this new larger unit will be key to enabling us to scale up our operations as we continue growing.
“It’s been the perfect launchpad for the business and I have no doubt it will continue to serve us well as we seek to increase our market share and expand the business.”
Paul McEldon, chief executive of the BIC, said: “It’s fantastic to see The Sole Guyy continuing to grow its presence at the BIC. The BIC was established to provide the flexible workspace and support required to help small businesses start up and grow and this is a fantastic example of that.
“It has provided the perfect springboard for Elliott to set up and scale the business and we’re looking forward to supporting him as he continues to go from strength to strength.”
