Streetwear marketplace Novelship offers Malaysian sneaker enthusiasts an authentic trading experience with newly launched App

Novelship offers an authentic buying and selling experience by utilising image-recognition technology and brand expertise. The company has seen rapid growth during the pandemic as consumers are flocking online to trade limited edition sneakers and other streetwear.

Strangelove Skateboards X NIKE SB Dunk Low Pro sneakers, authenticity certified for online shoppers by Novelship. | Photo by: Novelship/Press release


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Asia’s fastest-growing marketplace Novelship today (19 July 2021) announced the launch of their first mobile application to mark their growing presence in Malaysia. The streetwear company provides local sneakerheads with an innovative platform to authenticate, buy, and sell limited edition sneakers that are in deadstock, i.e., unworn condition, and 100% authentic. As well as highly sought-after footwear, the site also offers limited edition apparel and exclusive collectors’ items from brands including Fear of God, Supreme, Bearbrick, Kaws, and more.

Novelship Co-founders: CEO Richard Xia (left) with COO Chris Xue (right) | Photo by: Novelship/Press release


Originally launched in Singapore in 2018, Novelship is the go-to marketplace for buyers and sellers to trade authentic sneakers, limited edition apparel, and exclusive collectables from famous brands such as Nike, Air Jordan, Adidas Yeezy, and Supreme. Using proprietary technology and brand expertise, the platform ensures authenticity and quality using a system of meticulous product checks. Upon sales confirmation, sellers have up to 48 hours to ship their product to Novelship for physical inspection to ensure the article matches their quality and authenticity criteria. Upon passing inspection, the product will then be delivered to the buyer, with the Novelship authentication tag attached to guarantee its authenticity.

Snapshot of Novelship’s desktop homepage. Photo by: Novelship/Press release


Should the product be deemed inauthentic, however, it will be returned to the seller and the buyer will be refunded. This process guarantees that every item bought and sold is verified, authenticated, and traded securely. Another unique aspect of the Novelship system is that it presents a major business opportunity to sneakerheads and first-time buyers to sell the items they love for profit. Additionally, users are rewarded with loyalty points for completing buys on the platform. The points accumulated can be redeemed for discount codes on the Novelship Rewards Page.

“We are incredibly excited about our growing presence in Malaysia. Over the past couple of years, we noticed that there has been a continuous demand for limited edition sneakers as more millennials are also seeing business opportunities in the resale market. As our business flourishes in the country, local sneakerheads will be better able to access these unique products from the comfort and safety of their own homes while being part of an incredibly cohesive ecosystem that shares their passion for sneakers,” explains Richard Xia, CEO and co-founder of Novelship.

Providing Greater Portability and Access to Sneakerheads Through A Newly
Launched Mobile Application

Since Novelship tapped into the Malaysian market in 2019, the streetwear company has seen a 2,400% increase in the number of users. They have over 120,000 active users on their platform to date and with the launch of the app they plan to achieve 40,000 more users by the end of the year.

Snapshot of Novelship’s mobile application user interface. Photo by: Novelship/Press release


Available for download on iOS, the app comprises features for sneaker aficionados to verify the authenticity of highly-coveted sneakers before purchase. This will also help regulate the billion-dollar resale industry, combatting counterfeiters. Meanwhile, Android users can expect to be able to download the Novelship app by September 2021.

Richard further added, “There are many advanced methods used by modern counterfeit
manufacturers nowadays, it has become harder than ever to distinguish the real thing from a knock-off. Our tech-based authentication service allows sneakerheads to verify product accuracy by inspecting size, colour, material as well as product conditions like stitches, logo, and laces, to mention a few.”

Other benefits of the mobile app include convenience for sneaker enthusiasts to find, bid and sell high-end sneakers, streetwear and other exclusive collectors’ items anywhere and at any time. This will further drive significant growth for the Novelship e-commerce market. User-friendly and available 24 hours a day, the mobile app gives consumers the confidence to purchase trendy, exclusive kicks that they see online without having to worry about authenticity.

To date, Novelship has surpassed RM71 million (approximately SGD23 million) in gross merchandise value (GMV) despite the recent pandemic. Currently, the platform has amassed over 100,000 users across Singapore, Malaysia, Indonesia, Australia, New Zealand, and Taiwan.

About Novelship

Founded in 2018, Novelship is Asia’s fastest growing online marketplace for authentic, limited edition sneakers, apparel, and collectables from the worlds most exclusive brands including Air Jordan, Yeezy, Supreme, Palace, Bearbrick, and more. Every item purchased or sold on Novelship is guaranteed to be 100% authentic.

Source: Novelship (Press release)