How I Accidentally Created a $26m Sneaker Brand 

Rocky seems like the best partner to work with, both him and cal make an insanely wholesome and entertaining pair

Definitely not by accident. You’ve put a lot of work into a successful business and deserve the applause you’re getting. Love this kind of video content. Please do a rerelease of the original exuberance 🔥

luckiest accident ever 😭

that fact that he's grown a 26 million pound business in 4 years just shows how much of a natural businessman he is.

Accidentally is a stretch lad

it’s so sick to see how far lux has come, I went from watching him an his mates fucking around to now watching a video on his 26 mil dollar shoe brand. good job lux 💕

Big up Rocky, bro is too good and seems like someone who is easy to work with!

Found this proper interesting, its brilliant to see the journey designers go on 🔥

well done callum you've absolutely smashed it and the notwoways brand and whole team are amazing cant wait to see what else you guys come up with

Wish I could of got a pair... the amount of time most of these sneakers to sell out is crazyyy ! Very very happy I got the 2 exclusives, Formula + Roxo (Your team helped me get the Roxo, that I thought you didn't actually have any left, but they came in clutch + managed to send me an invoice with the sneaker ready for me to buy.. I almost cried when I opened the box hehe) But my babies are kept in their box, have the paper to keep them straight.. Very very proud of you Luxyboo ! I've been here from the first babies getting released + you guys launched with the trailer etc, the new ones upcoming look stunning btw (Java colourway look stunning) So happy I met Rocky, he's goated !

Bro the white and green ones look so good

I love a Callux upload, they’re always so interesting to watch.

I love that this video shines a light on some of the people we dont get to see. I cant lie. Rocky might be the G.O.A.T of Design. 🔥 What a team u have. Keep it up!

The blue white and black hi tops next to callux fav is the ones I want most

this is such an amazing experience seeing the journey of how this is all done and been worked. also, that full yellow colourway on the wall is a need, i need them to drop that

Damn, I’m in the mood for some notwoways!

Accidentally is a reach. Watching this is truly an inspiration to my own brand, love it!

be unrealistic. such an inspiring video!! we needed this! beyond proud of you!!

I dont know why, but I was waiting for this video, Big up Cal, many more decades to go with n2ws

Stars aligned having rocky at your side 👏🏻

Insane accomplishment. Well done !!!!!

Hello from the US! I bought a pair of notwoways a few months ago and absolutely love them :) My friends always ask where I got them from because they love the look as well. Keep doing your thing bro!

I want a wide base high top for pure comfort with great looks, bold colourway and sturdy, Id buy many as I use and abuse through pairs at work.

Love the look of the mint green ones. 😊

Your work ethic is incredible Lux

I love seeing RU-vidrs create a brand that goes massive 👌

crazy to see this from skill school to where he is now. Congrats cal mate keep smashing it.

You’ve smashed it! They’re sick man!

Please make a Chanel and upload you’re one doc. You would be the first one how really shows the bits of a business like this

The slides looked so dope

Proud of you, man. You've come a long way. Cheers.

Thats crazy, with no hate or bad intent, I always thought Callux was on the poor side of youtubers, but cleary hes worth over 26 mill. Great job

The new release looks so dope 🙌🏼👏🏼🙌🏼 be unrealistic

"if i can do it you can do it too" says the man with over 4 mil subs

amazing stuff lux keep pushing

05:29 3rd colum 3rd line those white brown first model

Young JJ with young Callux

This is a banger video! You got an awesome team Lad

I would love the foams in a black colour way

Well done callux that new shoe is sick

Sick man! Keep up the good work!

Sick video, great to see the process

Need more colours in the ARW’s banger shoe 🙌🏻

Congratulations Callux

Just getting started … I’d love to see a notwoways x sdmn sneaker collab

Need like an adidas gazelle shoe for the football hooligans

SAKURA also the teal and lilac are 👌

Amazing what you've done im younger taken a small shop camberley called franks doggs hope for the same success

The Sakuras! 🥲

more of this almost like 'Sunday' with jesse from nelk

5:56 please drop these bad boys please 🙏

Met Rocky a couple times and he is the best dude

make more i want them

Love this from you ❤, just ordered a pair too. 🎉 I’d love to see more of this stuff, it’s really interesting and I’m excited to see where it goes 😊

I love success stories ❤

My pleasure is your pleasure

congrats guys

Black and purple would be a cold colourway

Top work!!

very awesome to see, can you make a wide foot shoe?

loved this

Make a foam slide

Lets be real. The business is a success because of the sidemen but congratulations on the success.

“Small sneaker brand” worth 26ms my brother ur big time

I really love these kicks

These are absolutely sick.

so proud of you @callux

You should release a vote to make one of the unreleased designs a real thing

This BTS is sick - Seeing the process and how well you trust in Rocky's and the team's skills is very inspiring. Absolutely smashing it with NTW - love my afterdark's.

Haven’t watched a Callux vid in years, insanely happy to see that he’s still dropping videos and making insane projects

Hardwork and passion are never accidental, Cal you have done an amazing job.

What a trash title

Congrats mate. You've put in some graft to get here and the shoes look class. Proud of ya

the fact this man created a brand like notwoways from literally 0 and documented the journey is insane 🤩

Just looked at the site and the trainers look like Yeezy rip offs

You make it look so easy to make a successful shoe company

Congrats Cal, but please don't sell dreams. NTW is a success not only because of the fans and Shopify. But also all those years building an audience, the connections you created (big ones like the Sidemen, that invested 7 figures in the company). So no, an average Joe won't create a million dollar company in a few years. You need to work on the marketing A LOT. That means having the right people investing, a good team, a good platform. If not you will end up with a mental breakdown and filling for bankruptcy. Business planning is very important before starting anything. If you have millionaire friends though, it does help a ton. lol

can't believe it's been years and this is the first time you've showed us some of the process haha absolutely mental to see how ntw just took off and never looked back. built an amazing team as well, so cool to see the samples wall had some bangers in it, can't wait for what the future holds for ntw, keep smashing it 🚀

Why is he acting like he didnt recieve 2.3 million in investment to start from his mates/sidemen and they have mentioned/advertised it and basicaly sold it for him

Interested to know how the 26m valuation has been calculated, the company reported a retained profit increase of just over £200k in 2023, and held total assets of about £3.6m. No denying it’s been a success but to say it’s worth £26m seems quite an overstatement, maybe a bit “unrealistic” if you will 😉

Okay but why are we pretending like foams weren't something Kanye did already?

still never seen anyone other than his mates wearing them.

I BEG to have a RED shoe from NTW! Hook me up with that sample colour way and ill do a promo of it

you have a phenomenal talented team right there, i hope you're paying them well

Professional waffler

Some of the best projects start on a piece of paper ✌

I mean having JJ boost your brand didn’t hurt either

love your content, but sorry mate without the sidemen this whole thing wouldn't blow up...

I remember MrsBlackOps days from back in 2011 lol. When you used to stream Chatroulette and Cod zombies in your old Uni dorm. Happy for you mate.

I hate foam shoes but these I'd wear especially with the sock it's sick ...W shoe

i remember watching you, syndicate and fearcrads going for moabs on mw3.. 6 hour stream. MOVES CAL MOVEEEES

Hair dryer trick phenomenal

Love❤

Love the fact that you highlight how talented the people around you are as well. So proud of you Callux, what a journey man.

WHO ARE BUYING THESE

some of those samples defo need to be released. Personally, i'm a big fan of the formula shoes the quality is mad for the price, Ive vouched that ill buy all the colourways you release in them. I already need another pair of the whites so keeping my fingers crossed for another restock

Crazy what u can do with famous friends

I recently begun making RU-vid videos of my travels. Any advice on how I can improve them would mean a lot!

mate how do you calculate how much money your company is worth?

Good job Cal, hope some day I'll buy myself a pair of NTW. Keep going you are doing great!