So iLL x Jason Momoa: Roam Climbing Shoes

Among the many styles of outdoor footwear developed specifically for niche pursuits, climbing shoes may demand the most intricate attention to detail. Historically, the climbing shoe market has been dominated by legacy European labels rooted in the Alps. More recently though, So iLL of St. Louis, Missouri has done well to carve out an impressive share of the climbing shoe market with a focus on gym climbing, monochromatic colorways, minimal graphics, and technical performance driven by Vibram XS Grip rubber. Partnerships with rock climbing royalty Fred Nicole and Hollywood star Jason Momoa have certainly helped raise the brand’s profile, too. The new Roam Soft and Roam Rigid line of climbing shoes encapsulates what draws so many to the brand—sleek design, technical performance for a range of experience levels, and of course, celebrity co-sign.

But the road to get here wasn’t short, straight, or easy. So iLL (a portmanteau of their original home in Southern Illinois) traces its humble origin back to 2002 when founder Dan Chancellor launched the brand with unique and often irreverent holds hand poured in the kitchen of a college rental house. To “create an indoor playground” was his goal.

The freedom from rules and guidebooks made the then-burgeoning indoor climbing scene ripe for innovation, allowing Chancellor to create designs that would never be found outside—including the infamous baby head holds. The unconventional holds made for more exciting indoor climbing, and in this So iLL found its footing.

Source: https://www.fieldmag.com/articles/so-ill-jason-mamoa-roam-climbing-shoe