How did you get into kicks?

Well, I grew up in a small town, Melville, Saskatchewan, with a population of 5000 people. There was no street culture, so dope sneakers weren’t really around while I was in high school. It’s not like growing up in New York City! I was always a little wannabe skater girl. I picked up a skateboard when I was about 14. I loved sneakers but back then it was just skate shoes: Etnies, DC’s, Vans, etc. It wasn’t until my friend Danny, he’s a major sneakerhead, was a huge influence to me. He got me so excited about street sneakers. He’d be telling me all about new releases, showing me the Mork and Mindy’s or whatever. It really excited me! I just love how sneakers are designed around a concept. If you take a look at my photography, all of my shoots are designed around a concept. I don’t just take someone and sit them down in front of a blank wall. No, they’re eating donuts, or doing something, always trying to communicate an idea or story. That’s what I love about sneakers, they’re telling a story. And when you really GET it, you can truly appreciate what the artist is doing. Take music, for example, I’m a big hip hop head. The more you listen to rap music, the more you catch the emcee’s references. You’re aware of those back stories, beefs and samples. You feel like you’re a part of it.

You’re working on a photography book that is definitely about telling a story, a love story about hip hop it sounds like.  Want to tell us more?

The book is "I...I'm Sky High". That’s obviously from the Kanye West song, “Touch the Sky”. He’s been such a huge influence on me. He dropped out of college, like me, and he’s gone on to do everything he’s wanted to do. He motivates me. Every time I achieve one of my own goals, I feel like I’m on top of the world! So that’s what I want to call it. The whole idea stemmed from the bad rep that rap music has. In my opinion, it’s the most honest and motivational music genre there is. There are positive hip hop lyrics out there and I’m looking to defend it (hip hop) a little. It’s what I listen to, and it’s what inspires me. Two years ago I was going through some scary health issues and a lot of stress, and listening to hip hop helped me get through it. In Eminem’s “Sing for the Moment”, he says, ‘This is for anyone who’s ever been through shit in their lives, so they sit and they cry at night, wishing they’d die, till they throw on a rap record and they sit and the vibe...’ It may sound overdramatic to some but that’s a reality for so many hip hop heads. I just want to show that part of hip hop. Not all hip hop music is about selling drugs and shooting people.

Loni with mentor Carlton Mackey

I’m taking photos of 25 people in 6 cities—Atlanta, LA, Regina, Toronto, Chicago and NYC. I’ve taken 25 quotes for each city, quotes from hiphop lyrics, positive ones. From everyone from Common to Ludacris to Lauren Hill… (‘How you gonna win when you ain’t right within?’  That’s one of my favorites.)  On one side of a poster I write the quote, and on the other side, I ask everyone the same question, ‘What would you do if you knew you couldn’t fail?’ And they write their answer on the back with a Sharpie. So the book will be side by side images of them holding the front and the back. I’ve had such an awesome response to it so far.

Where did your love for photography come from?

I’ve been doing photography since I was in my early teens. I had a point and shoot. My friends and I would put on make up and just go out and take pictures. And I didn’t have much money, so it would take a while to just finish off the roll and then get that taken in and pick them up. And my mom would pick them up at the drug store and bring them home, and I’d be like, ‘YEEEES!’  Also, I’ve traveled to 21 countries and took thousands of photos to document all the incredible experiences I’ve had and the people I’ve met along the way.

And how does photography connect with your love for kicks?

It helped start it. I did this shoot with my close friend and sneaker head, Danny. And I got such an awesome response to that shoot, and it was so much fun. I was just like, ‘Yea, let’s keep doing this!’ And then I did a shoot with a bunch of girls; we had a stylist so she picked out all the kicks, and we did it all around the city. Now I really want to get into doing shoots in Toronto, just for sneakerheads who want to display that love. Instead of just taking a picture, I want them to have a capsule of their collection, So, when they’re older, they’ll always have these pictures to document the love they had for these kicks they spent so much money on and feel so passionate about.

What’s your collection like?

It isn’t as vast as I’d love it to be. That’s all part of moving around so much. I’ve had to part ways with loads of shoes. I moved from Canada to England to Canada to Australia, and then back to Australia and back to Canada… It’s just so much shipping and stuff. Once I decide where I’m going to lay down my roots—if I ever decide that!—then things are gonna get out of control.

So what sneakers did you keep? What won’t you part ways with?

Those Charles Barkley Air Force 1 Supreme 6 inches, I call 'em "the Tiger Highs".  I bought those in LA a couple years ago. I’ll never get rid of those! Even though I’ve only worn them a handful of times, I just love them. Even though I’m not that into Air Force 1s now, those ones are just so wild, I love everything about them! I remember walking down the street in Vegas, and having sneakerheads hanging out of windows saying ‘Nice kicks girl!’   They were traffic stoppers.

And my MOB Lacostes….  When they came, when I opened up the box, it was like angels sang from heaven! Like “ahhhhhhhh”…. I’ve never even tried the MOBs on. I don’t know if I’ll ever actually wear them. Maybe to my book signing!

What else do you want to say to female sneaker fiends?

Make each day of your life count. It’s all about staying focused and working hard. I’m from a prairie town of 5000 people! I wasn’t around hip hop culture. I had to seek it out. And now I’m working on a book. I’ve shot in LA, Atlanta and NYC. I’m writing for FSF and C.O.P. Magazine. I’ve interviewed my idol, Martha Cooper. You’re the only person holding you back from achieving all of your goals. You just have to put in the work and make it happen. Like Nas said in “Nothing Lasts Forever”, “A lot of times it seems like, you ain't gon' make it where you wanna be in life. But, yo, yo if you got a plan, believe me you gon' get there.”

Also, photos are so important. Someday, you may not be able to rely on your memory so take lots!

Loni documenting the moment with fellow FSF blogger, Amonee

For more on Loni and her photography: Loni Schick's website