Image source:

Makeway Shows Locals Love through EQL Launches

November 13, 2023
Audrey Fairbrother
Sr. Content Marketing Manager

Brands and retailers that prioritize community and fairness? We’re here for it. Especially when those communities have historically struggled to access the products they’re passionate about. 

In April 2023, EQL teamed up with Makeway, a Toronto-based streetwear and sneaker retailer, and the first and only in North America to be funded and run by women. Makeway's mission is to promote inclusion, equity, and fair access for women and the LGBTQ2S+ community, historically underrepresented in the industry.

That objective extends to Makeway’s most in-demand launches. However, the store’s in-person-only drops presented an accessibility issue.

The Problem

“The challenge was the inability to serve a larger community, as we were held to serving those who could be physically present,” said Abby Albino, Co-Founder and Co-Owner of Makeway.

Focused on their commitment to fairness, Makeway partnered with EQL on a solution that could:

  • Ensure that groups who have historically faced barriers like women and LGBTQ2S+ had access to highly sought-after products
  • Open draws to a broader Canadian audience, blending both physical and online experiences

The Fix

EQL's locals-first functionality allowed Makeway to upweight entries from surrounding neighborhoods to increase Toronto residents' likelihood of winning.

“It's important to reward locals because it allows us to give back to the community that has supported us since day one. Our local consumers are some of our most loyal and being able to reward them is an awesome EQL offering.”

In addition to ensuring sneakers got into the hands of community members, EQL’s solution also allowed Makeway to continue bringing patrons in-store, allowing space for them to connect in their shared passions and check out new inventory. 

“What we love the most about EQL is hearing the positive feedback from our community– They love how simple and fair the purchase process is. In turn, this has helped build loyalty to our shop amongst our sneaker community.”

 The Outcome

Through the partnership, Makeway and EQL have already seen:

“For Makeway, the future of draws will continue to be a mixture of digital and in-person, while continuing to learn about new technologies and best practices. This will allow us to keep learning how to create an experience that continues to prioritize women and the LGBTQ2S+ community while also being fair and safe.” 

Want to learn more about running fair launches with EQL? Get in touch. 

Interested in learning more about Makeway? Visit their website.
Audrey Fairbrother
Sr. Content Marketing Manager
Get more from your launches
✓  Chaos-proof technology helps you manage demand
✓  EQLizer gets products to fans, creating even more fans
✓  Revenue maximizers connect launches to your future growth
✓  Fan-first experience turns product passion into brand loyalty

Interested in getting a demo of how EQL works? Fill in your details below and we'll be in touch to organise a time that suits you.

Request Demo
Thank you! Your request for a demo has been received!
Oops! Something went wrong while submitting the form.