Sneek Peek

In his late 2010 hit “6 Foot 7 Foot ,” Lil Wayne famously proclaimed, “real Gs move in silence like lasagna,” and my next interviewee really took that to heart. Like Weezy, Brooklyn native Sonny Martinez’s actions speak so much louder than words. As a matter of fact, he hardly writes captions for his Instagram posts because the visuals alone are undeniably eye-catching.  Whether he’s showcasing high-end threads, his all-inclusive vacation settings or midnight adventures, Martinez simply leaves a suitable emoji under the flicks/vids so viewers can fully bask in their lavish content.

Sonny aka “Sneek” and I became friends from his habitual shopping sprees at Nigo’s former SoHo workshop. The humble businessman’s friendly nature was truly refreshing, and it was always a pleasure talking to him about all things fashion on the second floor. I haven’t seen or spoken to Sonny in a few years so I decided to catch up with him during this plandemic (yes, I spelled it right).  Furthermore, this opportunity will give me a chance to know more about the inner workings of a man with such flashy exterior. 

Enjoy my insightful sitdown with Sonny below as I provide a “sneek” peek into his fascinating life.

FRENDY: What’s good, homie? Thanks for your time. We’ve known each other for about 8 years now and it’s great to see there’s no love lost.

SNEEK:  For sure.  I think Bape was just such an influential part in my love for art and fashion.  You being there just cemented that relationship. 

FRENDY:  Well said.  Which part of Brooklyn are you from?

SNEEK:  I was Born at Lutheran hospital and raised in Park Slope when it was known as “Park Slope Dope.”  Not the hipster hotspot it is now *Laughs*.

FRENDY:  *Laughs* I love Park Slope. That area of Brooklyn actually holds a very special place in my heart. My first love went to Bishop Ford HS...after class we used to kick it at the surrounding pizza shops.  Good times. How is it now?

SNEEK:  Unrecognizable. It's all brand new condos and pre-k centers, mixed with thrift stores and bars. I remember being on 5th Ave after school, running into Bobbys Sportswear and Jean Stop to see all the exclusive sneakers you wouldn’t find at Foot Locker. A lot of great memories.

FRENDY:  That’s awesome. Speaking of sportswear, your style is on point. When did your love for fashion come about? Did your parents school you?

SNEEK:  Nah man quite the opposite *Laughs*. I grew up an only child to a single parent so there was no money for clothes or kicks— just the essentials. I remember my first “name brand” sneaker (not Payless or Fabco) was a New Balance, and that was because of their considerate price points. 

I would say my love started with Hip Hop culture and 90s media. I remember watching Michael Jordan, Will Smith, the Wayans brothers, and just always examining and admiring their style.

FRENDY:  The power of love coupled with imagination can transform any situation. In your case, the inspirations you took in gave you something to look forward to. As far as being able to cop whatever you wanted in the future. Did you ever get frustrated about not being able to wear what you really wanted back then?

SNEEK:  Not at all. Luckily, social media wasn't a thing for our generation so what you had was what you needed and it stopped there. The artistic side of me always wanted more but I would express that in drawing, coloring, etc. I was the cliche 90s only child raised in front of the TV. I’ve always excelled academically, but my true passion has always been the arts.

FRENDY:  Which HS did you attend?

SNEEK:  John Dewey HS by Coney Island.

FRENDY:  That’s crazy, I went to Lafayette HS. I was on the basketball and volleyball  team—we played against y’all often.

SNEEK:  God bless you, bro *Laughs*.  Lafayette was rough.

FRENDY:  Bruh! Who you telling? The night before my first day of school, I couldn’t sleep at all. I eventually realized it wasn’t as bad as I thought. A lot of the Asian kids had it bad there though.  Ever paid us a visit?

SNEEK:  Lafayette was on the D train line right? 25th Ave stop?

FRENDY:  Yeah.  I think so.

SNEEK:  Well, I haven’t been to Lafayette, but the kids from there would visit me and my pockets on the train ride home *Laughs*. Luckily, it was never anything serious.

FRENDY:  Aww, man *Laughs*. Truth be told, I’m such a disciplined person now because I played organized sports there. It kept me away from trouble. You learn a lot by being in a group of goal-oriented individuals. How was it like in Dewey?

SNEEK:  Dewey was amazing to me—I loved it. We were an “electoral” school where you saw your counselor and built your schedule like a college so it set us up for success. I also loved how I was able to learn about so many cultures while being there. We had it all from the Chinese community to the Italian, the Russian, Latino, goth/emo, the skateboarders, you name it we had it.

FRENDY:  Just like Lafayette.  Were you studying a specific subject at Dewey? Like a mini major before heading off to college?

SNEEK:  I attribute that to Brooklyn—particularly Coney Island. All the communities are blocks apart so we’re forced to just learn and interact with each other.  That’s why so many creatives come from here and are so diverse and successful.

I was always art obsessed. The requirement for art electives was two quarters, half the scholastic year. By the time I graduated I had taken an art class for all four years straight. And from there I went to Kingsborough College to study Graphic Design and Illustration.

FRENDY:  My brother actually graduated from Kingsborough studying graphic design as well. What was the determining factor that ultimately made you major in Graphic Design? I know you always had a love for art, but some people would back out of it because of job security etc. You know, some would rather go the  “safer” route.

SNEEK:  I grew up poor so I didn’t really think that far ahead *Laughs*. I just wanted to do something I was happy doing. Sadly, art education is very expensive—the term “starving artist,” isn't farfetched. Art has remained my passion which I feed when I can while I found a career in retail.  And unlike some, I actually enjoy it.

FRENDY:  We’ll definitely dive into your career in a second.  Kingsborough is a two-year school. Which college did you attend after graduating?

SNEEK:  None because of finances. I had no desire to take a loan and be indebted. I actually had a pretty successful career in retail from a young age and I was happy with that. I still learn on my own through different mediums and outlets.  I had friends in SVA [The School of Visual Arts] and Parsons just slammed with crazy debts from tuition.  I made the decision to just avoid that.

FRENDY:  Smart move! Our lives are pretty similar. I wasn’t able to graduate from Brooklyn College because of finances. We both made a way for ourselves through determination. When did you start embarking in the world of retail? During HS?

SNEEK:  Yeah, my first retail job was Foot Locker at 16, and then Bloomingdale’s at 19.  Both definitely fueled my love for sneakers and clothes that much more. Till this day probably my two favorite jobs I’ve held outside of my current job with StockX.

FRENDY:  You must have been pretty hyped to work at a sneaker shop at such a young age! I bet Foot Locker was the first place you applied after receiving your work papers *Laughs*.

SNEEK: *Laughs* Man, it felt surreal just being around all the things I loved and having the means now to acquire them. I learned so much there that built me into the man I am today and I am forever grateful.

FRENDY:  What were some of the lessons you learned at Foot Locker?

SNEEK:  At Foot Locker I was the only Latino there *Laughs*. My coworkers were all Chinese and my managers were Russian and Italian. My co-workers were already heavy into what we all know now as reselling. Reselling has always been huge in the Chinese community even before options like the internet and consignment shops. They also put me on to all things in the culture which was already a passion of mine because of art and pop culture.

FRENDY:  What inspired you to get a gig at Bloomingdale’s? Did you want to dive deeper into fashion?

SNEEK:  At 18, I was already an avid shopper going around the city daily.  When I didn’t have work I’d visit Bloomingdale’s, Barneys, Bape, Stussy, Kid Robot, Supreme etc. I decided to apply with a “what if?” mentality and they actually reached back. It was bittersweet leaving Foot Locker, but it definitely was an amazing experience.

FRENDY:  No risk, no gain! Congrats on that feat. Was it hard for you to get adjusted working at an establishment that didn’t mainly sell kicks? 

SNEEK:  It was easy—I was already a customer and I had love for the culture. It’s funny because I was hired to work in Women’s Shoes and it was actually a blessing. It was the easiest sales, the best commission in the entire store, and it taught me a lot about an area of fashion I was completely ignorant to. At 19, I knew the difference between a Mary Jane and a Stiletto.  Not many men can say that *Laughs*. 

FRENDY:  *Laughs* sheesh. I don't even know the difference. How long did you work at Bloomingdale’s?

SNEEK:  I was with them for two years at the flagship on 59th. An amazing experience at such a young age. I just learned so much about fashion, business, women *Laughs*, everything. Definitely a huge part of who I am now.

FRENDY: Fashion and women...say no more *Laughs*.  When we became friends at Bape, you were still at Bloomingdale’s? 

SNEEK: We definitely were because I was known for all Bape everything at that time. I’m sure you know a good friend of mine, Jordan, creator of the forum BapeTalk2. A huge staple for Bape fans since news wasn't as easy to find as it is today. 

Jordan worked with me at Bloomingdale’s and sold me my Bape duffle I’ve used in all my travels. He worked downstairs in Menswear. I would go see him everyday just to talk about Bape and Streetwear. Great friends till this day.

FRENDY: It’s a small world...especially in the Streetwear industry. Was Nigo’s former Workshop your introduction to the SoHo area?

SNEEK: Not even to be honest. You have to remember I didn't grow up with much so the Bape price points weren't even in my peripheral *Laughs*. I started out small time buying 501s at OMG and graphic tees at Yellow Rat Bastard. Supreme and Stussy were the more affordable options, but I would go to Union here and there and splurge on some Ice Cream and BBC. We both know though once I was making decent money, you couldn't keep me out of Bape *Laughs*. 

FRENDY:  That’s a fact *Laughs*. So I’m guessing your nickname “Sneek,” derived from your everlasting love for kicks?

SNEEK:  For sure. Being Latino and growing up in Brooklyn, Hip Hop culture was just a part of our everyday lives. Having a tag name was a must *Laughs*. I remember watching Wild Style and seeing the legends talking about how they got their names, the things to consider, and it just came so natural. I’ve been lucky enough that it hasn't been copycatted too much *Laughs*.

FRENDY:  We all know you have tons of kicks. What’s in your top five rotation right now?

SNEEK: Due to COVID-19 my Prada slides are currently one through five *Laughs*. I have a pretty deep collection because I do like the general releases as much as the hyped ones. If I had to pick five though I’ll go with the Jordan 5 Off-White, Nike Dunk High City Attack 1999, LV Trainer Sneaker Boot (the ones that look like the Jordan 3s), Jordan 4 Cool Grey (too good, match with everything and amazing quality), and lastly the CPFM AF1 white/white, the perfect summer shoe.

FRENDY: That’s an all star lineup right there. Earlier you mentioned working at StockX. What exactly do you do there?

SNEEK: I am the Lead of the Streetwear department, so basically everything we trade that isn't sneakers comes through my team.

FRENDY:  Wow, that’s a great look!  It’s well deserved. How’d you land such a crazy gig like that?

SNEEK: Good friends, man. My boy Chico Dusty (aliases only *Laughs*) had been there for some time and felt like the opportunity was a good fit for me. Till this day I thank him because it has truly been a blessing.

FRENDY:  This is just a testament that energy never lies, man. Impossible is nothing when you remain yourself and get things done in an efficient manner. The dots will connect themselves.  How long have you been working at StockX?

SNEEK: This July makes a year.

FRENDY: Nice. What are some of the things you’ve learned so far from being at such a profitable organization?

SNEEK: At the end of the day, the company is still technically a startup with less than five years in. It's dope to watch something grow right in front of you to new levels. It also feels good to know that I’m doing something with a passion that's been in me from day one. And I’m sure it's evident to my peers and my team.

FRENDY:  What are your views on the current state of Streetwear?

SNEEK: I love the current state of Streetwear. I love that I see so many new and old faces just reinventing the wheel everyday. To make something as simple as a graphic t-shirt feel new and refreshing in 2020 is a true skill.  And even if it doesn't fit your personal taste, you still have to recognize the effort.

FRENDY: Since we’re talking about graphic tees, I’m really digging what you’re doing with your clothing line, Save Mankind. Can you tell me more about the brand? What was the inspiration behind it?

SNEEK: For sure, and thank you for the compliment. Save Mankind was an idea I had in 2013 for a lifestyle brand with humanity and community as the inspiration. My end goal is a making a brand that makes you feel as good about the message as you do about the piece. It hasn't been easy as I’ve managed a lot on my own. Plenty of trial and error and money lost.  But it's something I'm confident in and I have no intentions of giving up.

FRENDY:  It’ll all be worth it in the end—trust!   You’ve extended your personal brand with a podcast as well. I checked out some episodes of “Ight So Boom,” and it was hilarious. Just you and your boys kicking it...very natural. 

SNEEK: Thank you, bro. We started in February of 2018, and just like the clothing line, it's been a lot of trial and error. Thankfully, we have a great team between myself, Jae Yannick (the host), Tony Whiteman (the OG), and Travis Whiteman (the human bot). I think what makes us special is how we are just genuine fans and consumers of the culture. We are not on a payroll, we don’t get plugged or seeded product. We are just four friends who like to roast each other while trying to figure out what we need and what we hate *Laughs*.

FRENDY: *Laughs* The best formulas are always the simplest. I couldn’t end this interview without talking about your favorite emcee in the entire universe, Lil’ Wayne. What do you resonate most with him?

SNEEK: Oh man,  where do I start? *Laughs*.  It started super early, I want to say 99-00. This is the corniest thing I'm going to admit but I lowkey follow the zodiac pretty closely, and Wayne being only a couple years older than me (birthday three days after mine), I just felt a connection. The one thing I want people to take from this question is how important Lil Wayne has been not only to rap but to fashion and Streetwear. 

He gets clowned a lot now for his eccentric style, but he has by far the most iconic Bape photoshoots and videos. I would even dare to say “Hustler Muzik,” is where Bape became a household name. Sure Pharrell, Cassidy, Curren$y all wore it first but Wayne did it best. I could go on, but I don't want to bore anyone.

FRENDY: This is a silly question: so what’d you think of “Mr. Me Too,” by Clipse? *Laughs*

SNEEK: As a true Wayne fan it was comical because if you follow Wayne, you know he doesn't care about anyone's opinion.  So to make a song about his choice in clothes is pure comedy.  As a fan of Pharrell and Clipse,  it was just an amazing song with a great music video. 

In that whole drama the only people that lost out were the fans because of the great music we were denied. On his mixtapes he has two records produced by Pharrell that even today would be hits, but they never saw the light of day due to...clothes?

FRENDY: I feel you on that.  I really do admire Wayne for having such a “I don’t give a fuck about what you think of me,” attitude.  It’s really one of the keys to success—remaining true to yourself. 

SNEEK: If you want to be original, just be you. They can copy it all but there will always be only one you.

FRENDY: That’s a fact!  With all of the amazing things you’ve got going on, what’s up next?

SNEEK: Continuing the clothing, the podcast, and just keep building my personal brand and portfolio. I’ve been lucky enough to have partnerships with brands like Hat Club and create relationships with people like Dennis Todisco (creator of @Outfitgrid) and @Hidden.ny on Instagram. I just want to keep creating, inspiring and just be genuinely happy.