Jeffry Jouw, nicknamed Jejouw, caught sneaker fever while he was studying in the US. It remained with him after he returned to Indonesia, leading him to launch sneaker lovers’ community Urban Sneaker Society in 2017. He later became CMO of USS Feed, a platform that shares the latest fashion and streetwear news, and hosts the hugely successful annual Urban Sneaker Society event, which aims to celebrate sneakers and help local footwear brands.