So iLL and Jason Momoa Release Minimalist, Monochrome Climbing Shoe Line

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.

As the brand grew, so did its reach throughout the climbing world. Similar to how so many of us make surprising connections these days, the brand formed a relationship over Instagram with Swiss climber Fred Nicole, a legendary figure known for progressing the sport through the 90’s by pushing grades of boulder problems and sport routes.

“I’ve been following Fred since I was a teenager learning to climb,” Chancellor tells us, reminiscing on his formative years as a young climber. “We would read every climbing magazine we could get our hands on and watch early videos of him training and climbing in Hueco.” Beyond his experience as an athlete, the relationship between Nicole and So iLL brought years of technical design knowledge pivotal to progressing the brand’s footwear products, which first debuted in 2018.

So iLL’s reach didn’t stop with Fred Nicole, Herculean actor, surfer, and rock climber Jason Momoa formed a bond with the brand in 2016 that would evolve into collaborative releases of soft goods accessories styled with graphics inspired by his tattoos and branded with Momoa’s personal brand, On The Roam. Culminating a working relationship between Nicole and Momoa, So iLL recently released the Roam Soft and Roam Rigid shoes to appeal to climbers from opposing preferences in shoe styles. A newer climber, or one interested in slabs, might gravitate towards the comfort and flexibility of the Roam Soft, whereas a boulderer tackling steep overhangs and roofs might opt for the increased support of the Roam Rigid, for example.

Inspect either Roam model, and you’ll quickly notice they’re stripped back, relying on Vibram rubber and little else. The distinct lack of laces or velcro straps to secure the shoe to a climber’s foot was deliberate, of course. “It was a request from Jason Momoa, since he really likes slippers—and so do I,” Nicole tells us “Even without a strap or a lace, the shoe holds the foot firmly and offers more feeling and flexibility than a more classic closure system.”

Both models use a durable, comfortable, unlined vegan microsuede upper, tensioned from under the toe to the back heel. Comparing the Roam Soft and Roam Rigid more directly will highlight the lack of a midsole in the Soft model. Removing this portion of material creates the flexibility welcomed by climbers who prefer to forgo the locked-in feeling of a stiff, aggressive shoe. Under it all, credit is due to Vibram’s XS Grip rubber compound—used across all So iLL climbing shoes—for providing grip to both variants. “XS Grip is a great match for this shoe as it’s a softer compound that offers excellent grip in low-pressure situations such as steep roofs while still performing well on edges,” Vibram’s Outdoor Marketing Manager, Colin Belisle tells us.

Taking a step back to reflect on the collaborative effort between Nicole and Momoa, So iLL’s Chancellor remarks, “Being a strong climber himself, one who also looked up to Fred Nicole as a kid, it was incredible to see them work together.” Regardless of our outdoor vocation of choice, we’ve all got our heroes. But, how many of us will have the privilege to work with them to develop something for the rest of the world to enjoy? Surely just you, Jason Momoa.