Sneakahood is a new urban brand of toys by designer Kay of Cryogenic Labz, who is also responsible for the Emoteeglobes. Unlike the fuzzy cute critters, Sneakahood stems from a darker part of his psyche, which is a world influenced by the street, skateboarding, breakbeats and lurking demons.

The Sneakahood brand will encompass several sub-brands that feature different characters decked out in Sneakaz, the plan is for all the parts to be interchangeable with one another – accessory Sneakaz and blank Sneakaz for sale separately to allow collectors to change the kicks on their Sneakatoys. The Sneakaz can also be collected separately for people who enjoy collecting miniature kicks.

The first sub-brand under Sneakahood are the Sneakfiendz, fiendish creatures with an urban influence – decked out in Sneakaz. And the first Sneakafiend is Azazel, a goat-demon lord who likes comfortable kicks to prevent his hooves from getting damaged.

The first prototype of Azazel has just been completed – he is set to undergo several more changes, alternative horns, stronger leg joints, refined print positioning, improved joint quality and the necessary quality control to ensure this product hits the top level of perfection. Production numbers are set to be 500 blind boxed pieces – there are 50 pieces among them that are a secret version, a sneak peek can be seen in the banner above.

Azazel will visit our planet sometime next year with a show “The Devil wears Sneakaz”, and a stellar line-up of designers is being arranged to provide him a new wardrobe.