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Jo Farah
Jo Farah is the founder of The Lab (formerly Sneaker LAB), a biotechnology-driven care platform focused on extending the life of fashion and performance products. Built on probiotic science, The Lab pioneered prolonged active cleaning — biological agents that continue working over time to protect materials without harsh chemical degradation. Today, the brand operates in 65+ countries, partnering with global names including Nike, New Balance, Dior, and Karl Lagerfeld.
He also founded GoodBasics, bringing microbiome-safe probiotic cleaning and personal care into the home, designed to support healthier indoor environments while reducing reliance on aggressive chemistry.
Across his ventures, Jo’s core thesis is consistent: design may drive attention, but care defines longevity. His work centers on rethinking materials not only at the point of creation, but across their full lifecycle — preserving performance, extending durability, and reshaping how we value what we make
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