In 2022, Fargo welcomed Urban Selection, a storefront dedicated to bringing exclusive sneakers and accessories to the area. The story of Urban Selection, however, began a year earlier, in 2021, when the founders (brothers Martin Korpue and Jeremy Kpor, and Edow Jiru) began reselling hard-to-find sneakers they would buy at marketplaces and sneaker events all around the country.
“We started around COVID time, just to make a little extra money,” Martin said. “We’d go to sneaker events, buy shoes, and then hold onto them, and wait for the value to go up. While we waited, we’d trade sneakers or buy more to build our inventory. Once the value went up, we’d sell at a reasonable price to profit off of.”
Jeremy, a lifelong sneaker enthusiast, was inspired by YouTube channels. “I’d watch videos of people buying out tables for $50,000 or $60,000. That’s when I told my brother about the idea.”
Following this path, they eventually did well enough to open one of the first hype stores in Fargo-Moorhead.
“Fargo didn’t have many options for sneaker resellers,” Martin said. “We wanted to create a space where people could experience the products first hand.”
Opening the store was no small feat. None of the founders had formal business training, but they learned through experience. “Over time, we started learning the technical aspects,” Edow said. “We built routines, created SOPs, and focused on operations. It was definitely a learning experience.”
The team dedicated months to renovating and setting up their space. They sought advice from friends with business experience and turned to resources like books and YouTube videos. “Profit First” by Mike Michalowic and “Systemology” by David Jenyns were especially helpful,” Edow said. “They taught us about financials and creating systems that make the business self-sustaining.”
Innovating Beyond Refurbishment
Urban Selection specializes in exclusive sneakers, including hard-to-find brands like Nike, Jordan, ASICS, and New Balance. About half of their inventory consists of rare, sought-after styles that are typically only available through third-party platforms like StockX or GOAT. The other half includes more accessible options, giving customers the convenience of trying on and purchasing in-store.
“We also sell accessories like hats, crease protectors, and vintage apparel,” Martin said. “We started with vintage sports and rock band tees, which were popular alongside the shoes.”
Overcoming Challenges
Transitioning from reselling to managing a storefront wasn’t without challenges. “We didn’t have deep business knowledge at first,” Martin said. “Balancing operations, structure, and sales was tough, but we learned as we went.”
Building a customer base in Fargo also took time. “Word of mouth was crucial,” Edow said. “Fargo didn’t have a hype store niche, so we had to build awareness and establish our brand.”
Expanding Horizons
The team’s dedication is paying off. Urban Selection travels monthly to source inventory and has built strong connections within the sneaker community. They’ve even interviewed rappers Meek Mill and Jim Jones on their YouTube channel.
Looking ahead, they plan to expand their offerings to include original clothing designs. “We’ve made a few Urban Selection tees for events,” Martin said. “By the end of the year, we hope to launch a full clothing line and move into a new location.” Renovations for the new space are slated to begin in May or June, with a grand opening planned for July.
Urban Selections Favorite Shoes
Here are just a few top picks from Edow, Martin, and Jeremy.
Edow Jiru
Yeezy Slides
Martin Korpue
Travis Scott Lows
Jeremy Kpor
Jordan 4 Air Retro
Start with what you know and love. We didn’t have everything figured out, but we took the first step and learned along the way.”
Advice for Aspiring Entrepreneurs
Martin’s advice for others is simple: “Start with what you know and love. We didn’t have everything figured out, but we took the first step and learned along the way. Books, YouTube, and mentors can make a huge difference.”
