Exclusivity is the trademark of many fashion companies. Brands like Supreme have become famous for only releasing a small amount of each product they make. In just a few years, luxury sneaker brand KOIO has also made a name for itself through limited drops and pop-up shops.

KOIO Founders Johannes Quodt and Chris Wichert explain where they came up with the idea for launching a luxury shoe line. Neither of the founders had experience in fashion before KOIO. Despite their lack of experience, they've built a brand with celebrity fans like Jake Gyllenhaal.

KOIO is coming out with a number of new limited editions with partners like HBO, and American Ballet Theater's principal dancer James Whitesides. Quodt and Wichert explain what goes into choosing partners and striking a deal.