"Oddly Satisfying"


We launched as a direct to consumer brand to offer the great upside of lower markup. Coming into Spring we wanted to further explore the possibilities of this model by offering not only versatile, well-made basics (like our Shannie), but also more luxury, (dare I say) decadent styles. I'm talking about the kind of shoes common to designer brands which few have access to at their marked up retail price.


Mo is an example of this second kind of style. The appeal here isn't practicality, or any kind of use-value; it's more vague, more emotional.


Mo was based on a pool slide, but it's made of 100% nappa leather, which you don't really want to get wet (you don't need to be too scared of getting it wet, but you get the deal). The fabrication and sole material gives it a real weight, in your hand, like expensive jewelry. 



What is it good for then? Nothing?



It's a beautiful object; it's shape and texture are calming. It's easy to wear and even looks relaxing. You could wear it instead of Birkenstocks, or putter around in a hotel robe.


Mo is deluxe, an indulgence. It's a fulfillment of what we think we are promising when we call out "Designer" or "Designer Led," in our profile. Fashion and footwear are much more than material and utility; they're about dreams, imagination. 


FOOTNOTE: My intuition on how this kind of style fits into the broader Zeitgeist was well put by Venkatesh Rao in a recent blog post called, "Domestic Cozy," which is a nice, quick read.





Art Direction,