Cool Comfort – Paris Texas’ unique take on footwear

“Stay focused and follow your instinct.”

Cool any specific occasion. A big part of our DNA is our bold colours and materials as well as the boot shape, which is what we started with. Your designs are more daring than most. Can you tell us about your design process and if

Comfort this was a key attribute from the outset? I take inspiration from everything around me. I love flowers, nature and bold colours. Colours are a huge part of the process. I start with inspiration from magazines, books and when I travel and then I source the materials based on the colour options that I have chosen. It’s always

Paris Texas doesn’t deliver your an ongoing process and never fully complete until the collection has launched, sometimes I usual footwear. We spoke to make last minute changes because some things inspire me closer to the launch date. Co-founder Anna Brivio of the How challenging was it initially, to find the right factories to produce the boots and how did

Italian footwear brand on how it’s you ensure they are so comfortable? Since the comfort of our shoes is one of our main goals, changed the game for the better it was very hard to find a factory that could accommodate that. As a brand we are very selective and have very high standards, we try every single style on many di erent women to WORDS: SARAH JOSEPH make sure they are comfortable for everyone and can be worn all day, every day. The factory that we work with is in Italy, which is What do the first 30 minutes of your day look like, your morning very important from a quality perspective but also because we are able routine? I like to have some me-time in the morning. I begin the to visit o en and have more control on the quality ourselves. We work day by practising yoga and Pilates before having breakfast at with an experienced product manager who oversees the entire process. home. I then get ready and head into the o ce. The factory side of things is a tedious process, and it definitely gets What was the catalyst for launching the brand and how did you easier with more time and experience. know it was the right time? The brand was founded because I saw Do you see any buying trends in the Middle East that di er globally? Our Mida gap in the market for cool shoes that are comfortable enough dle East customer doesn’t tend to buy suede at all because of the weather. to wear for day but also had an edge for the evening. Keeping the They are more focused on mules and open toed shoes, which is great as we price point was very important to me from the start. I started are not only known for our boots. However, since the DNA of Paris Texas is the brand with a small capsule in Norrgatan as well as selling the style of our boots the more international retailers in the region stock those through our showroom to other retailers. The overall feedback additionally as they are popular with the wealth of international clients they was great, and we grew from there. Everything started very natu- have. We sell a lot of bold colours and sparkly sandals in the Middle East, rally, and we went on to having a multi-brand store in Norrgatan which we love because Paris Texas is all about colour. and Baltimora in Italy, which have been there for a while now. What advice would you give your younger selves starting out? Stay foHow had your previous roles supported the knowledge you cused, follow your instinct and in the end everything will be great. needed to make this successful? I was a buyer for a multi-brand This is ‘The Renegade Issue’ – who according to you is going against the store in Milan and as a result I have good insight into upcoming grain in their field and achieving something great? Carine Roitfeld has altrends and customer needs, through my experience. ways been a huge inspiration for me, she modernised the magazine inWhat lies at the core of the brand’s DNA? Paris Texas shoes are dustry, allowed women to be themselves, to be feminine at the same time feminine and luxe but comfortable at the same time. They can as being strong and independent. Her daring approach to femininity was be worn day and night, without the need to change your shoe for revolutionary and is an approach we take with Paris Texas.

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