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Follow Friday: @10thfloorbrand

13th August 2021

WORDS BY NATALIE YIASSOUMI

This new shoe label is quickly gaining traction for its funky, feel-good shoes – all delivered at accessible price points. 

10th floor shoes
10th floor shoes

Shoes for strong women who aren’t afraid of making a statement. Images via @10thfloorbrand.

If you like funky, joyful shoes – and who doesn’t? – you need to get to know 10th Floor, a brand new name in the shoe world, already catching the eye of shoe connoisseurs for its flair for color, humor and statement silhouettes. 

The label is the brainchild of Fiona Brown and Kim Kelly, two friends and footwear industry veterans who recently joined forces, with the simple mission of sharing their shoe obsession with like-minded women and celebrating “the art of beautiful shoes.”

This means the duo don’t hold back when it comes to their shoes, which are bold and designed to grab attention: Think lace-up heels featuring extra thick straps in bright pink, twisted leather mules in sorbet shades, and the coziest shearling-trimmed slides. 

The idea is to offer shoes for strong women who aren’t afraid of making a statement. “10th Floor is inspired by women who are strong, spirited, and individual. They dare to be different from society’s expectations using fashion as a form of self expression. The brand’s goal is to inspire women to have the courage to be their truest selves,” said Brown and Kelly.

They are also keen to access as wide a variety of women as possible, hence their decision to offer “a luxury experience without the price tag.”

Prices for the shoes, which are available to shop on the label’s own website, range from 125 pounds for a pair of flats to 165 pounds for the signature lace-up, heeled sandals. 

This strong female perspective is also highlighted all across the label’s feed, where Brown and Kelly share imagery of the power women who inspire them, from historic shots of Audrey Hepburn, to a black and white portrait of FKA Twigs and images of Kate Moss from archival Vogue editorials. You’ll also find some very photogenic closeups of the shoes and shots of objects any woman would be drawn to, from a leopard-print vintage phone to lilac cars and rose-filled bathtubs – a feel-good mix that will no doubt brighten up your feed.