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Whether or not you’re in Paris or New York, you’ll know a Miista shoe when you’ve seen one (seemingly in your social media feed). From the model’s standout silhouettes (suppose: elongated sq. toes, rectangular heels, and inverted wedges) to artisan particulars like ruched leathers and uncovered seams, the London- and Spain-based model is making a case for quirky vogue with a premium contact.
Whereas Miista (pronounced “mee-sta”) is celebrating its fifteenth anniversary this yr, its designs, notably its chunky soled calf boots, have turn into fashionable on social media in more moderen years, with unboxing and styling movies that includes the model getting anyplace from 50,000 to 170,000 views on TikTok. “Sporting Miista makes me really feel like ‘that lady,’” Sheerah Ravindren, a London-based mannequin and variety advocate (who has additionally posed for the model) tells Refinery29. Ravindren owns a pair of tall grey leather-based boots and pink furry mules. “Each time I’ve worn them, there’s all the time been compliments.”
Eva Tzioumaka — a full-time content material creator in Thessaloníki, Greece — echoes Ravindren. “Miista makes me really feel attractive, in-style, and cozy on the identical time,” Tzioumaka tells Refinery29. “They are often worn for any event.” On-line, loads of different creators are equally styling their Miista boots with all the things from mini skirts to leopard print jorts to minimal, all-black ‘matches. Reviewers have known as them the good winter boots, in contrast to something they’ve ever tried earlier than.
Whereas you might have only in the near past noticed Miista’s signature tall boots in your feed, the model is carried at retailers like Ssense, boasts shops in Barcelona, Paris, London, and New York, and is targeted on increasing this yr. It has additionally gotten the cool-girl endorsement from Kendall Jenner and Sophie Turner, who’ve worn the model’s chunky boots out and about previously, and Charli XCX, who closed off her 2024 tour carrying custom-made, Brat green-striped Miista boots.
Founder Laura Villasenin describes the Miista buyer as “the well-dressed bizarre one,” which explains the model’s tagline, The Reverse Factor. “They’re the odd individual at college who grew up and received an perspective,” Villasenin tells Refinery29. “Years later, you look them up on Instagram, and so they’re doing one thing completely different from the remaining. And individuals are listening to them.”
Together with its assortment of main-character boots, Miista is residence to sensible footwear types like chunky heels, sneakers, sandals, and loafers, in addition to ready-to-wear items. Each product is designed in London, with supplies sourced from Europe and items handcrafted in its factories throughout Spain and Portugal (which additionally explains the $200 to $800 worth level for the footwear).
Whereas Miista’s first shoe was a six-inch woven heeled idler harking back to the Lita, since then, the model has prioritized craftsmanship over continuous newness with on a regular basis types just like the Malene ankle boot and Karina loafers. Nonetheless, unconventionality is a standard thread at Miista: Soccer sneakers with an inverted wedge heel are one of many model’s newer additions. Aesthetics apart, Villasenin’s purpose has all the time been to democratize luxurious, create expertly crafted designs that stand out — and the check of time — and embrace transparency with a brief provide chain the place each merchandise is handmade by an artisan. “We don’t declare to be a sustainable firm,” Villasenin caveats. “Vogue as an business can’t be utterly sustainable, however we see alternatives to problem present practices and drive change inside our house.”
Villansenin says the model, which first constructed its title in Europe, skilled tough intervals (notably between 2015 and 2018), however its present progress has been exponential. As of December, Villasenin tells us the model grew at a forty five% to 50% month-to-month price from 2023. This can be partially because of its latest viral reputation and elevated visibility within the US, a market that the model is seeking to conquer subsequent: “We’re simply getting began with our funding within the US.”
The model additionally owes a part of its latest progress and visibility to its pattern gross sales, which befell in Chicago, New York, London, Lisbon, and Berlin final yr; scenes of the gross sales (lengthy traces, in-store try-ons, and accessible footwear) had been massively fashionable on TikTok, including to the model’s hype.“These occasions carry our Miista neighborhood and group collectively, and permit us to fulfill prospects we’ve related with on-line, meet up with loyal followers, and introduce new folks to our craft,” Villasenin says. “Whereas it will be cheaper to discard extra inventory, we’re proud to say each merchandise ultimately finds a house. Archive designs that by no means made it to manufacturing and on-line returns are included in these gross sales, making certain nothing goes to waste.”
With this progress, nevertheless, comes backlash. On-line, prospects have criticized Miista’s high quality and sturdiness and restricted calf-sizing. “Clients who expertise points with put on are supplied restore choices by way of our in-house service or native cobblers,” Villasenin says in response. “It’s a hand-made product, and generally people make errors. We’re there to all the time assist and enhance.” She provides that the model is trying into rising sizing of their hottest shapes.
With the model hitting a milestone yr and all eyes on the US buyer to additional the growth — after pop-ups in Chicago and Miami final yr, this yr, the group has eyes on Los Angeles — they’ve rather a lot to look ahead to in 2025. “All through the years we’ve realized that there’s a sturdy neighborhood of ladies that perceive us and want Miista [in the US],” she says.“Our US neighborhood has made us really feel actually welcome. It’s like they’d saved us a seat on the desk or a spot on town streets — prepared for us to reach.”
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