Schutz On Madison
“Living for pleasure” is the motto of Schutz, the Brazilian-based contemporary footwear label that offers endless edgy styles at appealing prices. This ethos rings true at its new flagship, located at 655 Madison Avenue. Opening tomorrow, the modern, gallerylike space, accented with mirrors and giant screens running shoe-centric films by artist Clara Cullen, isn’t just the brand’s first U.S. store, but the first to open outside of Brazil. “After 17 years, the brand has really matured. So we thought it was the right time to have our first shot outside Brazil. And the best place in the world to do that is New York,” says Alexandre Birman, vice president of Arezzo and Co., Schutz’s parent company. Designed by Bel Lobo, the black and white boutique is equipped with wireless checkout (à la the Apple store), geometric display walls, and sleek white pedestals that showcase the brand’s leather jackets, handbags, chunky bijoux, and a whopping 500 styles of shoes. All the pairs, from the studded sequin azure platforms to the buttery black suede boots, range from $125 to $300. And every two weeks, the store will be restocked with new varieties.
In addition to giving Style.com the first look at its new shop, Schutz let us peek at its Spring 2013 collection. “There are always many concepts. We focus on the customer and try to fit her with all the possible looks she might need,” explains Birman. This season, creative director Giovanni Bianco has focused on exotic prints, metallics, and bling to create looks like animal-spot ponyhair pumps trimmed with neon piping, silver crystal-embellished sandals, and gold wedges with a textural rope-weave platform.
To celebrate its arrival in the states, Schutz has collaborated with four bloggers—Shea Marie of Cheyenne Meets Chanel, Song of Style’s Aimee Song, Kelly Framel of The Glamourai, and, of course, Sea of Shoes’ Jane Aldridge—on a capsule collection that will be revealed in October. Each blogger has designed three limited-edition styles that will run between $250 and $280. The shoes will be sold exclusively in the New York store. But those with a more immediate Schutz craving won’t want to miss the boutique’s grand opening or Fashion’s Night Out fête tomorrow night. The first 100 shoppers will get 50 percent off. And, if you buy select styles of pumps, you’ll get the flat versions for free. If that’s not pleasure, we don’t know what is.