Nearly one year after Zvelle introduced its first men’s collection, the Canadian luxury footwear brand is going all-in on the category.
According to the Toronto-based founder and designer Elle AyoubZadeh, Zvelle has officially discontinued its women’s shoe line and is instead focusing exclusively on expanding its men’s business.
“I never intended to make men’s shoes,” said AyoubZadeh, who launched her company with women’s footwear in 2016. “But I fell in love with the category, and it has become my obsession. Now I am focused on building my singular vision through men’s shoes.”
The Iranian-born founder and designer found early success with her women’s styles dressing everyone from Bella Hadid and Heidi Klum to Sharon Stone. But in less than a year since launching its men’s sneakers, Zvelle has quickly built an impressive celebrity following that includes Dwyane Wade, Kieren Culkin, Pablo Schrieber, Jeffrey Wright, Sterling K. Brown, Chase Stokes and many others.
“I made a few pairs and made a short list of leading men I wanted to see them on. Every single one wore them and loved them. So, I designed a low top and the same happened,” AyoubZadeh added. “Before I knew it, I was spending all my time on men’s. The demands kept coming from celebrities and stylists.”
Consumers quickly caught on as well, with the company now attracting a global, style-obsessed male customer looking for timeless silhouettes that express their individuality, the founder said.
“With men right now, all bets are off. They are seeing themselves differently, exploring their creative side and getting out of their shells with fashion,” said AyoubZadeh. “There’s nothing more exhilarating for a designer than creating during a time of change. That’s right now for men.”
The direct-to-consumer shoe brand currently offers two men’s sneakers, The Ray high-top ($550) and The Lore low-top ($495) on its website. Later this year, AyoubZadeh noted that she plans to introduce three new men’s silhouettes – a sneaker, loafer and boot – between June and September.
Plus, the brand’s men’s assortment may also be available in stores soon. “You’re not going to find us everywhere, but I think there is a lot of opportunity for us with the right partners,” AyoubZadeh said.
