Nasty Gal Launches In-House Shoe Line

Nasty Gal launched its own line of footwear, Shoe Cult and their growth isn't stopping there. The fast growing e-tailer is also eyeing intimates and swimwear for next year. There have also been rumors of going brick-and-mortar.

"Exclusivity is important for me," said Sophia Amoruso, the 29-year-old founder, chief executive officer and creative director of Nasty Gal. "Our consumer knows it's the only place they can get this. The modern girl is less concerned with everything being a brand name. The stuff we're designing has better sell-through [than third-party designers], but we will always continue to carry other designers. This is just the sprinkling on top."

WWD thinks that if Nasty Gal continues to thrive in this manner and execute it's plan successfully, the five-year-old company could "become one of the first online pure-plays to transcend its roots and become a fully developed fashion brand for a new age."

The site's growth has been incredible. Their 2010 revenues were $6.5 million which more than quadrupled to $28 million in 2011.

Nasty Gal first tested the waters on an in-house design with the launch of their denim in August of 2012. That was quickly followed by a full apparel line the next month. Footwear, which has been a solid part of their business, was a logical next step.

"If I post a picture of my day, it's, whatever, but if I post a picture of my shoes, [my followers] freak," said Amoruso.

Shoe Cult will start with 45 styles with another 50 to follow in September and then 60 more in October. The collection includes pumps, platform sandals, booties, sneakers, sandals and flats, and will retail for $68 to $188.