ATELJ71 Steps Into the Fashion World in a Big Way
New York inspired, Swedish motivated brand creates new classifications of footwear with strong emotional connection for consumers
ATELJ 71 defies industry expectations to create cutting edge fashion shoes unlike any other on the market. Using inspiration from the art and architectural worlds, their 360-degree design philosophy resonates with consumers and meets the demands of modern life, all while remaining committed to style. By deconstructing what makes athletic footwear comfortable, they are able to rebuild and reimagine fashionable designs that maintain comfort such as "the sneaker sandal" and "the sneaker boot". Another component to the brand's undertaking is the addition of functionality to dress shoes.
Founded by husband and wife team sa Larsson and David Giordano, ATELJ 71 stems from their eclectic personal histories. Her Swedish upbringing and his New York roots combine to champion originality, simplicity, and functionality alongside strength, intellect, and aesthetic. Rounded out by a group of talented colleagues who operate as an artist collective, the brand constructs their own rules and conventions while maintaining a business built on creativity and collaboration that honors the Swedish philosophy of work/life balance.
The duo brings over thirty years of combined industry experience to ATELJ 71. David worked for companies such as BCBG, Theory, and Sam Edelman before co-founding footwear brand Pour La Victoire. There, he spent seven years as President and Creative Director, working closely alongside actress and PLV's Artistic Director Cameron Diaz. David continually increased company worth and eventually sold the company to a Private equity firm. Complementing David's business savvy, sa comes from a public relations and events background. She started her own small public relations and events company before moving on to work for various design houses and power PR firm KCD Worldwide. She then joined Marc Jacobs International where she spent ten successful years as his Global PR Director in charge of U.S. and International press, as well as all VIP relations.
Setting new industry standards and carving their own niche are just as pivotal to the company's point of view as their commitment to finding inspiration in unexpected places. "We believe in the risk of creating something brand new, and pay equal attention to quality, innovation, and wearability," Giordano says.
ATELJ 71 understands that consumers want to choose brands that not only fit their lifestyle, but also have integrity. Larsson says, "These are shoes for women like myself who want something strikingly comfortable yet on trend without having to spend their monthly salary on it. We have entered an era of wellbeing, so why should footwear take a backseat?" Designs are sold in high-end department stores, e-tailers, and specialty boutiques throughout the United States as well as internationally. Prices range from $195 - $450, solidifying their place in the market as a unique, fresh, and contemporary option.
ATELJ 71 is currently presenting their Fall 2015 collection, inspired by minimalism pioneers such as Donald Judd and Carl Andre, and engineer Deiter Ram's concept of "Less, but Better." By translating minimalistic design to high- fashion footwear design, the brand stays true to their promise of creating industry trends.
ABOUT ATELJ 71
New York inspired and Swedish motivated, ATELJ 71 uses design and innovation to push the limits of high fashion footwear while maintaining the practicality that modern lifestyles demand. Their forward-thinking designs draw inspiration from the art world and can be traced back to the company's beginnings. Atelj is the Swedish word for artist studio and 71 reflects the year husband and wife founders sa Larsson and David Giordano were born. Her Swedish upbringing and his New York roots combine to champion originality, simplicity, and functionality alongside strength, intellect, and aesthetic. Rounded out by a group of professionals who operate as an artist collective, the brand creates their own rules and conventions while maintaining a business built on creativity and collaboration that honors the delicate work/life balance.
ATELJ 71 constantly engages with art in new and exciting ways, seeking inspiration in unexpected places and celebrating those that defy convention. By valuing quality alongside style and design they take risks and push limits toward unexplored terrain. Their footwear evokes curiosity in both creator and consumer, and an authentic commitment to quality, comfort, fashion, and design distinguishes the brand from other industry standouts.
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