Nasty Gal launches shoe collection

Nasty Gal, which first launched as a vintage clothing eBay store, has been one of the internet’s biggest indie fashion success stories, led by cofounder, chief executive officer and creative director Sophia Amoruso. 

Now, one year after creating its first in-house clothing lines, the company has created its first shoe collection, titled Shoe Cult. This week 45 styles hit the online store (ranging in price from $68 to $188) with another 50 options appearing in September. 

The site already sells shoes by other designers, but this is the first time it’s created its own footwear, and 29-year-old Amoruso told WWD said that the brand’s exclusivity is a key factor – « 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. »

Just five years old, the site has seen fierce growth, quadrupling revenues from $6.5 million in 2010 to $28 million in 2011. With shoppers in 50 countries around the world, the brand launched a new mobile app last week. New in-house lines for intimates and swimwear are also set to launch in 2014. 

« There’s not a lot between Victoria’s Secret and Kiki de Montparnasse, and we know how to design cool, weird s–t, » explained Amoruso.

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