shoe·le·ry: interchangeable pieces that allow the discriminating shoe enthusiast the ability to transform existing shoes into a fresh and unique fashion statement
Refinery29′s call-out of the shoelery trend this week marked an important milestone for the burgeoning accessory classification; but if you ask me, they left out one important player to watch: Bluff NY. Born out of the economic crisis (or as founders Anna, Cara, and Jess refer to it, the “creative revolution”), Bluff NY provides a very real, very exciting way to update your shoe wardrobe. Passing fad? The fervent commenters over at jewelry designer Kelly Framel’s blog The Glamourai, don’t seem to think so. I understand why; it’s timely, an organic evolution as consumers spend less, pay more attention to detail, and grow increasingly conscious of the importance of renewing and recycling. I caught up with the innovative designers this weekend as they prepared for their upcoming holiday party/sample sale tomorrow (in collaboration with chic hair accessories line à la tête).
LFI: OK, so I know there are three of you, but whose idea was Bluff? Give me the background deets. What are your roles within the company?
AY: So, I got the idea for Bluff because I had spent 2 years working on Wall Street and had a closet full of boring pumps and boots. I wanted to spice up my shoe collection, but without breaking the bank. I went to the garment district and picked up a bunch of material, but then realized I needed to enlist the help of someone who knows how to design and create products. I called my old friend Cara (we went to high school together) who went to Parsons, and pitched my concept. The next day Cara called Jess, who she went to Parsons with as well. That very night we began to design the first collection. I work on the business end and Cara and Jess are the design/production powerhouses. We’re actually a really awesome team.
LFI: I love that the line was born out of innovation and necessity and good old-fashioned resourcefulness. Any tips for my readers about other ways to extend the versatility of one’s wardrobe?
AY: We love to recycle. The concept of reusing what is already in your closet and coming up with seemingly new outfits is exactly what Bluff is about. I personally have a few staple pieces that are on my body about 50% of my life. A black 5 ft long tube dress/shirt/skirt is the answer to many of my fashion crisis.
CA: Almost all Bluff pieces can be worn in many different ways. We have a blog, www.bluffny.tumblr.com, where we ask Bluff fans to show us how they “Bluff.” We have photos of people wearing Bruiser as an awesome spiky headband, Amber feathers as a necklace, and a lot more.
AY: I also love scissors, and am constantly cutting and revising a lot of my stuff. Turning a pair of ripped tights into an arms cover (by cutting a hole in the crotch), cutting an old pair of leggings into a cute pair of biker shorts, etc.
JG: I pick a theme every morning, like 20’s meets Chloe, or Stevie Nicks. Then I just dig through my closet and find whatever works. I always end up finding an old piece I never thought I’d wear again, bringing it new life!
LFI: I love the innovation! If you could collaborate with any shoe line, what would it be and what would you create?
AY: Bluff NY for Brian Atwood. Yes, please. I could die for a 4+ inch heel. We’d probably do some simple studded pieces but also some over the top feather, glitter stuff.
JG: Frye. I’ve got some awesome ideas!
LFI: How have sales been? Any favorite accounts you work with or anyone who has been particularly supportive of the collection?
AY: Sales are good. We are in 3 stores and all have had repeat orders. We love all our retailers!
LFI: Very diplomatic. You are obviously the mastermind behind the sales effort. What are your best-sellers? Any items you are surprised by?
AY: Best sellers are Stud, Bruiser, Alice, and the feather pieces. I’m shocked that Night Rider doesn’t have better sales – it’s my absolute favorite, but a little eccentric, I guess.
LFI: Now that you mention the names, I love them! Who comes up with them?
AY: Names are a collaborative effort – inspired by our friends, music we listen to while designing, and just how the pieces make us feel. Bruiser is actually called “F my X” internally – you figure it out.
CA: I named “F my X.” It was a no-brainer!
LFI: When is your next collection getting released? What is inspiring you for the next season?
CA: We don’t really do the collection thing. We started with a collection of about 14 pieces but now we are expanding that with a new piece every now and then. Our pieces are seasonless so they don’t need to be retired after a few months. Eventually we will have a huge catalogue of items!
AY: Some [new!] pieces will be available at our holiday sample sale! We’re inspired by what is hot in fashion, but more so by what we think women want to wear, and what makes sense as a key accessory in a woman’s closet.
LFI: If you could style a celebrity with Bluff pieces chosen by you, who would you dress and with what?
AY: We gave Alessandra Ambrosio one of our pieces and I would absolutely die to see her in them. We gave her the Achilles because it is what we had with us, but I could definitely see her in the Amber Duster.
CA: Jess and I are in agreement on this one right now… Alison Mosshart.
LFI: Describe the Bluff-ette in three words.
AY: The bluff-ette is a fun-loving, trend-setting, innovative thinker.
JG: Stylish, creative, rad.
CA: Really into fashion.
Sample sale Wednesday, December 16, 6-10 pm, at 277 W. 10th st, apt 1k (between Washington & Greenwich), with à la tête. Above, 1. Alice, 2. Easy Rider, 3. Through the Hole, 4. Achilles, 5. Bad Things, 6. Amber Duster
