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Whether or not you’re in Paris or New York, you’ll know a Miista shoe when you’ve seen one (doubtless in your social media feed). From the model’s standout silhouettes (suppose: elongated sq. toes, rectangular heels, and inverted wedges) to artisan particulars like ruched leathers and uncovered seams, the London- and Spain-based model is making a case for assertion style with a premium contact.
Whereas Miista (pronounced “mee-sta”) is celebrating its fifteenth anniversary this yr, its designs, significantly its chunky soled calf boots, have grow to be in style on social media in more moderen years, with unboxing and styling movies that includes the model getting anyplace from 50,000 to 170,000 views on TikTok. “Carrying Miista makes me really feel like ‘that lady,’” Sheerah Ravindren, a London-based mannequin and variety advocate (who has additionally posed for the model) tells Refinery29. Ravindren owns a pair of tall grey leather-based boots and pink furry mules. “Each time I’ve worn them, there’s all the time been compliments.”
Eva Tzioumaka — a full-time content material creator in Thessaloníki, Greece — echoes Ravindren. “Miista makes me really feel horny, in-style, and cozy on the similar time,” Tzioumaka tells Refinery29. “They are often worn for any event.” On-line, loads of different creators are equally styling their Miista boots with all the things from mini skirts to leopard print jorts to minimal, all-black ‘suits. Reviewers have referred to as them the excellent winter boots, not like something they’ve ever tried earlier than.
Whereas you’ll have only in the near past noticed Miista’s signature tall boots in your feed, the model is carried at retailers like Ssense, boasts shops in Barcelona, Paris, London, and New York, and is targeted on increasing this yr. It has additionally gotten the cool-girl endorsement from Kendall Jenner and Sophie Turner, who’ve worn the model’s chunky boots out and about up to now, and Charli XCX, who closed off her 2024 tour sporting custom-made, Brat green-striped Miista boots.
Founder Laura Villasenin describes the Miista buyer as “the well-dressed bizarre one,” which explains the model’s tagline, The Reverse Factor. “They’re the odd particular person at college who grew up and acquired an perspective,” Villasenin tells Refinery29. “Years later, you look them up on Instagram, and so they’re doing one thing completely different from the remaining. And persons are listening to them.”
Together with its assortment of main-character boots, Miista is residence to sensible footwear kinds like chunky heels, sneakers, sandals, and loafers, in addition to ready-to-wear items. Each product is designed in Europe, with supplies sourced from the EU and items handcrafted in its factories throughout Spain and Portugal (which additionally explains the $200 to $800 value level for the sneakers).
Whereas Miista’s first shoe was a six-inch woven heeled idler paying homage to the Lita, since then, the model has prioritized craftsmanship over continuous newness with on a regular basis kinds just like the Malene ankle boot and Karina loafers. Nonetheless, unconventionality is a standard thread at Miista: Soccer sneakers with an inverted wedge heel are one of many model’s newer additions. Aesthetics apart, Villasenin’s aim has all the time been to democratize luxurious, create expertly crafted designs that stand out — and the take a look at of time — and embrace transparency with a brief provide chain the place each merchandise is handmade by an artisan. “We don’t declare to be a sustainable firm,” Villasenin caveats. “Style as an trade can’t be fully sustainable, however we see alternatives to problem current practices and drive change inside our area.”
Villansenin says the model, which first constructed its title in Europe, skilled troublesome intervals (significantly between 2015 and 2018), however its present development has been exponential. As of December, Villasenin tells us the model grew at a forty five% to 50% month-to-month charge from 2023. This can be partly resulting from its latest viral reputation and elevated visibility within the US, a market that the model is seeking to conquer subsequent: “We’re simply getting began with our funding within the US.”
The model additionally owes a part of its latest development and visibility to its pattern gross sales, which happened in Chicago, New York, London, Lisbon, and Berlin final yr; scenes of the gross sales (lengthy strains, in-store try-ons, and accessible sneakers) have been massively in style on TikTok, including to the model’s hype.“These occasions deliver our Miista neighborhood and crew collectively, and permit us to satisfy clients we’ve related with on-line, meet up with loyal followers, and introduce new individuals to our craft,” Villasenin says. “Whereas it will be cheaper to discard extra inventory, we’re proud to say each merchandise ultimately finds a house. Archive designs that by no means made it to manufacturing and on-line returns are included in these gross sales, guaranteeing nothing goes to waste.”
With this development, nevertheless, comes backlash. On-line, clients have criticized Miista’s high quality and sturdiness and restricted calf-sizing. “Prospects who expertise points with put on are supplied restore choices by our in-house service or native cobblers,” Villasenin says in response. “It’s a hand-made product, and generally people make errors. We’re there to all the time assist and enhance.” She provides that the model is wanting into rising sizing of their hottest shapes.
With the model hitting a milestone yr and all eyes on the US buyer to additional the growth — after pop-ups in Chicago and Miami final yr, this yr, the crew has eyes on Los Angeles — they’ve lots to stay up for in 2025. “All through the years we’ve realized that there’s a robust neighborhood of ladies that perceive us and wish Miista [in the US],” she says.“Our US neighborhood has made us really feel really welcome. It’s like they’d saved us a seat on the desk or a spot on the town streets — prepared for us to reach.”
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