TRADE SHOWS
Lazr Shoe Show Moves to Cooper
After a launch in August at LA Live in downtown Los Angeles, the second edition of the Lazr footwear trade show was held April 24–26 at the Cooper Design Space in LA’s fashion district.
Dubbed an interim show by founder John Ruffo, the latest edition featured a mix of men’s, women’s and children’s resources at a range of price points from moderate to upscale.
This was the second time showing at Lazr for Beverly Hills–based Swyt Culture, an ultra-lightweight collection of ballerina flats made with a patent-pending injected, molded outsole made from recycled materials and a fabric upper made from materials sourced in the U.S. and Europe. For example, one style features a sublimation print of a shot the company founder took of the Berlin Wall in Germany.
Swyt Culture was created by Maggie Finneran, a longtime footwear and apparel executive who had worked with brands such as Taryn Rose, Chaiken and Capone, Linda Loudermilk and Rock & Republic. Now in its third season, Swyt sells in Nordstrom Kids, as well as Sportie LA, Brooks Shoes and surf shops.
Finneran is working on expanding the collection to include flip-flops, booties and men’s styles.
Among the new exhibitors at Lazr was Alli Marie, the new collection launched by Allison Gettings, who spent six years honing her footwear skills at her family’s company, Redwing Shoes, based in Redwing, Minn. For her own line, Gettings opted for a contemporary collection that blends premium craftsmanship with comfort technology. Allie Marie is produced in Portugal, where, Gettings said, “there is a heritage and history of making fine products,” but she said the prices are “more reasonable than Italy.” Wholesale prices range from $205 to $250.
Another launch at Lazr was the Dr. Scholl’s Original Collection, based on the classic ’70s sandal. The style has been reintroduced and is selling at Southern California boutiques such as Fred Segal Santa Monica, Madison and Kitson, as well as online retailer Modcloth, said Art Abenoza, founder of InPressLA, who is representing the line. Abenoza was also showing New York–based Ivy Kushner, a new collection of edgy heels and boots with 18-karat-gold-plated trim.
The final day of the show coincided with sample-sale day in the Los Angeles Fashion District.
In addition to wholesale business, Lazr featured a pop-up shop section, where consumers could purchase shoes from brands such as Irregular Choice, Lucchese and Seychelles. “We’re B-to-B, and we’re B-to-C,” Ruffo said.
Ruffo plans to host Lazr four times annually, twice at LA Live and twice at the Cooper building.
For more information, visit www.lazrtradeshow.com.
