Why This Shoe Brand Named After An Alcoholic Drink Is One to Watch

Women's Brand to Watch Maskinryyppy
Marskinryyppy spring '17.
Courtesy of brand.

Marskinryyppy embraces contrasts. “The aesthetic is a mix of opposing idiosyncrasies: delicate and bold, provocative and gutsy yet tender, feminine but irreverent at times,” said designer Nicole Brundage, who launched the women’s footwear label in fall ’15, naming it after a traditional alcoholic Finnish drink, which means “The Marshall’s shot.”

Women's Brand to Watch Marskinryyppy Marskinryyppy spring ’17. Courtesy of brand.

The Switzerland-based label, which is produced in Italy and ranges in price from $400 to $795, is celebrating its recent e-commerce launch. On the site, the brand offers customization options for various heel heights and colors, as well as personalized sayings. Among the options: A name or phrase can be placed on the strap of the brand’s most popular style.

Women's Brand to Watch Marskinryyppy Marskinryyppy spring ’17. Courtesy of brand.

For spring ’17, Brundage took her best-selling Pauwau, an invisible sandal with PVC straps, “and I evolved it in multiple ways: by tattooing the PVC with party-girl phrases such as ‘no standing’ or ‘only dancing.’ ” Other styles in her line include flatforms, strappy sandals, block heels and mules, featuring playful touches such as metallic and woven details and graphic elements and snakeskin influences.

Women's Brand to Watch Maskinryyppy Marskinryyppy spring ’17. Courtesy of brand.

This year, Marskinryyppy collaborated with influencers such as Louise Roe, Olivia Culpo and Danielle Bernstein to help spread buzz about the brand. “Instagram and dressing influencers have done wonders to drive sales for all of our e-commerce clients,” said Brundage, who studied fashion at Istituto Marangoni in Milan and has collaborated with designers such as Manolo Blahnik and Zac Posen. “We noticed that our Pauwau style vanished on Barneys’ shop online.”

Women's Brand to Watch Marskinryyppy Marskinryyppy spring ’17. Courtesy of brand.

To compete in a challenging market, Brundage continues to innovate and learn more about her consumer. “With the immediacy of social media, there is no time to sit back smugly,” she said. “The pace is crazy and has pushed me as a designer and entrepreneur.”

Women's Brand to Watch Marskinryyppy Marskinryyppy spring ’17 Pauwau style. Courtesy of brand.

Want More?

17 Slightly Unconventional Women’s Shoes For the Office