Rothy’s Steps Out in New York

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San Francisco-based online shoe company Rothy’s, which sells ‘flats’ for women made from recycled and sustainable materials, is taking strides into the bricks and mortar world with the opening of its fourth physical store, on Bleecker Street in Lower Manhattan.

The store takes the place of a former Jimmy Choo outpost and in place of a pair of uber-slick stilettos, shoppers can now purchase a pair of shoes made from plastic bottles or Merino wool, among other things.

From a store design perspective, the interesting thing about this store is that in spite of the eco-aware nature of the inventory, it looks pretty much like the sort of thing that the wealthy inhabitants of this locale would expect of a small upscale boutique.

Practically, this means a store in which plain wood perimeter panels are coupled with a large mid-shop display table and the graphics are 3D, taking elements of the production of the footwear as their starting point.

As well as shoes, the store also stocks a small range of tote bags, also fashioned from recycled materials.