Show me Fury

 “STELLA”  peep-toe platform shoe-boot

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If there’s one thing more exciting than trying on a new pair of shoes it is witnessing the launch of a whole new shoe brand. Earlier this year, your Shoeblogger was privileged (and wildly excited) to get a sneak preview of the spring/summer 2012 collection from FURY – you probably haven’t heard of them yet, but you will. 

FURY (the company) comprises shoe designer Lisen Magnusson and her business partner David Frymann. Lisen (above) came from Sweden to study at the London College of Fashion. David works in a well known advertising agency in London. When they met both were craving a new challenge. David showed some of Lisen’s initial sketches around the office to much praise. Confident that this was the right thing to do they decided to launch their own footwear company in 2010.

To create a great shoe, you have to have the vision of an artist combined with the focus of an engineer (I’ve seen the blueprints of the “Stella” peep-toe platform shoe-boots, above. They’re slightly mind-boggling.) You also have to have suppliers and manufacturers who can deliver the quality you want, which in the case of FURY meant many months of research and trials around Europe before finally finding a factory in Portugal with the requisite standards and expertise.

 “LO”  ankle boot

FURY shoes are very cool, understatedly sexy, and amazingly comfortable. The linings are all leather – mushroom kid napa leather, to be precise.

The “LO” ankle-boots come in white python skin and the “TY” court shoes in light mushroom python. They feel as soft as gloves. Heels don’t go higher than 4-inches/100-mm, or if they do they have a bit of platform added, so no teetering is involved. 

“TY”  python pumps

Details are clever but not flash. The “YLA” sandals have a detachable leather heel tassel, “TY” has a ring of matte silver studs encircling the heel. My favorites are the “STELLA” shoe-boots, with their tumbled leather back “counter” and gunmetal studs. (And they look super-high but that leather platform under the ball of the foot means they are super-easy to strut – sorry, walk – around in.)

 “YLA” sandals 

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FURY’s first collection, for s/s 2012, is now available in two great boutiques: in London at Notting Hill’s Wolf & Badger and in Sweden at Awesome Rags! Stockholm. The collection is also available soon online at www.showmefury.com (and there are more styles on the website so do check it out.)