FASHTALKS WITH CONTRE-ALLÉE

What did the beginnings of Contre-Allée look like?

I would say it was similar to every young designer’s beginning. Searching for a workshop, adequate artisans, an appropriate market, and interested buyers. It was also rewarding to see my drawings and ideas become a physical shoe I could touch and wear.

What inspired you to name your brand?

Contre-Allée is a French word meaning a side street parallel to a larger street. That definition is symbolic to the name of our brand as it is our process of being, working, and the way in which our artisans hand-weave our shoes.

Where do you find inspiration?

I find a lot of inspiration while traveling and discovering new cultures. I am also inspired by Moroccan handcrafted materials and the work of an artisan. The shoes I make are entirely my style. I was inspired to create this brand within my style preferences. Italian loafers are a love of mine. The style of a linen suit, in the summer with a styled shoe such as a classic loafer.

“Our shoes are the product of an eco-friendly material combined with an elegant style. Handwoven by talented artisans with rich Moroccan heritage.”

What sets your brand apart from the rest?

We’re the first brand that has created raffia material into a loafer.

What made you want to design footwear out of raffia?

I found raffia in a souk market in the old Medina area of Casablanca, Morocco. I fell in love with this material for how versatile it is and the way in which artisans can weave with it. I had the idea to develop this interesting new material into a shoe with my designs. Combining the handwoven raffia with a leather sole.

Do you have a favorite piece that you have designed?

Bachko is my favorite model. It’s a classic loafer with a tassel. It’s simple, timeless and elegant.

How would you describe the style you aim for your brand?

I see my shoes with a summer suit that is linen, light, and vacation style worn with a Contre-Allée shoe. Which is of a natural material, simple, elegant, and easy to wear. It brings an attitude to the outfit and a new touch for the customers with our unique material. Wearing them is a vibe and a feeling. You will feel it when you wear them.

What brand values are most important for Contre-Allée?

Raffia is a natural fiber, and it is eco-friendly. Which is one of the reasons I fell in love with this material. Our shoes are the product of an eco-friendly material combined with an elegant style. Handwoven by talented artisans with rich Moroccan heritage.

What is the one piece of advice you would give to a new designer?

Trust your ideas and do your best to make your vision real. If it works, amazing and if it doesn’t, it was a good experience for the next round. As you’ve learned a lot to implement your second launch.

“We want to continue to inspire the new generations of designers to start to use natural materials to create their own unique products.”

How has the fashion industry changed since you first started out?

The industry changes depending on the world and the political movements at the time. I would say fashion is in a constant state of change. We continue to create our art throughout the changing times.

What was the toughest circumstance you overcame when just starting out your business? 

In the beginning, I didn’t have big quantities, so it was difficult to find artisans to weave the raffia. But over time I found my team and season after season everything became more fluid.

If you could go back and tell yourself one thing before beginning your career, what would it be?

I would tell myself to not give up and believe in new concepts.

Do you have a passion other than fashion or design?

My passions outside of designing are football, surfing, and cooking.

What should consumers expect to see next from Contre-Allée?

Raffia shoes that change your attitude and vibe.

What is the most important thing you would like your brand to be recognized for?

We want to continue to inspire the new generations of designers to start to use natural materials to create their own unique products.