On Tuesday, you met Oliver Gee, of the Earful Tower podcast, who visited Carcassonne as part of the honeymoon tour of France with his bride, Lina Nordin Gee. The lovely Lina is interesting in her own right, as a shoe designer, company founder, and chic Parisienne.
I ran into Oliver and Lina at the Saturday market in Carcassonne, where I was waiting to meet up with a friend and her husband–the same couple whose love story I described here. My friends were delighted to meet Oliver and Lina, and C kept leaning over to me to whisper about Lina: “She’s so beautiful!” “Seriously, she is very beautiful!”
And it’s true. From the bits of time I got to talk with Lina, I learned that her heart is as beautiful as her face. And she’s a businesswoman! Her brand is Deuxième Studios, and the shoes show that you don’t need heels to be chic.
—How did you get into shoe design?
When I grew up, my mother started her own brand, designing and selling traditional clogs. I started helping out at weekends and after school. A few years later I graduated from Istituto Marangoni in London (and a year in Milan) with a BA in Fashion Design, I continued to work with my mother as well as taking on freelance work for other brands. I also started designing and making custom wedding dresses on request. In 2016, I decided to start my own brand, designing and selling my own line of shoes.—How did you end up in Paris?
I have moved around quite a bit since I turned 18. As soon as I finished high school, I moved to London to study fashion design, from there I moved on to Milan and Abu Dhabi, only to move back to Stockholm (where I grew up) a few years later. I spent about a year back in my home town, but it wasn’t long until I got restless, so I sent off an application to study a semester of french at the Sorbonne in Paris. In December I got the letter from the university welcoming me to Paris, and I moved a couple of weeks later.
—How did you start your company?
It took about a year of preparations and planning before I launched my brand. In 2016 – my first year in Paris, I started thinking about starting my own shoe brand. At the time me and my now-husband Oliver–then boyfriend–were living in a tiny chambre de bonne (basically shoebox sized) apartment in the second arrondissement (deuxième arrondissement in French), in the very bullseye of Paris. I guess it must’ve made an impression on me because I settled on ”Deuxième Studios” as the name for my brand. I was still working with my mother’s brand, and therefore had all the connections with suppliers (shoes, leather, shoeboxes, etc.) I needed to start. So I went ahead to register my new name, I flew to Portugal to develop and order my first shoe samples, I ordered shoe boxes and made a website.After about a whole year I was ready to show my first collection to the Swedish press. It went well, and I got in contact with some of the biggest fashion influencers in Sweden. They showed and shared my shoes in their channels, and before I even opened my webshop, I had customers waiting to order.
The first collection existed of basically one model (in an array of colours, hot pink to powdery beige) – a fluffy slipper. I have just finished the new samples for autumn/winter 2019, the number of models have increased over the four seasons I’ve been active, from the first fluffy slipper to a full collection of boots, ballerinas, pumps and sandals! —Tell us about your philosophy/ideals about the perfect shoe.
I started Deuxième with the idea of offering shoes that didn’t have to have a towering heel to look fun. Living in Paris and marching the cobbled streets every day, heels is not always the best option. I wanted to make shoes that can transform an outfit, something simple yet special. A shoe that can take you from day to night. Oh – and it had to be comfy! I basically wanted a shoevolution, haha. Sounds pretty ambitious, but I guess you need to dream big to dare to take the step of actually starting your own company. It helps if you’re a little crazy!—How are your shoes made?
My shoes are made in the north of Portugal, around Porto and Guimaraes, to be precise. They are produced in a small family run factory run by the owner named Paulo. I source some of the materials myself, and some are sourced via the factory’s connections, but it’s ultimately me who will ok a material before it’s used. It’s so interesting to see a a shoe being assembled by all these pieces and processes, from initial sketch to a pair of beautifully made shoes wrapped in silk paper, ready to be shipped to their new owner.
I am pretty vigilant when it comes to quality. It pays off to choose a more expensive leather/sole/lining in the long run. The shoes ages better and will by the same logic live longer. It’s extremely important to me to offer a sustainable option in the fashion world.
I am currently working on extending the Deuxième family further, I’m in the process of making a few models of bags! About six months ago I contacted a hardware manufacturer in Milan, and I recently got the finished samples of the custom bag clasps I designed. 2019 will be an exciting year for me, new shoe models, very new bags, and I might just be in talks with a well-known department store in Sweden.