"We’ve been having a lot of film crews in here," Jordan Adoni said of his Garment District showroom during a recent visit. Modern Vice, the footwear brand that Adoni started with his younger brother Jensen in 2012, already has a documentary with Netflix in the works.
Modern Vice makes handmade boots and shoes with cheeky phrases like "chic shit" and "oui" and priced from $209 to $549; the range even includes shoes inspired by artists like Prince and David Bowie. But the real draw is the oh-so-hot-right-now personalization factor: "We invite shoppers up, allow them to customize their shoes," right out of the showroom, said Adoni, which includes an in-house factory, cobblers, and a space for photoshoots.
Adoni ticked off the names of famous clients — Beyoncé, Swizz Beatz, and Lauryn Hill, just to name a few — who have come into to collaborate on one-of-a-kind shoes. Questlove went for a pair of Yeezy-inspired python-covered kicks recently. Customers can come into the showroom "right off the street" and be treated to the same bespoke treatment as celebs, getting into the nitty-gritty of shoe design all the way down to customizing the hardware.
So how much will all of this cost you? Less than you think. To incentivize shopping directly with the factory, Adoni offers shoppers up to 30% off the retail price listed on its website, or up to 20% off if you're customizing an already-existing style.
Experience the showroom for yourself Mondays through Fridays from 11 a.m. to 8 p.m. and on Saturdays from 11 a.m. to 6 p.m. If you go now, you'll find that a lot of stuff is seriously on sale.