PARIS TEXAS

SCOPE

Brand positioning, VIP and influencer seeding, product placement, retail strategy and partnerships.

Paris Texas entered the market with a bold aesthetic and a clear ambition: redefine the statement boot and secure cultural traction fast. The work required a strategy that would move the label from unknown to recognised and then from recognised to in-demand.

Building a footwear brand with cultural relevance, strategic visibility and demand across fashion’s most competitive category.

  • EmRata in a street wearing Paris Texas snake boots

    Challenge

    Position a new Italian footwear label for global relevance and generate early momentum in a category defined by saturation, high turnover and intense competition.

  • Eva Chen street style featuring Paris Texas footwear

    Approach

    Brand Positioning

    We sharpened the brand narrative to articulate what Paris Texas brought to the fashion landscape: creative design, strong silhouettes and a modern take on the statement boot. The positioning gave the brand a platform that buyers, editors and talent could rally around.

    VIP & Influencer Strategy

    The visibility plan focused on cultural impact, not volume. Strategic seeding placed Paris Texas pieces in the wardrobes of high-profile individuals whose style choices shape the wider fashion conversation.

    Editorial & Cultural Placement

    Coverage across titles including Vogue, WWD, Harper’s Bazaar and Marie Claire reinforced the brand’s aesthetic and elevated its presence within the industry. Each placement strengthened the perception of Paris Texas as a go-to for directional footwear.

    Retail Partnerships

    High-impact stockists — Net-a-Porter, Selfridges, Harrods and MyTheresa — anchored the brand’s commercial expansion. These partners provided global reach, credibility and the right distribution environment for a fast-scaling label.

  • Talent wearing Paris Texas boots outdoors against the blue sky

    Impact

    Cultural Momentum

    Notable figures wearing Paris Texas in the brand’s first year helped establish immediate visibility and desirability. These moments signalled relevance and accelerated the brand’s rise.

    Commercial Growth

    Retail footprint expanded to 30+ countries.

    Consistent demand supported long-term wholesale partnerships and strong re-order patterns.

    Industry Recognition

    FNAA Emerging Talent Award (2019) — validating the brand’s impact in its early stages.

    65% acquired in 2023 at a $25M valuation, underscoring the commercial value built through cultural strategy.

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