Meet Florrie Dowley, the 29-year-old female founder of Florrie London. With a passion for shoes that began at an early age, Florrie launched her first collection in February this year.
She honed her skills by studying in Perugia, interning for independent shoe brands in both Florence and Mexico City, and designing at Aquazzura. Eager to discover what women really want when it comes to footwear, Florrie also worked for a while at Selfridge’s, gaining valuable insight into a largely male-dominated industry.
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Driven by a desire to bring confident, female-led design to the fore, Florrie London was born. With a focus on wearability, comfort and effortless British style, her designs aim to capture the essence of the modern British woman. Each pair is named after a woman who has played a significant role in Florrie’s life, adding a personal touch to every step.
Here, we delve into Florrie’s inspirations, travels and the stories behind her treasured vintage finds, which have shaped her brand’s unique aesthetic.
What inspired you to create a luxury footwear brand?
When I was two, my mum bought me a pair of red Start-Rite Mary Janes. I wouldn’t take them off, so she had to keep buying the same pair in bigger sizes as I grew. I still can’t resist red leather shoes.
How have your travels influenced your design aesthetic and how you approach shoemaking?
Florrie London is all about the intersection of British cool and Italian glamour.
What has been your most empowering experience as a solo female traveller?
Moving to Italy on my own at 18 was a transformative experience. I lived in Perugia for four months, sharing a flat with three girls who are still my friends today. Despite the language barrier and being alone in a new city, I learned a lot about myself and what I enjoy doing. Since then, I’ve moved back to Italy twice and Mexico once. Travelling solo is a great way to truly discover a place and meet people you otherwise wouldn’t have.
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Do you have any treasured vintage finds from your travels that inspire your designs?
Almost everything in my house! My kitchen reflects my brand’s design ethos – Italy meets London. I found my dining table at the Arezzo antiques market (the first Sunday of every month). It was designed in the 1950s by Vittorio Dassi, a founder of Salone del Mobile Milano. Its green glass top became the defining feature of my brand, and I developed an insole leather to match.
The rest of my kitchen is covered in green and white marble, seen all over Milan. Entryways of Milan, a beautiful book, showcases marble-covered hallways and staircases of 20th-century Milanese buildings. A watercolour of Florence painted by a friend hangs next to a framed table mat from O’Munaciello, my favourite Florentine pizzeria.
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Piero Fornasetti, another favourite 20th-century Milanese designer, inspires my home. His snack bowls serve aperitivo with Friday night cocktails, poured from my mid-century Italian bamboo drinks trolley into antique glasses found in Tuscan flea markets. Fornasetti x Cole & Son ‘Nuvole’ wallpaper adorns my study, cut into an arched window shape on one wall and a ceiling circle as if looking through a window onto clouds or a glass dome – an idea sparked by a ‘cupola’ plate in the Fornasetti shop in Milan, a three-story museum and favourite inspiration spot.
I make my morning coffee in a 1970s Caravel espresso machine, bought at Florence’s Sant’Ambrogio market. The ‘Il Conico’ kettle from Alessi, created by Milanese designer Aldo Rossi in the 80s, sits alongside Barber Wilson taps and Wedgwood scallop plates, bought one by one on eBay to incorporate British design elements.
My desk, by Alessandro Albrizzi, was discovered while researching at Florence’s Polimoda Library (an endless inspiration source). It holds a Murano mushroom lamp found at the Cascine Park market, a mix of Italians doing weekly shopping and fashion students seeking vintage finds. I once bought Levi’s jeans there for a euro, wearing them until entirely through, then transforming them into Lucia mules at the factory.
Florrie London shoes are made to be “lived in, loved and passed down.” What’s the story behind a pair of shoes you’ve worn on an unforgettable trip?
I always pack leather slides for holidays – perfect for the beach, lunch, or exploring a hot city. The gold Emma flats are my go-to, easily dressed up for the evening with a dress and vintage earrings from The Hirst Collection near Portobello.
Do you have a favourite pair – if so, why?
Matilda is the perfect sandal for me – sexy and strappy but with great support for comfort.
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Are there any destinations that you’d love to visit for design inspiration?
I would love to go to India for its incredible embroideries and fabrics. I’m sure market shopping there would be an amazing source of design inspiration.
What are your packing essentials?
La Mer lip balm, La Roche Posay moisturiser, hotel slippers for overnight flights, Emma flats for all hot holidays, a roll-up backgammon set, Yorkshire tea bags and my Grandpa’s 1970s Ray-Ban Wayfarers.
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