“Think Fashion, Think Fair, Think Ethics… Think”

For a girl with a serious shoe addiction, WHERE is ‘where it’s at’. Seriously though, here’s the top three reasons why:

1) They have so many lovely styles to choose from.

2) All WHERE shoes are certified by the Fairtrade Labelling Organisation (FLO), meaning that the business operates on fair terms of trade for producers in the developing world – this includes fair wages, safe working conditions and investment in the long term production planning and training.

3) All of their shoes are totally affordable – actually, super cheap considering they’re so cute and how quality the materials are.

WHERE also makes a special effort to talk about who their suppliers are. According to their website, their Indian supplier is the Community Friendly Movement, a social enterprise & member of the World Fair Trade Organisation (WFTO) and the Fair Trade Federation based in New Delhi whose mission is to create wealth for artisan communities at the bottom of the supply chain by offering quality handmade products to customers at competitive price. This is really commendable since we so rarely hear about the stories behind the product. WHERE helps us answer those important questions: where did this product come from and who made it?

WHERE is the collaboration of industry specialist Lawrence Warren and designer Laura Villasenin, a graduate of Cordwainers and former intern for Aquascutum and Terra Plana. Warren explains the rationale behind the business: “If we can offer consumers well-designed, handmade products using locally produced componentry from sustainable sources wherever possible then I think they are prepared to pay a small premium for that”.

The result is a fabulously stylish collection with a social conscience. You can buy your own pair at Topshop, Office, Urban Outfitters and probably even your local boutique if you are based in London or NYC. I got mine at my local – Hoxton Boutique in Shoreditch, London.

These golden beauties are must-have for Spring and Summer (recently featured in Vogue):

WHERE platform heels SS10

WHERE platform heels SS10

I actually bought a pair around Christmas without even knowing about the label, check out these gorgeous brogues:

MILA lace up brogue, £70

MILA lace up brogue, £70

These are also a massive favourite of mine – sleek wedge shape, a little bit rock and roll, and totally on trend with the studs:

Tressa wedges

Tressa wedges

Coco Rosa in the Tressa wedges

Coco Rosa in the Tressa wedges


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