Brand to Know: Bulgarian Shoe and Handbag Label By Far

There are a plethora of factors that play to the success of a brand but if it all had to boil down to one, it would be knowing exactly what your customers want. For the trio at Bulgarian shoe brand By Far, their mutual obsession of the ‘90s led to the conception of a shoe and handbag brand in 2016. In the short span of barely four years, the business has grown leaps and bounds. If you aren’t already acquainted with the brand, chances are you would have seen it on the shoulders of the Instagram It girls.

The collective ‘90s obsession of sisters Valentina and Sabina Gyosheva and their friend Denitsa Bumbarova, whether pure coincidental or a planned trajectory hit the nail on the cultural zeitgeist. They were far from the only ones obsessed with the ‘90s. Fashion, on the whole, has been in a state of retrospect with designers turning their head to the past decade. We’ve seen everything from supermodels from the ’90s to the tie-dye trend and off-shoulder silhouettes rear its head again in the last couple of years. The style icons from that era, too, are back in the limelight to inspire contemporary wardrobes.

The trio at By Far kick-started their design trajectory with a line of footwear. Mules, low-heeled pumps and slingbacks that took its notes from the likes of Carrie Bradshaw and Kate Moss were the brand’s introduction to the fashion realm. Their smarts in building a brand extended beyond design to their pricing strategy. Pegged anywhere between USD$200 and $450, the price points were kept friendly and accessible. With a stellar design and business strategy backing the business, By Far fast catapulted to success.

Despite being in its infancy, By Far was picked up by big players in the online retail business like Net-a-Porter, Moda Operandi and Need Supply. On top of that, the label also expanded to a line-up of carryalls that riff off of the same ethos. In the mix, you’d find a covetable array from microbags to shoulder slings ala Bradshaw’s Fendi Baguette. By Far might recall blasts from the past but its repertoire of offerings are anything but passé. Well, fashion recycles everything anyway!

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