Get To Know @ShoesOfNYC



When we first came across @shoesofnyc on Instagram, we immediately fell in love with their aesthetic and brand. It’s so clear and easy to interpret–awesome shoes, and the stories of the people behind them. We knew it’d be an instant follow for all of us in the studio, because even more than a good pair of shoes, we love a recognizable and unique brand. The account carries a sense of anonymity, seeing as it’s comprised of well, shoes (duh), so we reached out to the people behind the Instagram handle to find out more about how they got started, why they chose shoes, and where they see the brand heading.


Who is the person (or people) behind the Shoes of NYC Instagram? Shoes of NYC is the social media brain-child of two shoe lovers from Seattle, Washington. Inspired by New York City’s street style, Lexi Cross and Huston Conti founded @shoesofnyc in August of 2014 as a way to document interesting shoes and their owners.

What inspired you to create the Shoes of NYC Instagram? We all buy and wear shoes for various reasons but how often do we actually consider these motivating factors? @Shoesofnyc was created to begin the conversation.

What type of content (in this case, what type of shoes) are you looking for when posting to the Shoes of NYC account? Any and everything. There are no brands we look for in particular or specific styles we gravitate towards. We do notice trends as we scour the streets of NYC but we’re just as intrigued by the people who wear the shoes as the shoes themselves.

Why did you choose Instagram as the platform to create the Shoes of NYC account? It’s the easiest way for us to quickly distribute visual content to a large audience and allows for a high level of engagement in real time.

What strategy (if any) is there behind taking pictures, editing photos, posting, etc? Like a girl who has a lot of shoes – it’s always good to have options. We take a lot of photos…different angles, settings, etc. Also important: good lighting!

How would you describe the photo style of Shoes of NYC? Consistent.

How would you describe the voice behind Shoes of NYC? Well that depends on the shoe. The people we interview determine our voice.

Where would you like to see the account go in the future? It’s a passion project. We want to take this as far as it can go because we love doing it.

What are some of your favorite Instagram accounts to follow? We like IG’s that have a consistent and recognizable aesthetic. We know what to expect and the content will always speak to us. Some of our favorites: @thedogist / @humansofny / @__nitch

What advice do you have for other Instagrammers wanting to create a brand and following within the platform? It comes down to two things: 1) a unique idea and 2) follow through. If your goal is to gain followers and establish a large presence then you have to have a niche angle that people are truly interested in. If you believe that what you have to say will carry weight on the platform, it all comes down to persistence. A lot of people have good ideas, but very few take action on them.