New multi-label shoe shop 33thirty-three in Paragon is also the exclusive local retailer of two other European shoe labels that are making their Singapore debut – hip London-based sneaker company Double Identity and well-loved Italian brand Iceberg.

The 600 sq ft shoe boutique, which opened last Friday, got its name from the code often featured on apparel from G-Star, one of its key brands.

It is run by local fashion retailer Sidefame.

The 20-year-old company is also the local representative for the Milan-based women’s high-fashion label Anteprima and denim labels G-Star from Amsterdam and Tough Jeansmith from Hong Kong.

Says Sidefame director John Ng: “We’ve seen an increased demand for fashionable yet functional shoes in the past two years.

Introducing a new multi-label shoe shop was thus apt, especially when the designs complement the apparel brands we manage.”

Here is the lowdown on the other labels carried in the store.

DOUBLE IDENTITY

Started in 2003 in London, this cult label has been a hit with hip magazines such as i-D, Wallpaper and Vogue Japan.

Known for its use of bright colours and combination of fabrics, the brand also introduces innovative design techniques such as perforations and laser cutting, like the Dock 2 Strap Pig Skin Sneaker(above, $253).

Suits: Club kids and the nu rave set

Prices: $193 to $373.

ICEBERG

This 35-year-old label run by Italian fashion company, the Gilmar Group, has the same flamboyant flair as another Italian fashion giant, Versace.

Originally a knitwear and sporting goods brand, its designs are intricate and boast detailed stitching, multiple colours and classic sporty stripes.

Details like sequinned logos and metallic finishes up the glam factor, like the Vernice Lilla (above, $593).

Suits: Yuppies and the more mature crowd who want to attempt street chic without looking like mutton dressed as lamb.

Prices: $493 to $593

This article was first published in Urban, The Straits Times.