M.Gemi, the direct-to-consumer shoe brand known for its Italian craftsmanship, is coming to Canada. Founded in 2015, the label produces all kinds of classic shoe styles, from driving loafers and flats to slingback heels and ankle boots, in small, artisan-run factories. The company touts high quality at a fraction of the price of a designer shoe—all thanks to its largely online sales model and no brand-name markup. 

The company puts out a new shoe style each Monday and frequently retires existing models (and if a style is brought back, it’s usually with a design tweak or two). Although largely an online operation, the brand also boasts an IRL “Fit Shop” in New York’s Soho (with more cities to come).

If this is starting to sound like Warby Parker (or Canadian equivalent Bonlook), or Everlane or Mejuri, that’s not surprising. The way we shop for just about everything is changing. Upstart, online-first brands are finding their way into our closets, and, starting on July 16th for Canadians, M.Gemi just might be one of them.