After years of dreaming, Miista has finally managed to create a permanent home in the USA, at 69 Orchard Street in New York. For an independent brand of its size, without the financial backing of any mega-conglomerate, this step means a before and after in its professional trajectory. Miista, which has established itself as one of the most desired brands by the it-girls of the moment, has decided to do its bit for the New York community: ‘We wanted to do something for our American community before we opened and we thought, what better way to do it than to help them let off some steam?’
The brand made the following action in keeping with this concept: ‘American politics is an absolute dumpster fire, and we’ve heard that our New York Miistas are understandably frustrated with the state of their country. So to help them exercise some of their righteous anger, before turning the space into the ultimate Miista shop, we turned it into an office-themed rage room – using discarded supplies we collected from around the city – and invited our community to come and trash it all. Because even if we can’t lead a protest or run for political office, we can at least open up our space for a little cathartic release.’
Miista also invited her community to write down what is bothering them on a post-it note. Whether big or small, personal or political, the notes will create a ‘wall of community rage’, a living document of what New York really cares about.
‘As an independent brand, we’ve always expressed our feelings, and when we can, we want to help you express yours too,’ the footwear brand began in a statement. As a result, Miista built a ‘depressing office block’ in its new shop, inviting New York-based fans to come in and smash it all up. ‘We may not be able to lead a US protest movement or run for political office, but we can at least open our space to our friends there to let off steam.’
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