Either/Or
Either/Or is a women-owned, designer-led direct-to-consumer footwear brand selling handmade Italian vegetable-tanned leather shoes — sandals, flats, heels, clogs, and boots — exclusively through its own Shopify website to fashion-conscious women seeking stylish, ethically made footwear.
- Company typePrivate
- Founded2020
- HeadquartersTacoma, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Either/Or does
Either/Or is a women-owned, designer-led direct-to-consumer footwear brand founded in 2020 and headquartered in Tacoma, Washington, where three co-founders — Emily, TC, and Paige — design products and hand-pack every order from a small studio. The company sells exclusively through its own e-commerce site, shopeitheror.com (powered by Shopify), and uses Google Analytics for marketing measurement; its only listed operational integrations are Shopify and Google Analytics. It markets primarily through organic social (Instagram, Facebook, Pinterest, TikTok) and an email newsletter offering first access to new styles and a 10% first-purchase discount.
The company's core product is handmade footwear — sandals, flats, loafers, heels, clogs, and boots — crafted in small batches from Italian vegetable-tanned leather and soft brushed suede, produced in close partnership with small family-run workshops in Europe and South America. The assortment spans roughly 30+ footwear SKUs priced from $245 to $490, plus a small accessories line (Klue-branded socks, XYZ Coop handwoven picnic blankets, a Gingham tote, and leather care kits) priced from $18 to $110. Production emphasizes artisan handwoven techniques, chrome-free and vegetable-tanned leathers for breathability, and a leather break-in process intended to deliver comfort from first wear.
Either/Or's revenue model is one-time direct product sales with no subscription or recurring component; free US shipping is offered on orders over $150, and seasonal sales (up to 50% off) and final-sale tiers for items marked 30%+ off are used to drive conversion. The target customer is fashion-conscious women seeking stylish, comfortable, ethically manufactured footwear for everyday wear, travel, and dress occasions — a horizontal persona segment served through a single owned digital channel with no wholesale or marketplace distribution and minimal (calculated-rate) international shipping. The business operates as a bootstrapped, founder-owned entity with no disclosed funding rounds, acquisitions, or institutional capital.
Either/Or firmographics
Firmographics- Name
- Either/Or
- Legal name
- Either/Or
- Website
- https://shopeitheror.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Either/Or is a women-owned, designer-led direct-to-consumer footwear brand selling handmade Italian vegetable-tanned leather shoes — sandals, flats, heels, clogs, and boots — exclusively through its own Shopify website to fashion-conscious women seeking stylish, ethically made footwear.
- Ownership category
- akta.pro rank
Either/Or industry classification
Industry- Product category
- Women's Handcrafted Footwear
- NAICS
- Shoe Retailers (45821)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Casual & Lifestyle Footwear (CRAAACAB)
- akta.pro secondary industry
- Luxury & Designer Footwear Retail (CRAAADAH)
Keywords
Where Either/Or is headquartered
LocationHeadquarters
- HQ city
- Tacoma
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Either/Or business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase model for footwear and accessories. Products include sandals, flats, boots, heels, and leather care accessories. No subscription or recurring revenue model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Sandal and Flat Styles |
| One time/ perpetual license | Pay-as-you-go | Loafer and Ballet Flat Styles |
| One time/ perpetual license | Pay-as-you-go | Heel and Pump Styles |
| One time/ perpetual license | Pay-as-you-go | Boot Styles |
| One time/ perpetual license | Pay-as-you-go | Accessories |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Either/Or product offering
Product offeringCore offering
Either/Or is a direct-to-consumer women's footwear brand selling handmade shoes and accessories through its own e-commerce site. The product line spans sandals, flats, loafers, heels, clogs, and boots crafted in small batches from Italian vegetable-tanned leather and soft brushed suede, produced in partnership with small family-run workshops in Europe and South America. The collection also includes a curated accessories assortment of leather care products, third-party socks, handwoven totes, and picnic blankets.
Product overview
Either/Or is an ethically made modern footwear brand offering a unified collection of handcrafted shoes and accessories. The product portfolio centers on quality leather and suede footwear including clogs (Canyon Clog, Terrace Clog), loafers (Coast Loafer, Monk Loafer), flats (Demi Ballet, Mary Jane, Oxford), heels (Slingback, Heeled Ballet, Demi Heel, Fisher Heel), sandals (Woven Slide, Rattan Sandal, Ghillie Sandal, Platform Fisher, Cloud Sandal, Buckle Slide, Dress Sandal, Criss Cross Slide, Isla Sandal, Knot Sandal, Beaded Footbed Sandal, Footbed Sandal), and boots (West Boot, Chelsea Boot, Calf Boot, Camp Boot, Aurora Boot, Shearling Boot). The accessories line includes leather care products (Suede Cleaning Kit, Saddle Soap Kit, Leather Conditioning Kit, Leather Renewal Kit), socks by Klue (Silk Rib Sock, Merino Wool Sock, Organic Cotton Ruffle Sock, Knee High Sock, Organic Loafer Sock, Essential Cotton Rib Sock, Organic Cotton Knit Sock, Loafer Sock Lurex variants), Gingham Tote Bag, and Picnic Blankets by XYZ Coop. All footwear is handmade in small batches using Italian vegetable-tanned leather and soft brushed suede, with production in close partnership with small family-run workshops in Europe and South America.
Differentiator
Problem solved
Functional benefit
Products and services
- Sandals Collection A collection of women's sandals at $245-$270 covering woven slides, thong flips, footbed sandals, fisherman styles, lace-ups, and platform options in Italian leather, brushed suede, and artisan handwoven constructions. Targeted at women seeking comfortable warm-weather footwear with vintage-inspired design.
- Flats Collection A collection of women's flats at $290-$320 including loafers, ballet flats, Mary Janes, and oxford derby styles in glove leather construction. Designed for everyday wear and dress-casual occasions for women seeking comfortable leather flats.
- Heels Collection A collection of women's heels at $270-$320 covering slingbacks, block-heeled pumps, heeled sandals, fisherman heels, platform styles, and heeled ballet flats. Built around minimalist block heels with vintage-inspired design for women seeking comfortable dress footwear.
- Clogs Collection A collection of women's clogs and mules at $345 featuring chunky lug soles and platform designs in soft suede, full grain leather, and Peru leather. Designed as transitional everyday and gardening-ready footwear.
- Boots Collection A collection of women's boots at $390-$490 covering mid-calf combat boots, western square-toe boots, Chelsea pull-on boots, shearling-lined moccasin boots, and tall knee-high calf boots in polished Italian full grain leather and suede. Built for cold-weather wear with chunky lug soles and padded insoles for all-day comfort.
- Leather Care Collection A line of leather and suede shoe care products at $22 covering cleaning, conditioning, polishing, and renewal kits. Designed to extend the lifespan of Either/Or leather and suede footwear purchases.
- Socks by Klue A resale assortment of premium socks at $18-$26 in merino wool, organic cotton, silk rib, and lurex variants from French brand Klue, marketed to complement Either/Or loafers, boots, and everyday wear.
- Picnic Blankets by XYZ Coop A resale assortment of handwoven artisan picnic blankets at $110 made by Mexican producer XYZ Coop, in Pink/Red and Orange/Tobacco gingham patterns, marketed as lifestyle accessories complementary to the footwear brand.
- Gingham Tote Bag A handwoven gingham tote bag at $32 made from sustainable recycled cotton, in Black/White pattern, sold as a lifestyle accessory complementary to Either/Or footwear.
- Either/Or Gift Card A digital or physical gift card starting at $50, redeemable across the full Either/Or footwear and accessories catalog at shopeitheror.com.
Quantifiable outcome
- Leather develops rich character and patina over time
- +1 more outcomes
Companies that use Either/Or
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Either/Or technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Either/Or partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, minor and supporting.
- Small Family-Run Workshops (Europe & South America)coreProducts made by hand in close partnership with small, family-run workshops in Europe and South America. These workshops are the core manufacturing partners responsible for producing all footwear styles.
- KlueminorEither/Or resells socks from Klue, a French sock brand. Products include Merino Wool Socks, Organic Cotton Socks, Silk Rib Socks, and Knee High Socks.
- XYZ CoopminorEither/Or resells handwoven picnic blankets made by XYZ Coop in Mexico. Products include Pink/Red and Orange/Tobacco gingham patterns.
- ShopifycoreShopify powers the Either/Or online store as their e-commerce platform, handling order processing, payment fulfillment, and store infrastructure.
- Google AnalyticssupportingGoogle Analytics is used to understand how customers browse and interact with the site, helping optimize marketing and advertising campaigns.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Either/Or competitors and assessment
Company assessmentDirect peers
- M.Gemi: DTC Italian-made footwear brand offering women's shoes, boots, and sneakers in premium leather at comparable price points. Directly competitive on Italian craftsmanship, women's footwear category, and digital-first brand storytelling.
- Dear Frances: Direct-to-consumer contemporary luxury footwear brand targeting fashion-conscious women with leather flats, boots, and sandals in the $250-$600 range. Comparable on premium women's footwear, leather craftsmanship, and designer-led brand identity.
- Vrai & Oro: Ethical DTC footwear brand leveraging Italian manufacturing with emphasis on transparency and sustainable materials. Comparable on premium leather sourcing, made-in-Italy positioning, and women-focused catalog (loafers, boots, flats, sandals).
- Koio: Premium DTC footwear brand with Italian-made leather sneakers and women's footwear at $200-$500 price points. Comparable on made-in-Italy positioning, premium pricing, and direct-to-consumer e-commerce model targeting fashion-conscious consumers.
- Nisolo: Direct-to-consumer ethical footwear and accessories brand offering leather shoes, boots, and bags made in small workshops in Peru and Mexico. Highly comparable to Either/Or on materials (Italian leather), supplier model (family workshops), price point (~$200-$500), and ethical positioning toward women consumers.
Broad incumbents
- Rothy's: Larger-scale sustainable women's footwear brand popular for flats, sneakers, and loafers. Comparable on DTC women's footwear category and sustainability positioning, though Rothy's uses recycled materials (not leather) and operates at significantly greater scale with venture backing.
- Reformation: Sustainable fashion brand serving fashion-conscious women with apparel and a growing footwear line. Shares the values-driven, sustainability-led DTC positioning and women-focused customer base, though Reformation is far broader in category and scaling.
- Everlane: Larger DTC fashion brand with transparent pricing and ethical manufacturing across apparel and footwear. Comparable on ethical supply chain storytelling and direct-to-consumer model, though Everlane is much broader in category depth and operates at significantly greater scale.
Emerging players
- Daniella Shevel: Boutique DTC footwear brand offering handmade women's leather shoes with artisan craftsmanship. Comparable on small-batch production, handcrafted positioning, and premium women's footwear.
- Marcella NYC: Independent DTC women's footwear brand offering handmade Italian leather shoes for the modern woman. Comparable on Italian leather sourcing, made-in-Italy craftsmanship, and direct-to-consumer model targeting fashion-conscious women in a similar price range.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Either/Or social profiles
Digital presenceEither/Or financial estimates
Financial estimateRevenue estimate
Valuation estimate
Either/Or leadership team
Management profileNumber of profiles
Profiles3 records
Either/Or funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Either/Or M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Either/Or
What does Either/Or do?
Either/Or is a direct-to-consumer women's footwear brand selling handmade shoes and accessories through its own e-commerce site. The product line spans sandals, flats, loafers, heels, clogs, and boots crafted in small batches from Italian vegetable-tanned leather and soft brushed suede, produced in partnership with small family-run workshops in Europe and South America. The collection also includes a curated accessories assortment of leather care products, third-party socks, handwoven totes, and picnic blankets.
Is Either/Or a public or private company?
Either/Or is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Either/Or founded?
Either/Or was founded in 2020. It employs 11 to 50 people.
Where is Either/Or based?
Either/Or is headquartered in Tacoma, United States, in the North America region.
How does Either/Or make money?
One revenue line is on record: direct Product Sales.
Who are Either/Or's main competitors?
Direct peers on record are M.Gemi, Dear Frances, Vrai & Oro, Koio and Nisolo. Broad incumbents are Rothy's, Reformation and Everlane. Emerging players are Daniella Shevel and Marcella NYC.
Does Either/Or have an API?
No public API is recorded for Either/Or.
What industry is Either/Or in?
Either/Or's product category is Women's Handcrafted Footwear. Its primary akta.pro industry code is CRAAACAB, Casual & Lifestyle Footwear, with a secondary code of CRAAADAH, Luxury & Designer Footwear Retail. Its NAICS code is 45821 and its SIC code is 5661.