Alexia Ioannou, founder of NOU, just landed on Forbes’ 30 Under 30 list, and honestly, it was only a matter of time. If you’ve ever fallen down a late-night rabbit hole of vintage shoes online, you’ve probably crossed paths with her universe already. She took that obsession and turned it into something bigger: a footwear brand that feels like the future and the past in the same breath.
NOU launched quietly but confidently: small runs, handmade construction, silhouettes that nod to vintage without slipping into costume. Satin mules, sculptural heels, thoughtfully built shapes, everything looks like it was pulled from a perfectly curated archive, just made today. It’s the definition of future vintage: pieces crafted intentionally, designed to age well, and built to be loved years from now.
In a market overflowing with fast-fashion footwear and shoes meant to fall apart by next season, NOU feels like a correction. A reminder that lasting beauty is rare, and craftsmanship isn’t a trend. Alexia isn’t interested in pumping out product; she’s creating shoes you’ll want in ten years, the kind you pass down or keep in a box because they meant something.
That’s what makes her rise so exciting. NOU isn’t about chasing hype, it’s about building a brand with longevity baked into every stitch. A little bit of glamour, a little bit of nostalgia, and a lot of “I need this immediately, and I’ll still want it when I’m 60.”
Text by: Wika Soto-Hay
