Situated in Paragon, 33 thirty three is a first of its kind, exclusive multi-label shoe boutique in Asia. It retails the elite designer brand G-Star Raw Footwear that specialises in alternative footwear that gives a rugged feel.

The trendy London-based Double Identity and established Italian brand Iceberg debut alongside that label.

33 thirty three was named thus, “so as to commemorate the significance of the G-Star denim and its quality,” according to Mr John Ng, Director and General Manager of Sidefame Singapore, the premier fashion retailer that manages G-Star Apparel and 33 thirty three.

G-Star Raw Footwear carries the emblem of 3301 on all their products. 33 represents the number of the first batch of raw denim brought in for its apparel and 01 was an indication of the denim’s quality.

Sidefame is also the only local spokesperson for Milan-based upscale fashion labels such as Anteprima, well known for high-end leather goods.

Shoes from G-Star, a celebrated brand from Amsterdam that was noted for innovative work on raw denim, occupy 70% of the footwear display in the shop. They are segregated into 3 categories namely – utility, military and sports.

Retailing from $193 onwards, each pair may seem a tad pricey but Mr Ng assured that they are well worth the money if you’re looking for something that’s fashionable and durable.

Pointing out the unique make and design of each shoe, Mr Ng explained to UrbanWire, “The shoes are sturdy fashion items by themselves. It isn’t just about the design that you can see! The soles in itself are a character.”

The unique serrated soles are made based on an inspiration of a pair of “old fisherman boots” and will give consumers excellent grip when in use. The shoes are also styled to be hip and edgy but at the same time designed for comfort.

Take, for example, the military Patton Cinch Collar Leather Boots for men, which are made from calf leather and with an inner sock detail to provide comfort and style.

The Auger Samovar Denim high top sport trainer combines the unexpected blend of “full-grain leather, denim, suede and micro-meshes” to construct a pair of avant-garde sneakers. This serves G-Star Raw Footwear’s “form follows function” philosophy and at the same time is sturdy enough to withstand tough treatment.

Says the enthusiastic manager about the G-Star Raw Footwear, “These shoes cost a lot to produce because they are made from high quality raw materials. They are vulcanised and treated at high heat so they can withstand wear and tear for a very long time.”

Vulcanisation is a process often used to produce tyres. The rubber parts of the shoes are treated at very high temperatures with sulphur and moulded with steel frames that make the material stronger, yet more supple. Unlike shoes that are put together by glue, they are more “lasting and also hold their shape very well”.

Each of the brands, according to Mr Ng, brings in a slightly different twist to what 33 thirty three has to offer despite its common theme of alternative and industrial feel.

Iceberg brings an extravagant and stylish feel to sneakers. The 35-year-old label is run by the Gilmar Group, a reputable Italian company.

The Iceberg Ladies Vernice Nero is decorated with sequins to amplify the glam factor.

Meanwhile, Double Identity presents a “quirky, individualistic take” on sneakers with its prominent double Velcro straps and its 2-lace details.

Like the other stores in Paragon, this has a minimalist almost clinical look, although the shop was intending to convey the alternative, rugged feel of the footwear, using metallic frames and metal nets as part of the décor.


Edmund Chen and family at 33 thirty three


Dennis Chew at 33 thirty three
Those present, such as Y.E.S 93.3 FM deejay, Dennis Chew, gave the look 2 thumbs up. He was seen trying on a few pairs of shoes and said to UrbanWire, “I love the clean and open display. I can instantly pick out the designs that I really like from it and make a choice quickly.”