Nicole Rivers and Yosi Samra at the FFaNY industry event.

I was introduced to Yosi Samra by my good friend Nicole Rivers who works for FFaNY at the industry party last week. Apparently Yosi is not one to show a lot of expression or I guess you can say he is not impressed by much. He grew up in the footwear industry as his pops owns the brand J Loren, but he did not go right into the family business. Growing up in NYC he was one of those guys who was thinking business starting from high school and he built quite the name for himself in promotion and events. His company produced events for some of the biggest brands and the most famous people, but as time went by he was drawn out of that world and into the one he knew all his life. 

So, like I said he is very serious *_* …however, within 10 minutes of meeting Yosi at the event we somehow got into a conversation about beating people up and life on the streets (you know what people usually talk about at those gatherings…) and well, any of you who have met me in person, you  know that I am all of  5′ 2″ and have never been in a fight in my life. So, apparently the thought of me as the go to person in my circle of friends when someone needs a good beatdown, is what it takes to get Yosi to crack a smile and from then on we became fast friends. He actually is one of the nicest people I have met and while he may not  laugh that much, it is not a reflection of his attitude towards life. Maybe he just is practicing his poker face all the time!

Coming from the background that Yosi does, it was no surprise that the line that he co-owns with Jacques Messeca was awesome! The follow day of the event I visited them in their suite at the Hilton and loved everything I saw. The line is fashion forward, comfort focused and extremely well made.  Their designer is Loredana Cannia and she comes from Italy but was actually designing high fashion apparel before joining the guys at Mea Shadow.  Her designs definitely have an Italian flare and the detail is amazing.   The shoes sell from $2oo-$500  at retail and they are manufactured in China, but the quality is superior. I was not allowed to take pics of Spring ’11 because they want to keep it under wraps for a bit longer but below are some great current styles as well as the upcoming fall season.

The brand is already making waves and is selling like crazy! Thanks to Nicole, I not only made a new friend but I also discovered what will certainly be one of my new favorite brands! I am looking forward to following their success and trying the shoes out when Yosi hooks me up…wink wink.   I only have one piece of advise for Yosi…and that’s to watch his back because you never know when I am going to want to kick some ass. haha  Check out the brand for yourself at www.meashadow.com and you can contact Yosi at yosi@meashadow.com ….you may also want to ask him about his other brand, he named after his favorite person in the world called, Yosi Samra. It is a cute line of bendable flats that are selling fast to retailers such as Nordstroms. 

These are one of my faves from the fall line!

I love the rubber sole and there is padding in every shoe…which is great when you live in a city like NYC! Comfort is key!

The cut-out detail is amazing…very nicely done.

A few of Yosi’s flats…

I couldn’t decide what I like the most, so I tried to get them all…haha