After exploring Asia and Europe, Feiyue was willing to go on a road trip around the United States. It was time to head for the West Coast. For the fourth chapter of its journey, the brand left to conquer Los Angeles. A shooting on the spot directed by Estelle Rancurel, who has been working with the Feiyue team for four seasons. The crew ventured away from the studio for a trip staged in three parts starting in Venice Beach, continuing to the Californian desert and finishing on a residential neighborhood in Los Angeles. Three universes representing Feiyue’s values, its “Playgrounds”.

Last Thursday night, Feiyue opened its first flagship store in Paris. The shop is located in the heart of the 11th arrondissement. The brand has chosen rue de Charonne, one of the busiest streets in the area thanks to the trendy art galleries, popular coffee shops and stores.
Architect Jean-Guillaume Mathiaut used pure lines, light, and raw materials to recreate the brand’s identity in this 50sqm space.
Feiyue presented its entire FW11 collection that includes not only sneakers, but also apparel, collaborations and other objects related to the brand’s universe.
Those who missed the opening night are invited to discover the new shop at 31 rue de Charonne (Paris). Open from 10:30 a.m. to 7:30 p.m. Monday to saturday

Last night, Feiyue and agnès b. organised a special event at the Nouveau Casino to celebrate the launch of their collaboration.
The X brands are proposing a bi-material sneaker for next season. This model combines elegance and sobriety and comes in two exclusive colors (white and anthracite).
To get on with the launch, a music compilation has been produced, with two of the artists, Scratch Massive and Arnaud Rebotini, playing live for the occasion.
This collaboration is already available in agnès b. stores (Europe, US and Asia) and will also be distributed in selected Feiyue retailers early next year.

Last week, 30 brave teams reunited at Swinging Londress to participate to the first Feiyue X Vice pinball contest. The competition was fierce and people crowded together around the pinball machines. Congratulations to the team "Walking the dogs" which came in first!

Feiyue invites you to visit its latest display at L’Imprimerie: “La Terrasse de Feiyue”. From October 1-23 October, this trendy art gallery welcomes an exhibition about the brand. Along with this winter’s new styles, several collaborations will be introduced: Casio, Agnès b, Hansen Family and Bonton.
L'Imprimerie - 16 Rue Saint Merri, 75004 Paris - Open 7/7, 12:30pm -7:30pm

To celebrate the launch of the Feiyue X Bonton collaboration, both brands invited their friends and kids to Bonton (Rue des Filles du Calvaire) on September 14th for an afternoon full of fun and surprises.
Older kids put on the customized Delta Mid to take their first class of break-dance while toddlers had fun drawing.
Cupcakes and cream puffs were also served throughout the party while the magical moments were captured with Polaroid cameras.
For the latecomers, the next event will be held on September 28th at Bonton’s rue de Grenelle location.

Feiyue debuted their summer collection last week at the famed Los Angeles retailer, American Rag Cie. The store, known for their eclectic mix of vintage and designer wares was a perfect location to launch the shoes in LA.
The event started off strong with DJ Mike E spinning some beats while guests shopped the store and were greeted with Feiyue shoes in the entrance. The summer styles were available for purchase and new Fall11 styles were there for press to preview before they hit the shelves in a few months.
The evening hosted about 100 people, including band members, local and national publications, stylist, artists, and actors. There were two shoes giveaways and hip beats and cold beers to keep the guests involved all night long.
Feiyue was introduced to many for the first time and to others it was a fun way to ring in summer and a reminder of the ethos and design behind the 'shoe of the summer'!

 Credit: Jason Lashever

As you may have already read online, Feiyue has teamed up with French kids concept store Bonton for a collaboration that will be available next September.
Feiyue and Bonton present a limited edition of the Delta Mid Kid. A mid cut sneaker, casual and trendy altogether. Red for girls and blue for boys, these shoes hide little surprises, reminders of Bonton’s Parisian concept store.
For instance, the sentences « keep your dreams » and « keep your smile » can be found on the insole. Apart from this, the signature « Feiyue ♥ Bonton » is embroidered on the tongue and the box is covered with Bonton’s characteristic star print.
These two limited editions will be available exclusively at Bonton’s stores from September 2011. Kids will be able to customise their shoes by choosing among a selection of star print and sequined laces.

Two weeks after the opening of the Feiyue photo studio at Citadium Caumartin, the contest “Become Feiyue’s next model” comes to an end.
Feiyue wants to thank all the people (more than 200) that have visited the stand willing to discover the current collection and show their most creative side. Original poses and cool looks have resulted into amazing pictures! The brand has needed some days to choose among the 5 finalists that were announced last week on its Facebook page.
These finalists will be rewarded with a pair of Feiyue of their choice.
And now, it is time to let the world know who the winner is: congrats Nickins!! His prize consists on participating on Feiyue’s next video campaign, to be launched by September 2011.
To relive the best moments, check the making-off!