In a significant evolution for one of Canada’s most distinctive footwear brands, Toronto-based Zvelle has officially transitioned into a men’s luxury footwear label, led by founder and creative director Elle AyoubZadeh. 

Originally established in 2015 as a women’s shoe brand, Zvelle has now fully embraced a new chapter, releasing limited edition and distressed editions of its signature Ray sneaker. The move marks not only a product shift but a complete creative transformation for the company.

“I just didn’t like what I was seeing in men’s shoes,” AyoubZadeh explained in a recent interview. “There was a lot of clunkiness, a lot of busyness. It’s not my aesthetic. I wanted to undo all of that.”

AyoubZadeh’s transition into men’s footwear was not the result of a formal market study or commercial calculation. Instead, it was born from personal observation and instinct. “In all my travels, I kept looking at men’s shoes and thinking, ‘Why does everything have to look like this?'” she said. “I’m not a man, and I think that actually gives me an advantage. I have a different perspective.”

Her first creation for men, the Ray sneaker, was the product of this impulse. “I got obsessed with this idea of creating a high-top sneaker with the sole of a dress shoe,” she said. “Nobody had done that before. I wasn’t even thinking about whether it had been done or not. I just wanted to create something that I had in mind.”

The Ray sneaker quickly attracted high-profile attention. AyoubZadeh personally curated a small list of celebrities she believed embodied the Zvelle man and sent them early pairs. The response was overwhelmingly positive. “Every single one of them wrote back to say how much they loved it,” she said. Notably, Zvelle does not pay for celebrity endorsements. “In the celebrity world, that’s rare. A lot of them are paid brand ambassadors. We don’t pay anyone. These are real supporters and real fans of the brand.”

Among the celebrities who have embraced the brand are Kieran Culkin, Will Smith, and Colman Domingo. “When I do something, I never do it halfway,” AyoubZadeh said. “I believe in what I’m doing and went all in.”

Designing men’s footwear presented entirely new challenges and creative opportunities for AyoubZadeh. “It’s like a whole different universe,” she noted. “There is nothing I do the same as I did with women’s shoes. I’m a lot bolder with my vision. I’m very product-focused.”

Today, Zvelle offers four distinct styles: three sneakers—including the Ray—and one dress boot. “We have a new version of the boot coming soon,” she shared. “And we’re about to launch a loafer later this fall.”

The brand also plans to introduce a new slip-on sneaker within the next month. “I think it will really change the way people look at slip-on sneakers,” AyoubZadeh said. “I’m not a sneakerhead. I’m inspired by art and architecture, not sneaker trends.”

Despite its Canadian headquarters in Toronto, Zvelle’s footwear is entirely handcrafted in Italy. “We work with the best manufacturers in Italy. I have a team there. I oversee literally everything,” AyoubZadeh emphasized. “We don’t work with agencies or outsource anything.”

All orders are shipped directly from Canada, allowing the brand to avoid import duties for Canadian and U.S. customers. “We ship internationally, and we’re not raising our prices despite all the talk about tariffs,” she added. In Canada, the sneakers are priced from approximately $600 to $900 CAD.

Zvelle remains entirely independent and founder-owned, a rarity in today’s increasingly consolidated luxury fashion industry. “I have the luxury, as an independent designer, to drop new styles anytime I want,” AyoubZadeh said. “It allows me to remain true to the vision.”

That vision is deeply personal, rooted in AyoubZadeh’s global upbringing. Born in Shiraz, Iran, and raised across Dubai, New Zealand, and Australia, AyoubZadeh left a career in finance to pursue her passion for footwear. 

“Zvelle is for pilots, not passengers,” she once told The Kit, emphasizing her brand’s philosophy of freedom, power, and creative control.

Central to the pivot has been AyoubZadeh’s clear image of who the Zvelle man is. “He’s independent. He values freedom. He’s not someone you can put in a box,” she explained. “He has technical mastery of his craft, but he’s confident enough not to shout.”

To capture this ethos, Zvelle’s latest campaign prominently features Theodore Roosevelt’s famous ‘Man in the Arena’ speech. “It’s better to be in the arena, to win, to lose, to feel emotions—but at least your soul is doing what it wants to do,” AyoubZadeh said. “When I think of the Zvelle man, he’s someone who’s in the arena.”

Though Zvelle remains deeply rooted in Canada, the brand’s ambitions are international. “We are proudly Canadian, but we’ve always been a global brand,” AyoubZadeh said. “Now that we have a strong presence in Europe and the U.S., it’s time to also update Canadians on what we’ve been up to.”

The company has previously operated pop-ups across Toronto, including at Yorkdale, CF Toronto Eaton Centre, CF Sherway Gardens, and a showroom in Bloor-Yorkville. While Zvelle currently sells directly through its website, AyoubZadeh is now open to exploring retail partnerships. “At this stage, we’re having conversations with like-minded retail partners,” she said. “We want to work with retailers that understand our approach and share our standards and values.”

While there are no confirmed store openings yet, AyoubZadeh remains enthusiastic about physical retail. “I believe in physical spaces,” she said. “We’ve done pop-ups in the past; I could do a pop-up in my sleep now.”

Expansion into Italy is also under serious consideration. “We’ve been in Italy for years on the production side. Now it’s time to speak directly to the consumer there,” she explained. “I’ll know more in the next few weeks, but I’m really excited.”

Los Angeles may also be on the radar. “We already have a strong presence there with celebrity stylists and press offices,” she said. “A physical location in LA wouldn’t be much of a surprise.”

In an increasingly crowded luxury footwear market, AyoubZadeh believes Zvelle offers something unique. 

“People want freshness, authenticity, quality, distinctive design,” she said. “Those are things that Zvelle stands for.”

At the heart of Zvelle’s renewed identity is AyoubZadeh’s singular creative vision. “I didn’t realize how fresh and new it was until I started getting it out there,” she reflected. “I’m thrilled to see how people are reacting. I just want to keep this vision going.”

For Zvelle, the pivot to men’s footwear is not simply a business decision. It represents a creative evolution—one that reflects AyoubZadeh’s deep belief in quality, individuality, and timeless design.

“At the end of the day, we’re not chasing trends,” she concluded. “We are building something that lasts. We are in the arena.”