In a press statement, Christian Louboutin said the inspiration behind the service started as an idea for a present for a friend. “I made a pair of shoes for him embroidered with his tattoo. A lot of my friends have tattoos; I realized that it’s not only just a part of pop culture but a bit of a map on someone’s body which says something about people. A part of their life, like an armor or a crest. Instead of carrying someone else’s crest on a loafer, I thought it would be a modern armor — your own crest on your own shoe.” he explained
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