Retail in Asia


SHOES 53045 makes its first drop at in Malaysia


SHOES 53045 is a hybrid of technical sneaker and casual shoe, designed for everyday fun.

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Each pair is leather-free and precision-engineered for the wearer’s comfort and pleasure, including two sets of insoles to customize the fit.

The brand was created by legendary Parisian shoe designer David Tourniaire-Beauciel in 2019. After helping Balenciaga create one of the biggest luxury sneakers ever, the designer behind the Triple S, David Tourniaire-Beauciel, is gearing up to launch a new line of exaggerated sneakers. Tourniaire-Beauciel has more than 25 years in footwear design and currently still works under Demna Gvasalia at Balenciaga while serving as the Creative Director at Clergerie.

Its new creation “Shoes 53045” (the numbers spell “shoes” when flipped backwards and upside down) was created to express a non-traditional footwear option that mixes European design with athletic technology developed by Chinese manufacturers. With the inaugural release, Tourniaire-Beauciel and co-founder Aurelia Ammour (a former LVMH and Kering fashion executive) look to establish the thick bubble sole stacked on top of a sculpted sole as their brand’s defining element. is the official fashion retailer in Kuala Lumpur to host the first drop on June, 21.

“We are proud to choose as one of our retail partners to launch the brand in Kuala Lumpur because they are the best cutting-edge concept store beloved by local streetwear aficionados” says CEO Aurelia Ammour, reflecting the many facets of the modern and well-informed fashion fans, offering is intentionally wide-ranging.

The first drop of SHOES 53045’s signature Bump’Air style includes four colorways: classic white and black, Flame (orange), and Ice (blue accents), and retail at MYR 2,090. The second drop, the Bump’Air Black Gothic, inspired by Depeche Mode, the Cure, and puffer fish (among other things), is studded with a half kilo of zinc spikes and chains for the ultimate cybergoth shoe retail at MYR 2,590.

Bump’Air Acid, inspired by yellow Berlingot candy from France, looks like sunshine in a shoe — and thanks to its advanced comfort technology, it feels like a smiley face for your feet.

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The Bump’Air has already been worn and Instagrammed by some of the globe’s most stylish influencers, including supermodels Gigi Hadid and Liu Wen; music icons like Chris Lee, CL, Jhené Aiko, Kim Petras and Tommy Genesis; street style icons Yu Masui, Josephine Lee, Liron Eini and Ryon Wu; and designer Bajowoo of 99 Percentis. (part of bluebell) is a luxury menswear & streetwear multi-brand store curating desirable cult labels and emerging brands in the global fashion landscape for the Malaysia consumers.

Always at the forefront of upcoming trends, and up-to-date with the constantly evolving list of luxury and contemporary brands to satiate the sartorial palates of style-savvy gents everywhere.


* Bluebell is the owner of Retail in Asia