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MAKING IT: JORDAN ADONI OF MODERN VICE

The Modern Vice factory is a hidden gem and unusual surprise, packed tightly into New York's garment district. After working in his family's shoe business for years, Jordan Adoni decided to start a new venture. Four years later Modern Vice has grown beyond manufacturing and a place where customers can design their own shoes. We sat down with Jordan and talked about his plans to disrupt the fashion industry, his secret to success, and his favorite drink. 

INTERVIEW BY: SOMI BASATHIA
 
Tell me a little bit about Modern Vice. How did you come up with the concept of the brand? 
My brother Jenson and I started the company 4 years ago after working in the family shoe business for many years. We were making sneakers at the time and we started to make sample shoes for stores in Brazil and one thing led to another, so we decided to start Modern Vice. 
Why did you choose the name Modern Vice? 
Everyone has their own vices and the way they like things. The name really fits our motto and what we do here. 
What are you criteria for well-constructed and well-designed shoes? 
There are lots of fake shoes out there so you have to be careful when you buy your shoes. Make sure you look for a good sole and quality of leather. 
There are very few shoe brands that allow consumers to customize their own shoes. What's your secret to success? 
We aim to do something disruptive. Sometimes it works and sometimes it doesn't but we believe in taking a risk and that's why Modern Vice is so successful. We aim to do something different and truly unique which very few brands have done. We also spend a lot of time designing and crafting each shoe. 
What are some of the biggest challenges and advantages of developing and producing shoes in New York? 
Some of the biggest challenges we face is the lack of support we have.  By that I mean when we run out of materials like a leather or zippers we have to find them ourselves. However on the flip side we don't have to deal with inventory issues or the logistics of importing. 
 
What's your biggest accomplishment for the brand so far?
Creating the Glass Shoe Box atmosphere for our customers - it is truly unique and there is nothing like it. We also have some secret projects coming up that we can't wait to share with our customers! 
What's your biggest accomplishment for the brand so far?
Creating the Glass Shoe Box atmosphere for our customers - it is truly unique and there is nothing like it. We also have some secret projects coming up that we can't wait to share with our customers! 
What's the most surprising thing you learned about shoe design? 
I've learned a lot of about human nature. People can be very surprising in the fashion industry. Some people you meet have no substance and are extremely fake. Then there are a few like Bill Murray who are amazing and really want to help young, struggling artists. 
Who is the ideal Modern Vice girl? 
Adele is the ultimate Modern Vice girl because not only is she talented but she stays true to herself. She's so good at what she does and she marches to the beat of her own drum - she goes by her own rules. She is a real artist and creator. 
What's next for the brand? 
We want to become the biggest shoe company in the WORLD! No I'm serious.....we want to every women to own a pair of Modern Vice shoes. 
What's your favorite restaurant in NYC and why? 
Chez Josephine because the people are great, the food is amazing, and they have great live Jazz music.  Actually- no- they have the BEST music! 
What is your drink of choice? 
Definitely Vodka!

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