{{about|the shoe brand|the unit of area|Square inch}} {{short description|Latvian shoe brand}} {{Infobox brand | name = Inch2 | logo = Inch2_logo.png | logo_upright = | logo_alt = | logo_caption = The Inch2 logo | image = | image_upright = | alt = | caption = | producttype = {{hlist|Shoe|footwear|handbags|accessories}} | currentowner = | producedby = | country = Latvia | introduced = {{start date and age|2014|12|21|df=y}} | discontinued = | related = | markets = Worldwide | previousowners = | trademarkregistrations = | ambassadors = | tagline = | website = {{URL|https://www.inch2.com/}} | module = {{Infobox company | embed = yes |name = |logo = |type = Limited |foundation = {{Start date|2014|9|df=y}} |founders = Olga Peterson<br>Eduards Petersons |location_city = Riga |location_country = Latvia |industry = Fashion |parent = |products = |revenue = |num_employees = 20 |divisions = |homepage = |footnotes = <ref>{{cite web |title=Animo Forti, Sabiedrība ar ierobežotu atbildību |url=https://company.lursoft.lv/animo-forti/40103824574 |website=company.lursoft.lv |accessdate=17 July 2019}}</ref><ref name="exim">{{cite web |title=ANIMO FORTI LTD |url=http://www.exim.lv/inch2 |website=exim.lv |accessdate=17 July 2019}}</ref> }} }} '''Inch2''' (stylized as '''I N C H <sup>2</sup>''' and pronounced as '''Inch two''') is a shoe brand founded in 2014 by Olga and Edward Peterson, based in Riga, Latvia. Inch2 specializes in handcrafted masculine-style women's and men's footwear.
== History == === Background === The Inch2 founders are Olga and Edward Peterson, a Latvian couple.<ref name="notorious-mag">{{cite web |title=The new shoe brand you must get to know: INCH2 |url=https://www.notorious-mag.com/article/new-shoe-brand-you-must-get-know-inch2 |website=notorious-mag.com |accessdate=17 July 2019 |archive-date=27 June 2019 |archive-url=https://web.archive.org/web/20190627071841/https://www.notorious-mag.com/article/new-shoe-brand-you-must-get-know-inch2 |url-status=dead }}</ref> Olga Peterson (born in Riga, Latvia) is an architect who earned her bachelor's degree in architecture from the Middlesex University in London. Olga used to write about design and fashion ideas for her fashion blog ''Zrivnutro'', as well as for the Latvian fashion magazine ''Pastaiga''.<ref>{{cite web |title=Zrivnutro Blog |url=http://www.zrivnutro.com/ |website=zrivnutro.com |accessdate=17 July 2019 |archive-date=19 July 2019 |archive-url=https://web.archive.org/web/20190719131218/http://www.zrivnutro.com/ |url-status=dead }}</ref><ref>{{cite web |title=INCH2 design & quality |url=https://www.inch2.com/blogs/news/design-quality |website=inch2.com |accessdate=18 July 2019 |archive-date=18 July 2019 |archive-url=https://web.archive.org/web/20190718202512/https://www.inch2.com/blogs/news/design-quality |url-status=dead }}</ref> Edward Peterson is an online marketing specialist.
In September 2014, the Petersons started a company named Animo Forti ltd., which has been running operations for the brand from the start.<ref name="exim"/>
=== Brand creation and growth=== Although the brand launched in 2014, the idea of handcrafted shoes occurred much before. The Petersons, using their existing experience, decided to combine the benefits of e-commerce technology and the unusual shoe design to launch their brand. The duo began the brand with five shoe styles. Shoe production started at a small shoemaker workshop in Riga, which handcrafted a few pairs per day.<ref>{{cite web |title=Cool online brend cipela koji trenutno ima i sniženje |url=https://www.journal.hr/moda/modni-trendovi/inch2-cool-online-brend-cipela-koji-trenutno-ima-i-snizenje/ |website=journal.hr |accessdate=18 July 2019 |language=hr}}</ref>
In March 2015, the Inch2 founder, Olga Peterson, became a winner of Debut of the Year in Fashion nomination by the Baltic Fashion Federation, within the Riga Fashion Week event.<ref name="exim"/><ref>{{cite web |title=Handcraft extinction at Riga Fashion Week |url=https://www.swomag.com/handcraft-extinction-at-riga-fashion-week/ |website=swomag.com |accessdate=18 July 2019 |archive-date=19 July 2019 |archive-url=https://web.archive.org/web/20190719131219/https://www.swomag.com/handcraft-extinction-at-riga-fashion-week/ |url-status=usurped }}</ref> Due to the high demand for shoes and the necessity to improve the shoe quality, as well as to increase volume, they moved shoe production out of Latvia. Shortly, new production partners found in Portugal. With the help of the new partners, the brand began to develop several women and men’s lines, as well as handbags.<ref name="notorious-mag"/> The same shoemakers produce for some of the most well-known luxury brands.{{Citation needed|date=July 2022}}
In January 2018, the brand had a collaboration with a Georgian singer Keti Topuria and her fashion brand KETIone at the Mercedes-Benz Fashion Week Russia. In 2018, the brand reached over one million euros in online sales during the Black Friday.<ref name="notorious-mag"/>
In June 2019, the brand collaborated with Pauline Ducruet, the eldest daughter of Princess Stéphanie of Monaco, and her fashion brand Alter at the Men's Fashion Week Spring/Summer 2020 in Paris.<ref>{{cite web |title=Pašmāju apavu zīmols Inch2 sadarbojas ar Monako karalisko ģimeni |url=https://www.db.lv/zinas/pasmaju-apavu-zimols-inch2-sadarbojas-ar-monako-karalisko-gimeni-488417 |website=db.lv |accessdate=17 July 2019| language=lv}}</ref>
== Design and products == Inch2 footwear is a blend of masculine allure and feminine elegance for women who prefer the masculine style and for men who don't forget about style in detail.<ref>{{cite web |title=Riga Fashion Week SS16 Atklāšanas diena: INCH2 |url=http://www.sieviesuklubs.lv/skaistums-un-mode/riga-fashion-week-ss16-atklasanas-diena-inch2-261643/ |website=sieviesuklubs.lv |accessdate=17 July 2019}}</ref> There are three principles for which the brand stands for: style, comfort, and quality. Their shoes are classic in material and production but modern in style, with details and colors that make them unique and on-point.<ref>{{cite web |title=INCH2 profile at FOLD |url=https://www.fold.lv/profile/inch2/ |website=fold.lv |accessdate=17 July 2019}}</ref><ref>{{cite web |title=INCH2 at Riga Fashion Week |url=https://www.rfw.lv/en/designers/inch2 |website=rfw.lv |accessdate=17 July 2019 |archive-date=26 June 2019 |archive-url=https://web.archive.org/web/20190626151944/https://www.rfw.lv/en/designers/inch2 |url-status=dead }}</ref> The brand footwear is made of leather from Italy and Portugal.<ref>{{cite web |title=INCH2 at Not Just a Label |url=https://www.notjustalabel.com/inch-2 |website=notjustalabel.com |accessdate=17 July 2019}}</ref>
== Awards and honors == * The winner of the Debut of the Year in Fashion nomination by Riga Fashion Week (March 2015)<ref name="exim"/><ref>{{cite web |title=Noskaidroti Latvijas stila un modes karaļi un karalienes. |url=https://jauns.lv/raksts/sievietem/56346-noskaidroti-latvijas-stila-un-modes-karali-un-karalienes-foto |website=jauns.lv |accessdate=19 July 2019 |language=lv}}</ref> * 2× Best Digital Marketing nomination by Riga Fashion Week (March 2018 and March 2019)<ref>{{cite web |title=Noskaidroti "Latvijas modes gada balvas 2018" ieguvēji; izcilnieku vidū arī "Pastaiga.ru" un "Honeymoon High" |url=https://jauns.lv/raksts/pastaiga/324609-noskaidroti-latvijas-modes-gada-balvas-2018-ieguveji-izcilnieku-vidu-ari-pastaigaru-un-honeymoon-high |website=jauns.lv |accessdate=19 July 2019 |language=lv}}</ref>
== Controversy == * The Consumer Rights Protection Center (CRPC) fined the Latvian company Animo Forti, which runs the www.inch2.com online store, 10 thousand euros<ref name="Baltic News">{{cite web | last=Baltic News | first=LATVIA | title=The online store Inch2 is fined 10,000 euros and banned from selling non-existent goods | website=Baltic News | date=17 Dec 2020 | url=https://baltics.news/2020/12/17/the-online-store-inch2-is-fined-10000-euros-and-banned-from-selling-non-existent-goods| language=en}}</ref> for violating the rights of more than a hundred consumers. The firm has been ordered to stop dishonest commercial practices, according to the CPPC Latvia.<ref name="КУДРЯВЦЕВ 2020">{{cite web | last=КУДРЯВЦЕВ | first=Николай | title=Магазин сумок и обуви inch2.com оштрафован на 10 000 за "кидки" покупателей | website=Новости | date=15 December 2020 | url=https://kriminal.lv/news/internet-magazin-inch2-com-oshtrafovan-na-10-000 | language=ru}}</ref> * As of 2019, CRPC had received a total of 118 consumer complaints, including from consumers in other EU member states, regarding the company's commercial practices, the amount of unpaid money to consumers in the amount of approximately EUR 21,000 for unfulfilled orders and returned goods to the public in case of right of withdrawal.<ref name="Bizness 2020">{{cite web | last=Bizness | first=DELFI | title=PTAC piemēro 10 000 eiro sodu 'inch2.com' un 'inch2.online' īpašniekam par pircēju maldināšanu un preču nepiegādāšanu | website=delfi.lv | date=17 Dec 2020 | url=https://www.delfi.lv/a/52766399 | language=lv}}</ref> ==References== {{Reflist}}
* [https://www.ptac.gov.lv/en/article/ptac-and-ecc-latvia-warns-risks-when-shopping-wwwinch2com-website PTAC and ECC Latvia warns of risks when shopping on the www.inch2.com website]
== External links == * {{Official|https://www.inch2.com/}} * [https://www.city24.lv/lv/nekustama-ipasuma-zinas/11973/ieskaties-dizaina-telpas-ko-par-majam-saucis-slavenais-latviesu-apavu-zimols-inch2 Article about the INCH2 Office in Riga] at city24.lv
* [https://baltics.news/2022/01/05/consumer-guards-warn-of-shopping-risks-at-inch2-com/ Consumer guards warn of shopping risks at inch2.com] * [https://au.trustpilot.com/review/www.inch2.com INCH2 Reviews] {{DEFAULTSORT:Inch2}} Category:Latvian brands Category:Luxury brands Category:Shoe brands Category:Shoe companies of Latvia Category:Companies based in Riga Category:Clothing companies established in 2014 Category:Companies of Latvia