Second Store, Leeds – The UK’s first female-only online trainer store

With the opening of Foot Asylum women in Leeds city centre and an array of influencers choosing flats over heels, style and comfort no longer need to be mutually exclusive when it comes to picking a killer shoe. Streetwear has hit critical mass, and with it, a new respect for the humble trainer has been born. 

Despite the popularity of sneakers for all genders, the trainer purchasing and collecting experience is often considered a masculine pursuit. Determined to change this process is Rosie Lyness, a passionate trainer lover and owner of Second Store, a Leeds-based online boutique dedicated to uniting female footwear-lovers with their ideal kicks. 

We caught up with Rosie to find out how she does it…

How did the Second Store start? What do you love so specifically about sneakers?

R: "Second Store is the culmination of my desire to start my own business and work in the fashion industry. I absolutely love sneakers and felt that women were under represented in the market so it was time to 'level the playing field' so to speak. I guess my love of sneakers is driven out of enjoying both comfort and style. I love that they are for everybody - I don’t know many people who don’t own at least one pair of sneaks."

What had previous jobs taught you about running your own business?

R: I used to work as a fashion buyer for a small, independent company, which taught me a lot of the practical skills needed to set up my own business in terms of buying, e-commerce and a love for product but probably, above and beyond all of that, the importance of working really hard for something you are passionate about. 

I absolutely love sneakers and felt that women were under-represented in this market

Describe your average day at work

R: I still have a day job so I have to manage my time and plan ahead as much as possible for Second Store. Most of my evenings and weekends are taken up by managing stock and orders, trips to the post office and trying ‘up skill’ myself in different areas that will be of benefit the business. I read as much as possible, listen to podcasts, watch webinars and chat to friends who are in a similar position or have overcome the challenges every small business faces.

When choosing which brands to stock, what draws you to a specific brand?

R: "I love brands with a story - whether it’s their wonderful heritage or their ethical ethos and, forgive the pun, brands that really have a soul to their business. I like to curate my brand offering by mixing really iconic, cult brands with less well known emerging brands in order to create a point of difference from the High Street and to peak the interest of a wide variety of sneaker fans."

What are the biggest challenges you face as a female entrepreneur?

R: "As Second Store is a relatively new, start-up business, I haven’t faced many of the challenges that are most likely in the pipeline - so I don't feel like I am in the best position to comment. It would be fun to check in on this question in a year or so. I have limited choice in buying meetings with some brands as they have a limited selection of women's/unisex styles but overcoming and changing that was part of the reason I started Second Store so coming up against it isn't an unwelcome challenge."

What has been your proudest moment so far with the Second Store?

R: "This is pretty small fry but it made me really happy: I contacted a photographer who asked if I would be interested in collaborating on a Vans event showcasing female skaters. I told him all about Second Store, my feminist stand point and what I was hoping to achieve and he responded with, 'Oh yeah, my mates were taking about Second Store the other day'. I felt very proud and excited when I heard that."

I enjoy swapping up my sneakers and wearing a new pair everyday

Do you have any dream collaborators? What would a Rosie-brand trainer look like?

R: "I would love to do an exclusive Second Store model with each of the brands I stock. It would be amazing to see the Second Store personality mixing with each of the brands characteristics. 

"A Rosie-brand trainer... Hmm, that’s tricky. I think I enjoy swapping up my sneakers and wearing a new pair everyday so maybe it would have to be the 'Swiss army knife of sneakers' with changeable sole panel; velcro patches to change up the colour ways, zips and laces options and just maybe a light and whistle for attracting attention."

What characteristics do you think you need to succeed in today’s climate as a fashion entrepreneur? Is there anything you wish you had known when you first started? 

R: "I think fashion can be such a fast-paced industry, so it is important to be focused, to  know what you are, what you stand for and where you are going. That way, you will be much more likely to carve out your own little niche rather than getting swept up in the constant swell of trends that are here today and gone tomorrow. Yes, there are plenty of things I wish I had known, but had I known them maybe I would have been put off from even starting. It’s a very steep learning curve, so keep talking to people in a similar situation, learn as much as you can from the resources you have available and just keep at it."

Rosie's five must-have styles for AW17:

Veja x Modetrotter - £90

The Veja x Modetrotter collaboration sneaks are a must have. They are an exclusive and only 1000 pairs exist worldwide. Also they're pretty sassy and fun. 

BUY

WALSH CHALLENGER - £130

A pair of Walsh trainers is pretty much compulsory. Walsh is the only company producing sneakers in the UK, the brand has such a wealth of heritage and the collection features some of the most incredible fabrics from around the UK. The Challenger uses wool produced in Leeds by Hainsworth and is the exact same fabric the Queen's Royal Guards uniform is made from and the tongue of the sneaker matches the furry Beefeaters hat. 

BUY

SAUCONY STATIC KNIT - £58

Knitwear for your feet - yes please. The Saucony DXN Static Knit is a great addition to your winter wardrobe. 

BUY

RHUBARB LOW BY GOOD NEWS LONDON - £35

Corduroy has been a massive trend this season with it popping up all over the cat walk, introducing the Rhubarb Low in a beautiful plush tan corduroy for all those sweet 70s vibes from good guys, Good News London. 

BUY

KARHU - £89

Want Kanye levels of confidence? Check out the Finnish sport wear brand Karhu, a favourite of Mr West’s with gorgeous suede upper and speckled mid sole. These guys look chunky but are as light as air on your feet.

BUY